Automotive: June 2011 Archives

Ford to Invest $1 Billion in Lincoln Brand Naming

| No Comments | No TrackBacks

LincolnLogo.pngIt seems that Ford is willing to put a billion dollars into
re-launching the Lincoln brand name.

This news comes after the company has tried to embrace alphanumeric naming for the luxury marque with a few notable problems.

Lincoln has always been paired with Mercury, which went into retirement last year.

It seemed as if the Lincoln brand name was heading that way, but Ford has had second thoughts, presenting us with seven new models in the next four years and telling the Wall Street Journal that "We are committed to turning Lincoln into a luxury car brand name worldwide." According to the same article, "It hopes to reposition Lincoln as a cross between the on-road performance of BMW AG and the interior comfort and refinement of Toyota Motor Corp.'s Lexus brand."

I just have to see a Lincoln that rides like a BMW. I mean it.

This seems to be Ford's last chance at being a competitor in the luxury car segment. Right now it lags behind Lexus, BMW, Mercedes-Benz, Cadillac, Acura, Audi and Infiniti, which is pretty much every luxury car brand.

The dealerships are being revamped and the cars are (hopefully) going to be a bit less like the Lincoln Continental Kennedy was shot in.

OK, that last sentence was sort of unfair, but you get the point.

This brand needs a repositioning badly, so this move is going to be most welcomed. There is a lot of mileage in the Lincoln brand name and Ford plans on doubling its sales of the cars by 2015 from 86,000 units to 162,00 units.

Can they do it? I suppose so, if the cars are right.

I am a big fan of car product naming and branding and am glad that the Lincoln brand has not seen its last days. This is further evidence that a well known and trusted brand name can be the means through which a company has the potential to regain lost market share.

Technorati Tags: , , , , , ,