Ford trains dealers in Lincoln Academy to revive brand

Article by Anita Panait, on June 14, 2013

Ford is pouring over $1 billion to revive its Lincoln brand, with focus on creating a luxury car-buying experience that will entice younger, better-educated and wealthier buyers. To implement the magic, Ford its teaching its dealers the tricks by having them undergo training at the Lincoln Academy. The academy aims to raise dealer’s consciousness and sharpen their senses with exercises like sampling cheese.

The training was indeed challenging. One of the trainers asked dealers of the age of their customers, several of them relied with numbers in the 70s and 80s. Doug Fiedler, a Lincoln Academy trainer who consults for firms like Ritz-Carlton Hotels and Norwegian Cruise Lines, responded that people who “literally live their whole lives to aspire” to buy a Lincoln. He said that this is not a good business model.

Lingering questions over the state of Ford’s luxury brand were answered through the launch of the Lincoln MKZ luxury sedan – the first of four new or redesigned models in four years. According to data from Bloomberg Industries and researcher, Lincoln posted record sales of the MKZ in each of the past two months.

The MKZ even spent fewer days on dealer lots than the BMW 3-Series or the Mercedes-Benz C-class. Ford considers Lincoln as vital to its future as it needs successful high-profit luxury line to complement its own range of vehicles. Ford posted a record $8.34-billion pretax profit in North America in 2012 and has posted a 0.8 percentage point gain in market share so far this year.

Topics: ford, lincoln, academy

If you liked the article, share on:


Login or Create new account to add a comment!


It wasn’t too long ago when Maserati took the wraps off what appears to be the most gorgeous concept coupe ever made. The Alfieri coupe premiered at the 2014 Geneva...
by - October 23, 2016
Many have been excited with the impending arrival of the next-generation Jeep Wrangler and the new 2019 Jeep Grand Wagoneer, which is slated to be the brand’s new range-topping model....
by - October 21, 2016
Chevrolet has taken the wraps off its new Chevrolet Colorado ZH2 at the fall meeting of the Association of the United States Army (AUSA). Tagged as the most extreme fuel-cell-powered...
by - October 21, 2016
Honda has unveiled the fifth generation of its hot-selling SUV – the 2017 Honda CR-V. The latest iteration of the CR-V should help it maintain its benchmark status in the...
by - October 21, 2016
Many are already expecting BMW to launch an ultra luxurious SUV that will serve at its new flagship by late 2018. Larger than the X5 and X6, the new X7...
by - October 21, 2016