Ford to attempt to bring new life to dying Lincoln automotive brand
In one last desperate attempt to revive the Lincoln auto brand, Ford will re-brand the division as a cross between a BMW and a Lexus. This seems like an insurmountable task.
Lincoln has essentially been dead for a decade with the primary buyers limo and town car fleets for use as private transportation vehicles. The products are old, stodgy, lumbering and remain one of "my father's Oldsmobile's". A car brand that should be put in the graveyard and forgotten.
The luxury sports sedan marketplace is very crowded these days. With Audi resurrecting itself over the past few years very successfully (the product is beautiful and stands out and performs) this niche is even tighter than ever. It would require a completely re-evented product line so extraordinary and exciting to find any place among BMW, Lexus, Mercedes, Audi brands.
Even if Ford could produce some sort of miracle car over the next five years, it might be best to dump the Lincoln nameplate and start fresh given the amount of baggage the old brand still carries.
Watching out for you everyday.