Cadillac has been tip-toeing in the European market for some time now, but Lincoln hasn't. In fact, outside of the USA and Canada Lincoln is a non-brand. In recent years the argument was that if Lincoln went international, it would step on Jaguar's toes, that's assuming of course if Lincoln had a credible product. But that's about to change as Ford divests its self of Jaguar...
So, in this now-new, smaller and more nimble FoMoCo; and with the world now becoming a smaller neighborhood; should Lincoln think about going global with their marketing?
"I see Lincoln as having the potential to be sold in markets that value the strengths of American products, so there may be opportunities outside the U.S.," states Lewis Booth, executive vice president-Ford of Europe and the Premier Automotive Group. "Do I think it will be everywhere? No."
Full story here.
"I see Lincoln as having the potential to be sold in markets that value the strengths of American products, so there may be opportunities outside the U.S.," states Lewis Booth, executive vice president-Ford of Europe and the Premier Automotive Group. "Do I think it will be everywhere? No."
Full story here.
ateixeira says:
09:27 AM, 02/ 5/08
Eventually, yes, but not until each new generation of product is ready.
Even then, only certain ones. I doubt they'd sell many Navigators in Europe. Or MKXs. Or Mark LTs.
On 2nd thought....
LOL
daytona_500 says:
09:44 AM, 02/ 5/08
"In fact, outside of the USA and Canada Lincoln is a non-brand."
Lincoln very much exists in the Middle Eastern market. They have the Town Car, MKX and the Navigator. They dont sell as well as Cadillac but still they're there.
estreka says:
11:46 AM, 02/ 5/08
I hadn't even thought about Lincoln as a global brand. I hadn't even considered they'd exist in 20 years.
rsholland says:
12:02 PM, 02/ 5/08
Mid-East? If they're there, they're brought over individually, as I'm pretty sure they don't have an official FoMoCo distributor. At least I can't find one.
stovt001 says:
12:51 PM, 02/ 5/08
Not with anything like the lineup they have now. They'd have to do a Cadillac style renaissance before they can successfully go global. Heck, they'd have to do that to successfully stay in America.
roar02ram says:
02:19 PM, 02/ 5/08
I see no reason for Lincoln (or Cadillac for that fact) to go to Europe, at least. I think that doing that in a profitable way - eg, platform sharing - will lead to a dillution of the brand that would weaken sales here in the US. Proof: the Lincoln LS, which arguably wasn't much of a seller here & didn't do so hot there, either.
redliner says:
06:02 PM, 02/ 5/08
If China likes Buicks, why not Lincoln?
China is becoming the dumping-place of all the "undesirable" american brands. LOL
stovt001 says:
07:13 PM, 02/ 5/08
Buick sells well in China because the Buicks sold there are not the same Buicks sold here. They are much, much better.
Cadillac is perfectly positioned to compete in Europe. Its newest offerings genuinely rival the Germans, and with the weak dollar they can do so at a much lower cost.
normgarry says:
09:31 PM, 03/ 3/08
Ford/Lincoln/Mercury is deep in the RED as is GM. GM's a larger maker so they can afford to be global. And yes, I second that comment made by redliner about China and Buick.
Lincoln can't afford to go global. They need to freshen their image at home because the'r best selling model is the MKX and soon to be the MKS since gas prices are horrific and the Navigator is an ugly, slow, guzzler - worthless unless you need something that looks good, feels good and has monstrous towing capacity.
Cadillac (and GM in general) is making the best cars they've ever made thanks to their design help from Drexel Meyer (designers of Maybach) but they are expecting the largest losses in history because of fuel prices.
Its a shame.