Lincoln is coming back! Ford puts out 5 billion in revival premium brand

Posted on 25-10-2014 at 13:39 by ricardo – 53 Comments”

Lincoln. A brand where you as a European is likely to be low. Unless you’re Ford-minded, or on Autoblog regularly the literary works of art from @lincoln reads. The new CEO of Ford, however, has big plans with the brand, allowing you to name in the coming years many more will see.

The funding tap is open

Alan Mullaly, the former ceo of the American company, saw little salvation more in premium brand Lincoln. Under his leadership, Ford the crisis doorgeloodst, but kept Lincoln a cuckoo in the nest. Reuters now reports on the basis of various sources that the new CEO, Mark Fields, the coming years, billions of dollars in the brand, wants pumps. Lincoln needs to again become a brand that can compete with Mercedes and BMW.

A new platform

On the basis of Reuters sources, we may assume that the complete current line-up will be replaced. Over a period of several years is 5 billion dollars spent. Under more to a whole new platform to develop, where both front wheel, rear wheel if four-wheel drive cars can be built. In a later stage, would this platform also Ford will need to be.

CEO Field has also responded to the Lincoln revival:

“It’s really important for us to have a relevant and vibrant luxury brand. You need to make the investment and build this brand over time.”

Although the brand over the past few years with a conceptje came out, it was in fact already slowly dying. The verkoopteller remained at last years stitches on 82.000 pieces, where in 1998 187.000 units. With this new investment in Ford’s premium brand will that sales figures in the coming years will undoubtedly go up.

Lincoln seems thus through the needle’s eye to crawl, because Mulally even played with the idea of the brand, and in 1922 by Ford was purchased, complete to eliminate it.

It is now the question if Ford dares to Lincoln in Europe, the premium segment to enter. This is, as yet, nothing known.