• Jan 3, 2011
Now that the curtain has closed on Mercury, Ford Motor Company will redirect all of its marketing dollars for the oft-overlooked brand to the Blue Oval's luxury outpost, Lincoln. In speaking to Automotive News, the chairman of the Lincoln National Dealer Council, Bob Tasca, Jr., said, "You'll see a lot stronger presence in the advertising of Lincoln in 2011."

Lincoln spokesperson Christian Bokich reminded AN that the automaker is "preparing the way for seven new or significantly refreshed vehicles" that will be launched over the next four years, and the largest ad blitz in 2011 will focus on the refreshed MKX crossover, as well as the MKZ sedan and its hybrid counterpart. Following that, Lincoln has plans to launch a completely overhauled version of its Navigator SUV, an all-new C-segment vehicle and the overhauled 2013 MKZ, which Tasca says will be "strikingly different from its Ford Fusion sibling."

[Source: Automotive News – sub. req. | Image: John Neff/Autoblog/AOL]


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  • 32 Comments
      • 4 Years Ago
      They need a flagship RWD sedan to compete with the S-Class,7 Series etc.
        • 4 Years Ago
        They already have one which has outsold the competition, *combined*:

        Lincoln Town Car.
      • 4 Years Ago
      I suggest Lincoln take some of the money to redesign the Town Car.
        • 4 Years Ago
        They've done concepts like that, but never pulled the trigger for production.
        • 4 Years Ago
        Yeah.Or kill it.Nothing says You're a tired old carmaker more than a obsolete car that's still being manufactured.
        If they do a Townie again they need to do something really hip and maybe draw on that Kennedy era style.
      • 4 Years Ago
      Mercury ran ads?
      • 4 Years Ago
      i have NEVER seen a mercury ad ANYWHERE. so i'm not sure lincoln will REALLY benefit from what? $4 worth of advertising money they used to spend to make mercury's catalogues...
      • 4 Years Ago
      I look forward to seeing Lincoln's rebirth in the coming years. Now that Ford will pump more R&D and advertising dollars into the brand, Lincoln eventually will be able to play in with the big boys Benz, BMW, Audi, and yes Cadillac. Except for the current Navigator and the MKT, I like the styling and performance of all their other vehicles. Not to mention, compared to other luxury vehicles they are a bargain.
      CheckTheseOut
      • 4 Years Ago
      I wish advertising dollars was the only problem with Lincoln at this point...
      • 4 Years Ago
      Anybody like the idea of a Ford Mustang based Lincoln?
      I think it's what the brand needs.Any thoughts?
        • 4 Years Ago
        I'm not opposed to it as long as it is done right and does not involve terrible badge engineering.
        • 4 Years Ago
        The next Mustang is rumored to ride on the Aussie Falcon platform. It would certainly make sense to run a Lincoln off that platform as well. I'd love to see something like the Mercury Messenger concept from 2003 for Lincoln's two door offering and a return of the Continental for their flagship RWD sedan.
        • 4 Years Ago
        Expect the new 2014 Global Mustang rwd platform (50th anniversary) to yield a 4-dr sedan (???) and potentially an upscale 2015 2-dr coupe/convertible for Lincoln with next gen 3.7L V6 EcoBoost power... leave the V8 n 6-speed manual for the Mustang... cool!!!!!
        • 4 Years Ago
        I do, A Mark IX properly done would be sweet. They already have the power train and the platform. It would be even sweeter if they made it a two seater. That way it could be low and elegant, with no concerns for back seat passengers.
        • 4 Years Ago
        I'd love to see a Personal Vehicle from Lincoln again. Too bad that category died out after the 70's energy crisis
        • 4 Years Ago
        Ford needs to pull a Nissan-FM and put Lincoln and Mustang all on one RWD/AWD platform.

        Having the SHO and MKS cross-shopped is not what you want in a lux. brand.
      • 4 Years Ago
      is Jill Wagner included...?
        • 4 Years Ago
        You'll have to be content with watching her on ABC's "Wipeout". The Winter version starts this Thursday.
      • 4 Years Ago
      They need to drop the MK names and give proper names to the cars.
        • 4 Years Ago
        Too bad people were too stupid to get the MK scheme. The MKX was supposed to be the Mark X but everyone kept saying M...K...X. The whole lineup was supposed to be like that.
        • 4 Years Ago
        Totally agree!!!! If Lincoln wants to separate themselves from the rest of the Luxury pack... change the naming convention, get away from the stupid and meaningless MK crap and use historical names that have value... Continental, Versailles, the real Mark series, Town Car... Navigator... etc!!!
      • 4 Years Ago
      Make the Mercury girl the Lincoln Lady!
        • 4 Years Ago
        "You've got to put Lincoln on your list!"
      • 4 Years Ago
      Less brands/models = more resources for brands/models/core business

      Not rocket science, unless you are an American manufacturer apparently.

