“The strategy isn't just new products, but full differentiation from the Ford brand in not only design, but in technology,” stated Derrick Kuzak, Ford's group vice president of global product development, at the Detroit Auto Show. According to him, Lincoln vehicles will no longer any share sheet metal with Ford products. He also said that at least 200 franchises will be cut as part of a company restructuring plan. Dealers who want to stay will have decide on expensive upgrades and other changes that will improve the brand’s image.
Ford platforms will be modified to make them uniquely Lincoln. Kuzak gave the example of Ford's power steering or chassis electronic control. “Imagine adding suspension control to that and what would happen to the platform if you did that on Lincoln only,” he said. Ford also plan new interiors for future Lincolns, as well as expanded V-6 engine offerings, and even paddle shifters and all-wheel drive, according to Scott Tobin, Lincoln's director of product development. The bad news is, there doesn’t seem to be any rear-wheel drive platform in the works.
Last year, Ford discontinued its other luxury brand, Mercury, so there is money saved will be used to rebuild Lincoln. “Our focus right now is in the United States because we have a lot of brand equity. And we didn't tarnish the brand, we just didn't invest in it,” CEO Alan Mulally told auto analysts.
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