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

Article by Christian A., 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 chief executive 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.

Lincoln is a luxury auto brand of Ford Motor Company. It started off as the Lincoln Motor Company, which was founded by Henry Leland and son Wilfred in August 1917. Interestingly, Leland was also one of the founders of Cadillac, a rival luxury vehicle brand owned by General Motors. He sold Cadillac to General Motors in 1909, and remained as an executive until 1917. His exit from GM that year was prompted by a dispute with company president William Durant.

Leland chose to name his newly founded company after US President Abraham Lincoln. Lincoln Motor Company’s first automobile was the Lincoln Model L.

In 1922, Lincoln was nearing financial collapse was placed under receivership. Ford acquired Lincoln Motor Company on February 4, 1922 for $8 million. As Henry Ford wanted to create a stand-alone luxury-vehicle division, his company’s acquisition of Lincoln allowed the carmaker to compete against other luxury auto brands such as Cadillac, Marmon, Pierce-Arrow, Peerless and Packard.

Earlier this year at the 2010 Detroit Auto Show, Lincoln unveiled the facelifted version its MKX mid-size crossover with all areas. Aside from a new exterior and interior designs, the new 2011 MKX boasts of features and technologies not available anywhere else as well as a new powertrain.

On the front, the new 2011 Lincoln MKX features a more distinctive, split wing grille as well as a completely new front fascia. HID headlamps and LED tail-lamps are now also available for the refreshed version of Lincoln mid-size crossover.

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