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Discussion Starter · #1 ·
Bloomberg says that Ford's former CEO Alan Mulally wanted to ax Lincoln in 2013. It appears that last year Mulally wanted to shut down Lincoln, but then-CEO in waiting Mark Fields and Jim Farley, Ford's marketing boss, convinced Mulally to keep the brand and also created a plan to show that LIncoln is worth saving.

One of the reasons Mulally wanted to get rid of Lincoln had to do with the slow production rate of the MKZ combined with a very expensive marketing campaign. Fields and Farley developed a plan that waited until produced cars were at dealerships before initiating an ad campaign in order to avoid this problem. The MK, for example, will reach dealerships in the fall, and only then will it be marketed.

Thanks to Mark Fields for sticking up for Lincoln, and here's hoping his plan works!
 

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Discussion Starter · #4 ·
I can't imagine any established company creating an entirely new brand. That would take so much money to do all the marketing to educate people on the brand and to come up with a brand personality.
 

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Discussion Starter · #6 ·
Okay that is true, but in the case of Ford they already have Lincoln as a luxury brand, whereas Acura and Lexus and Infiniti were the luxury arms of Japanese brands. Ford would do better to rebrand Lincoln (which is what they did) instead of making a wholly new luxury brand.
 
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