Lincoln will rebuild its entire lineup, says Ford CEO Allan Mulally

Article by Christian Andrei, on November 9, 2010

As you may know already, Ford has big plans with its Lincoln brand, and it already announced when the Mercury brand was phased out, that it will focus more on the luxury brand.

According to Ford CEO Allan Mulally, the Lincoln plan will include three pieces. First of all, the Lincoln brand needs to have dynamite luxury vehicles.

The second piece is a new dealership network, placed in the right places, especially where the luxury customers are in the United States.

The most important point is the 3rd, which says that the Lincoln stores that remain in the race need to take the consumer experience to a whole new level to support the luxury customers, just like Mercedes-Benz, Lexus and Bmw dealerships do.

The most interesting thing is that the new Lincoln lineup will offer completely differentiated vehicles. This means that the Lincoln will offer something more than some rebadged Ford vehicles.

And because Lincoln will take on brands such as Bmw, Mercedes-Benz and Lexus, the American manufacturer also wants to accelerate the production of all of their full family of vehicles in China. [via autonews - sub. required]

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