Lincoln To Trim Dealers, Revamp Image
Monday, September 27, 2010

Hot on the heals of dumping Mercury, Ford is examining strategies to hone the image and boost sales of its one remaining premium brand, Lincoln.
First step will be to reduce the number of dealers by 200 from the current approximately 1200. Cuts will be aimed at dense urban markets. Remaining dealers will be expected to upgrade facilities and polish their customer service skills to improve the buying experience and bring it more in line with other luxury brands.
Once one of the markets leading luxury marques, Lincoln now ranks low in customer loyalty, resale value and, most importantly, total sales which are a fraction of what they were just a decade ago. Ford’s Mark Fields promises to invest heavily in Lincoln over the next few years, bringing seven new or refreshed products to market.
Will it work? Selling luxury cars is becoming increasingly difficult as luxury-defining features are becoming more and more commonplace. Power windows, push-button start, leather seats, bluetooth connectivity? You can get all that on a Fiesta. Is a fully loaded Taurus any less “luxurious” than a Lincoln MKS? $20,000 less?
Lincoln needs to find a way to define itself in a crowded field the way Cadillac did.
(source: Automotive News)
--M.D.








