Ford could take its Lincoln brand to international markets within five years
By Andrew, 04 Oct, 2010. 0 Comments
2011 Lincoln MKX
As soon as the luxury brand Lincoln is re-established in the US, Ford Motor Co. could take this brand to international markets within five years, according to Chief Executive Alan Mulally. On the sidelines of the Paris Auto Show, Mulally said that for now, the “primary focus” is the US but he thinks that with Lincoln’s new “fantastic lineup,” there will be a lot of customer demand around the world. Intending to focus on its mass market Ford brand, the company has sold off the Jaguar, Land Rover, Aston Martin and Volvo brands in the past few years.
Mulally said that this year, Ford is also terminating its Mercury brand to focus on rebuilding Lincoln. He explained that the company really had not invested much in Lincoln. Ford now plans to introduce seven new Lincoln vehicles over the next five years as part of the rebuilding process for the brand, which had been neglected after a succession of luxury vehicle marque acquisitions in the 1980s.
To reduce losses and raise cash for restructuring, Ford has been unwinding those investments. The latest had been the completion of the sale of Volvo to China's Geely last August. Mulally said that the US rebuilding of Lincoln is expected to be accomplished within four or five years. Mulally thinks that a “tremendous opportunity" awaits the Ford and Lincoln brands at the Asia-Pacific region. [via Reuters]
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