Lincoln benefits from Ford Motor Co.’s decision to shutter its Mercury brand. The engineering resources that were freed up have been allocated to Lincoln’s project to develop as many as seven all-new or redesigned models in the next four years and to refashion the brand to become more luxurious and appeal to younger buyers.
Lincoln is Ford's luxury brand but admittedly, it can’t win against its rivals with its current product lineup and image. Presently, Lincoln’s share of the luxury vehicle market is at 5.7% and it has an average customer age of 61.
Scott Tobin, Lincoln's head engineer and product development executive, said that the seven upcoming vehicles are expected to exceed its competitors in terms of quality and technology.
In an interview with Detroit Free Press, Tobin said that he wants people of think of Lincoln as “a very serene, beautiful vehicle that is connected to the road and responsive." The first vehicle that came out of Lincoln's product evolution plan is the MKR concept displayed at the 2007 Detroit auto show. The MKR was a bold concept, but sadly, few design elements from the concept made it to production.
One of which is its signature double-wing grille. Aside from the unique exterior styling, Lincoln will soon offer more upscale interior styling, more technology, and exclusive features.
In particular, consumers should expect more leather surfaces, more advanced touch-screen navigation and climate controls, and electronically-controlled dampers for a more refined ride.
Lincoln also recently shared that a new C-segment (about the size of a Ford Focus) will be added to the lineup. This car, possibly previewed by the Lincoln C Concept, plays a role in Lincoln's plan to attract the younger generations to the brand. Lincoln expects that its new MKZ Hybrid and redesigned MKX crossover will get the ball rolling and will get their attention. [source Automobile via Detroit Free Press]