Until the new Lincoln models arrive, some severe cost-cutting will take place, with October reports (coming from Ford dealers) saying only 325 representatives will be left in 130 major metro areas. "That's our evaluation of the marketplace," said Ken Czubay, Ford's U.S. sales chief, according to a Detroit News report.
In order to achieve the restructuring, Ford is currently offering financial buyouts to Lincoln dealers. "We're working with every dealer to help them evaluate their business plan. We're not forcing anyone out. This is strictly voluntary. It's a tough personal decision that they have to make," Czubay added.
Ford need to make the brand viable as soon as possible and to keep profitable independent Lincoln dealers, many of whom lost Mercury sales, afloat. Seven new or refreshed products are on the cards for the next three years, sporting a new look and improved fit and finish.
Sales were down 21 percent last month, but Lincoln managed to claw a 5.6 percent share of the Luxury US market. One major problem encountered by the carmaker is its aging average buyer, the oldest among luxury brands.
"If we don't get the throughput in the major metro markets right-sized, then the transformation of Lincoln is going...to need a different plan. This transformation is going to hinge on several things working including the (dealer) network," stated Ford marketing chief Jim Farley.
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