Ford wants Lincoln to be a luxury player with FWD

Article by Anita Panait, on February 1, 2012

In the past, there were two categories of premium vehicles – the true luxury cars and the wannabes – defined by how power was transmitted from the engine to the wheels. Rear-wheel-drive vehicles, like the ones by BMW and Mercedes-Benz, were the true luxury cars, while front-wheel-drive units, produced by other marques, were the wannabes.

But that was the past. Presently and for the future, the label “luxury” won’t be determined by the wheel drive configurations.

This came as Ford Motor Co. is preparing its strategy for its Lincoln vehicle that will be based on fwd platforms. Other Ford cars and crossovers will also be using the same platform derived from the One Ford global strategy. Ford plans to differentiate its brands by unique styling and technology that will belong to the Lincoln.

C.J. O'Donnell, Lincoln's group marketing manager, said the brand "will leverage fwd and awd platforms in its first transformational products”, says Autonews.

O'Donnell said the brand will remain open to other platforms in the potential long term based on specific consumer or segment-specific requirements. Lincoln's group marketing manager said their products, both fwd and awd vehicles, deliver the attributes that their target customers require -- design, interior package and spaciousness.

Lincoln plans to introduce seven new or refreshed cars, crossovers and SUVs for the next two years. Lincoln recently unveiled its fwd MKZ Concept at the Detroit Auto Show, highlighting the brand’s new styling direction. While some expressed criticisms and concern over Ford’s fwd strategy for the Lincoln, there is no risk involved since the brand is sold only in North America.

Topics: ford, lincoln, fwd

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