Lincoln is at the beginning of rebooting it’s brand, and with that the opportunity to position itself to stand out among all the other “premium” car brands.
It would appear that Lincoln is positioning itself to compete against brands like Volvo, Lexus, Acura, and Audi. We think, to quote Don Adams, the original Maxwell Smart, they are missing it by that much.
“Premium Luxury” is the new black, everyone is doing it. To stand out in that very crowded demographic, you have to do something different, and what Lincoln is bringing to market isn’t different enough.
Rather than compete against such a crowded field, we believe that Lincoln needs to look further up market, to take on former Premier Auto Group members Jaguar and Land Rover, the reasons are several.
Number one, there is less to compete against. When there are few competitiors to draw your attention away, it’s much easier to be the point of focus.
Number two, pricing separation. As it sits right now, Lincoln will continue to have the issue it has had for a number of years, and that is, it’s just a gussied up Ford. Look at the Ford Fusion in Titanium trim, out the door it’s going to sell for between $34,000 and $36,000. The new Lincoln MKZ starts at $37,000 and can go out the door, similarly equipped to the Fusion for about $42,000. That’s not much of a premium. The same goes across the board when you look at Edge vs. MKX, Taurus vs MKS and Flex vs. MKT.
While there is now more of a difference in both interior and exterior design, it doesn’t take much of a discerning eye to tell they share a common platform.
Number three, in moving further up market, you have much more pricing power and hence profitability, with the added benefit of having the ability to bring unique looks to both the exterior and interior of the vehicles. The ability to use much higher quality materials in a more top shelf brand also would help distinguish it from it’s parent brand.
Lastly, in reaching to a higher demographic, Lincoln would have the opportunity to truly be an aspirational brand, rather than just another “premium luxury” brand. They could redefine what an “American Luxury Brand” is. Rather than some cliche’ from the 1960’s to the 1980’s, American Luxury doesn’t have to be “boulevard smooth” nor does it have to be the the latest in consumer electronics, rather than “custom” it should be “bespoke” Most anyone can have “custom” few can have “bespoke”.
Lincoln should not get carried away with “gimmick” interiors that are all about the latest in technology. As we are beginning to see, most interiors that but a focus on the latest in consumer electronics of the moment, are (a) 9-24 months behind the curve to begin with, and (b) don’t age well, both from looks and from function. Classic and timeless should be the focus when it comes to interiors at Lincoln. Simplicity is it’s own luxury.
If Lincoln is to be successful in it’s reboot, it will have to be something different than it’s competitors. Pretty advertising is great for getting people in the door, but the product must, not match expectations, but far exceed them. In rebooting the brand, Lincoln HAS the opportunity to place itself where it wants, as they try to start with a clean sheet, the question is, are they positioning themselves for success, or just to get lost in the crowd once again.