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Discussion Starter #1
At the crux of luxury is emotion. Mercedes, BMW, Porsche, Audi they all offer an emotional experience across their model lineup, emotion becomes the core competency and without one you can forget about attraction. There is nothing wrong per se with Lincoln vehicles being dressed better derivatives of their Ford brethren, I mean Audi has been parading that strategy for years, even Cadillac shares platforms with the rest of General Motors. Where the strategy becomes unforgivable is when you dress like a gentleman and behave like a child.

What Lincoln truly needs is a disruption, Cadillac did it after all. Currently Lincoln may make some interesting products but it doesn't do anything better than a German except come in at a lower price point. That is not good enough. The only way to make a name for yourself in the luxury segment field is to create a better car for your rivals and then turn around and undercut them on price. Thats called value. Now value and luxury may not be synonymous but thats when you think of value as a pure price ploy, its not. Value is a bang for your buck, how far can your $50K travel?

Back to emotions though, Lincoln needs to carve out its own emotional offering. BMW offers the thrill of driving, Mercedes the elegance of making it Audi lets you ride on the cutting edge and Porsche, well Porsche is Porsche. Lincoln cannot compete with those on a head to head basis, but what they can do is rekindle what they once stood for. We don't need Lincoln to care about lap times, top speeds or 60 sprints, there are plenty of those companies that do that better than Lincoln and Ford for that matter. What we don't have is a luxury car maker that makes you feel special and comfortable, Lincoln was that brand at one point. Lets bring it back?

Make a statement Lincoln, even if the car is unprofitable from a business standpoint, who cares, emotions are irrational. Captivate the heart, infiltrate the mind and we'll open our wallets, I promise.

 

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Seems to me lincoln doesn't want to take a hit, they just want to profit every step of the way. They at least need to build something amazing going beyond what they would do even if it means they take a loss for every car sold.
 

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Discussion Starter #3
you what else could be great, is transitioning the next gen MKS to all aluminium construction like the F150, Rear bias AWD or even if we're dreaming RWD, it is going to be produced alongside the mustang after all ;)
 

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you what else could be great, is transitioning the next gen MKS to all aluminium construction like the F150, Rear bias AWD or even if we're dreaming RWD, it is going to be produced alongside the mustang after all ;)
thats a great idea, anything to make it lighter and more fuel efficient is a big plus in a big vehicle. probably shave off a good 5+ MPG's
 

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Discussion Starter #5
thats a great idea, anything to make it lighter and more fuel efficient is a big plus in a big vehicle. probably shave off a good 5+ MPG's
oh easily, and it will feel much lighter on the road, the current MKS actually feels VERY sluggish. plus rear bias AWD or RWD would put it right in line with the Audi and the caddy XTS.
 

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oh easily, and it will feel much lighter on the road, the current MKS actually feels VERY sluggish. plus rear bias AWD or RWD would put it right in line with the Audi and the caddy XTS.
i bet on a track it will feel unlike any lincoln before it
maybe it will feel like a mustang in some ways
 

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Discussion Starter #7
on track? Lincoln has no business trying to focus on track performance. NEWS flash, those clients dont care about track time.

Ever hear a 7 series owner boasting how fast he can lap your local track NOPE. That was the whole point of the OP, Lincoln needs to find their own niche. Besides caddy doesnt even run the XTS on track..
 

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The Continental should be revived. It has such an iconic name and could be turned into an awesome halo car, or a sedan that would be placed above the MKZ. I would also support a coupe of some kind. Something that was smaller and perhaps less practical, but it would be focused on looking the part. Throw in a nice engine too.
 

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Discussion Starter #9
The Continental should be revived. It has such an iconic name and could be turned into an awesome halo car, or a sedan that would be placed above the MKZ. I would also support a coupe of some kind. Something that was smaller and perhaps less practical, but it would be focused on looking the part. Throw in a nice engine too.
they have the MKS above MKZ. The Continental could slot lovely into a segment against the Caddy XTS, end goal would be to compete with the 7 series of the world...
 

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hopefully they can reach the level they can compete with the 7 series and sedans like it but so far it seems like they'll be stuck with the cheaper end of the full size luxury sedans
 
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