Lincoln’s decent success may actually not be as promising as everyone thought it would. Even dealers are skeptical because parent company Ford wants Lincoln dealers to start upping their customer service game by offering perks like car washes and other pre-delivery services. However, Lincoln dealers are apprehensive with expanding their services because they aren’t exactly confident in the products from Lincoln.
Because Ford gave their high-volume near-luxury brand Mercury the axe and Lincoln sales are only up 1%, dealers are saying “show me the product.”
“Lincoln is heading in the right direction, but needs to take another step,” said Derrick Kuzak, Ford’s vice president of global product development. “So that means, no more badge engineering.
In order to achieve the goals of “no badge engineering,” Lincoln needs to find a staff that’s unique in their developments. Some of this transitional process has occurred and Lincoln was able to share some of the unique technologies that could be seen in future models. These include push-button shifting controls (which can probably relate to Jaguar’s dial gear select and Ford’s MyTouch system), fully retractable all-glass roofs instead of sunroofs, continuously controlled and active suspension (not quite unique in the luxury segment), and all-wheel drive options for all models.
Lincoln aims to be a “progressive luxury” car for customers, said Kuzak.
– By: Chris Chin