Lincoln, Cadillac and decaying empires. - Lincoln MKZ Forum
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post #1 of 11 (permalink) Old 08-16-2013, 10:03 AM Thread Starter
zep
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Lincoln, Cadillac and decaying empires.

Lincoln product marketing director Andy Georgescu says the brand’s strategy is to appeal to people who want a more discreet type of luxury (read cheap), and admitting they aren't going to out-BMW BMW, let alone try for that matter. If Ford can out-Ferrari Ferrari Lincoln can certainly muster the corporate backbone to build a decent cruiser, one would hope...

Cadillac’s is the opposite, having decided to drive directly at the Germans. The ATS and CTS are positioned to smack the 3 series and 5 series, with similar pricing and similar performance. Caddy knows they can hang with the German brands on the Nurburgring.

Now for some sales data.....

Through the end of July Cadillac’s sales are up 30% this year. But Cadillac is lugging around 145 days’ worth of ATS sedans in inventory after selling just 2,905 ATS' in July. Cadillac spokesman David Caldwell says the inventory is part of an effort to guarantee plenty of ATS' to sell this fall while the Cadillac factory in Lansing, Mich. retools to build a redesigned CTS. I say hes a liar, but that's besides the point.

Lincoln had 109 days’ worth MKZ stock at the end of July after selling 2,809 MKZ's last month, Im sure that figure has lengthened closer to 130 by now. BMW sold 8,359 of its 3 series sedans in the U.S. last month, and keeps just a 43 day inventory of all BMW models.

Cadillac and Lincoln have ground to make up in other ways. Edmunds.com says 43% of Lincoln MKZ buyers are over 65 years old, while 48% of CTS buyers are Medicare eligible. The ATS fares better, with just 28% of its buyers over 65 years old, but the share of ATS buyers who are new to the brand sits at 75%.

Thats what Lincoln needs, style and spark, something, anything to drive traffic into the showroom. They have the entire Ford parts bin at thier disposal and this is the lineup they pump out year after year.

If we band together as a community we could petition Lincoln to use a lengthened Mustang platform and build a small RWD sedan to actually excite people. And while were at it we should try and sink the MKS and MKT.

Better idea, corporate coup. MKZ forum will assume control of the company through a stealth seizure of power involving swapped locks and board member coercion..... sorry drifting, just delusional that Lincoln could be this bad still. Either Lincoln needs to learn to walk again or Ford needs to shoot it.

Last edited by zep; 08-16-2013 at 10:06 AM.
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post #2 of 11 (permalink) Old 08-16-2013, 11:04 AM
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Lincoln is hurting. It is almost like it is on life support. I am not sure that it can be saved. It has little brand recognition, and the little it does have is turning out to be negative. Lincoln does have a lot of leading technologies. So there is some positive. I think that Cadillac is doing a better job of lifting itself up than Lincoln.

Lincoln needs to come out with a revolutionary concept car and then turn that into a to-die-for production model. Something that is both sporty and luxurious.

I want to like Lincoln, they just make it very hard to do so.
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post #3 of 11 (permalink) Old 08-16-2013, 09:18 PM
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Over 65 years old? Most of the buyers for the MKZ? No way. It's not hard to believe when you think of the history for the brand. They haven't been doing much to promote it to every one.
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post #4 of 11 (permalink) Old 08-20-2013, 07:54 PM
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seems similar in strategy to what Acura is doing.

only problem i see is that if you don't challenge the big guys (even if you do loose) you don't get any attention from the buyers.
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post #5 of 11 (permalink) Old 08-21-2013, 05:51 PM
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Yeah I agree, they need to challenge the big guys in order to get some limelight or else they wouldn't get any at all.
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post #6 of 11 (permalink) Old 08-21-2013, 05:53 PM
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Lincoln is missing that one car that will bring their brand the most attention that it needs and just face it the MKZ is not the one doing it.

the only way I could see is another refresh of the MKZ or just something....
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post #7 of 11 (permalink) Old 08-26-2013, 10:17 AM
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Originally Posted by Vendetta View Post
Lincoln is missing that one car that will bring their brand the most attention that it needs and just face it the MKZ is not the one doing it.

the only way I could see is another refresh of the MKZ or just something....
Halo car based on the Mustang. Something to get excited about. I think the biggest problem Lincoln has been facing with the MKZ and the rest of its lineup is that Lincolns core clientele is prime heart attack risk, making it very difficult to build exciting cars
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post #8 of 11 (permalink) Old 08-26-2013, 06:10 PM
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Originally Posted by whichonespink View Post
Halo car based on the Mustang. Something to get excited about. I think the biggest problem Lincoln has been facing with the MKZ and the rest of its lineup is that Lincolns core clientele is prime heart attack risk, making it very difficult to build exciting cars
that's actually changing, Im noticing more younger people in new Lincoln's, it's no longer just the car for old people.

MKZ seems to attract middle aged people and even young professionals.
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post #9 of 11 (permalink) Old 08-29-2013, 04:38 PM
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Slowly....

The number is still small for the younger crowds that own lincolns. Lets face it, its a tough segment and they are falling behind.
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post #10 of 11 (permalink) Old 08-30-2013, 01:12 PM Thread Starter
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Originally Posted by Radon View Post
Slowly....

The number is still small for the younger crowds that own lincolns. Lets face it, its a tough segment and they are falling behind.
Well imagine this for a second, a Lincoln based on the Focus ST to go head to head with Mercedes CLA, Audi A3/S3 and BMW 1/2 series (not half series smartalecks) I think thats a real way to get younger people into the brand, a Lincoln ST and a Lincoln Mustang would really bring the right to BMW, a Lincoln mustang could be upscale enough to compete for sales with the 4 series and E coupe but still pack that 5.0 power, although a Lincoln version would probably get the V6 TT from the MKS. a Lincoln ST could see the same engine choices as MKZ, if not something a little hotter..
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