Ford to Cut 200 Lincoln Dealers

Whereas 2009 was a year of struggle for the dealers of two of the major car manufacturers in the US, GM and Chrysler, the reorganization of the Ford dealership network, which started a few years ago, continues with the Lincoln brand.

After announcing the demise of the Mercury brand, Ford has turned its attention towards the stores selling Lincoln models in major metropolitan areas. According to Autonews, Ford will let go 200 of these stores, or some 40 percent of its network, in the following months.

The move, aside for cutting some cost, is expected to generate more per-store traffic in the remaining locations. Most of the dealerships targeted for closure are stand-alone and dualed stores (Lincoln Mercury). Ford is expected to announce the measures during a dealers' meeting next week.

“The future direction of the Lincoln ownership experience has been charted on a joint basis between Ford Motor and select dealer representatives," spokesman Christian Bokich told Autonews. "It is important that Lincoln dealers are the first to hear about this information from the company."

In June this year, Ford outlined the plans it has for the Lincoln brand in terms of models. No less than seven all-new or significantly revised vehicles will be launched over the next few years.

The new models include the MKS saloon, the MKT seven-seater crossover, the refreshed MKZ mid-size sedan, a hybrid version for the MKZ and the facelifted 2011 MKX crossover.

"We're going to make a major investment in Lincoln over the next four years with seven new or significantly refreshed products," Mark Fields, Ford's president of the Americas said last week.