Lincoln to compete only in fastest-growing luxury segments

Article by Christian Andrei, on June 18, 2013

Lincoln will compete only in fastest-growing and high-volume luxury segments, Matt VanDyke, Lincoln's global head of marketing, sales and service, said during an investor conference. In his presentation, VanDyke showed a slide that featured the luxury segments expected to gain the fastest in a span of years.

According to the slide, the fastest-growing luxury segment is the compact crossover segment, for which Lincoln already has a candidate. Lincoln unveiled the MKC compact crossover concept at the Detroit auto show in January 2013. The MKC Concept is underpinned by Ford's global compact architecture. Ford, however, has yet to announce when a production version of the MKC will be rolled out to the market.

Once rolled out, the MKC will join the MKZ as the vehicle models spearheading Lincoln’s brand reinvention. Despite a difficult launch plagued by quality glitches and delay, MKZ sales have started to pick up this spring. Next to the luxury compact crossover segment, the second-fastest growing luxury segment belongs to small premium cars, according to the slide.

This hints that Lincoln would field in a small premium sedan in the future, as the brand currently has no offerings in this segment. Lincoln, however, has disclosed no plans to enter that segment, and VanDyke’s slide indicated no such intentions. Two sources familiar with Lincoln's product tone told Automotive News that the brand has no plans to a compact premium sedan.

Topics: lincoln

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