      Too bad Lincoln isn't getting more development dollars for a bespoke RWD platform, individual interiors and more substantial styling.
        • 4 Years Ago
        Please show me one Lincoln product, where the interior is the same as its Ford counterpart. Just one.

        It has been said so many times, as to be nausea inducing. When the MKZ and MKX get their redesign (vs their recent MCE), they will have completely unique sheetmetal, in comparison to their Ford counterparts.

        Ford will build Lincoln slowly, and profitably. To do anything else is foolish. Or, they could try the Cadillac method of flushing $6 Billion down the drain, and having one unprofitable car to show for it (oh don't worry, it doesn't show as unprofitable in the reports, since GM transferred most of the CTS's development costs to Holden).

        The problem with the internet, is people expect immediate everything. If you are expecting Lincoln to be perfect tomorrow............. to bad, ain't a happenin. Just like losing Billions hasn't made Cadillac perfect, and they have been working on it for 7+ years.
        • 4 Years Ago
        Too bad Lincoln is going to be getting more development dollars.

        Like I have said before on this site. Look at what Lincoln had in it's lineup five or so years ago. The LS? One good car. Pretty much anything on their lot right now is better as far as an overall vehicle goes.

        Lincoln is supposed to be getting a RWD platform. Not one interior is shared with Ford. And designs change.

        This is just only the beginning.

        Now look at Caddy. One shining star in their whole lineup since they were turned around. The Escalade has done well, too. Everyone complains about FWD in Lincolns lineup yet Caddy took the easy way out and made the SRX into a FWD CUV. Then there are the rumors that the Escalade is going FWD. Then there is the STS/DTS replacement which is FWD. Isn't that said to be their top model??
      • 4 Years Ago
      Ads is not the reason Lincoln fell, product was the reason. Ford should do exactly what GM did with Caddy few years ago. Hire a few edgy designers, give them free reign and some money. Sure short term you will be losing money but over they years Lincoln could become another Cadillac.

      What the hell, just hire Bob Lutz.
        • 4 Years Ago
        @ happyfun86: +1

        That´s the reason they need to go RWD instead of keep using Ford FWD platforms.

        People need to known they´re not buying a rebadged Ford.
        • 4 Years Ago
        Ford is going to have a tough time convincing the general public to pay more than $30,000 for a Ford Taurus. Sure their Limited and AWD scratch that barrier, and the SHO comes awfully close to Lincoln territory.

        The Lincoln MKZ currently runs the $35,000 dollar range, with the MKS at $40,000 and the Town Car at $45,000. Still it seems that some sales will be lost that used to bridge the gap between Ford and Lincoln products.

        Realistically Ford products should generally be priced below $30,000. Lincoln products should NEVER be priced below $45,000 which means Lincoln should move further upscale into the $45,000 to $60,000 range. However, this leaves a formidable gap between Ford and Lincoln that only Mercury can fulfill.

        True, Mercury was a redundant brand and its full potential never realized except in the Cougar and perhaps the Marauder. A little tweaking of the system and no doubt that Mercury would be even more wildly successful in America as let's say Opel or VW is in Europe. VW still has Skoda and Seat in its coffers along with Audi, Porsche, Bentley, Bugatti and Lamborghini.

        There is room for Mercury in the line-up, but bad management is to blame for its demise.
        • 4 Years Ago
        @jamie

        Actually you have it all wrong. Why buy the base MKS when you can get a Taurus SHO for the same price or less? Unless you really have to have Lincoln badges on your car the choice is a no brainer.

        Ford needs to make the Lincoln a significantly better car not just a slightly more upscale version of an existing Ford product. I’m looking at you MKZ…giving the MKS some credit since it came out prior to the Taurus.
        • 4 Years Ago
        Actually, Ford recently hired one of the guys (Max Wolff) responsible for the Art and Science design language at Cadillac, to work on future Lincoln products. The story was right here on AB, a month ago.

        http://www.autoblog.com/2010/12/01/ford-nabs-former-cadillac-stylist-for-new-lincoln-design-chief/
        • 4 Years Ago
        Presumably, there is a wave of top notch, cutting edge Lincoln product coming for those ad dollars to push.

        Sure, it's not "the New Standard of the World", much less "the Ultimate Driving Machine", but the current "Smarter than Luxury" campaign just needs a stronger push with more ad dollars to get the sales going, right?
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