Ford is currently reevaluating the lineups of both Lincoln and Mercury. As both brands are trying to compete in the highly competitive premium market, Ford is attempting to make the brands more competitive, and prepare both brands for new upcoming global platforms. The result of this strategy will remove larger vehicles such as the Grand Marquis and the Mountaineer out of the Mercury lineup. As for Lincoln, the same approach will likely be applied.
With sales of larger models such the Lincoln Navigator stagnating, Lincoln will soon feature smaller cars, perhaps some of the smallest cars in the brand’s history suggests Minneapolis car parts retailers. Already, some of the Lincoln’s recent concept cars have indicated a that it will become skewed towards smaller vehicles, but how large of a step Lincoln will take towards downsizing is not yet known.
One of the small new Lincoln vehicles that will soon become available is likely going to be based on the new Ford Focus global platform. Additionally, a compact crossover is also on the way to the delight of one car dealer Richmond VA, and could break cover in 2011. With other premium brands offering attractive compact crossovers, Lincoln Salinas believes that a compact from Lincoln could be just what the brand needs to boost sales while at the same time maintain an image of small car prowess.
Additionally, the Lincoln MKZ will receive a full redesign as early as 2012 thanks to the rapid adoption of Ford’s global mid-size platform, which will soon find its way into numerous models. The MKS sedan will also get a midlife update in 2011 and a full redesign as early as 2014. The one vehicle whose sales have stalled and that doesn’t fit neatly into this new strategy is the Lincoln Navigator. Plans are not firm on the fate of this behemoth truck-based SUV, but discontinuation is not entirely off the table.
* * *
Check out the changes at Lincoln on this automotive blog.
You must log in to post a comment.