Of Detroit's three automakers, Ford may have emerged the strongest from the economic crisis, but its luxury division, Lincoln, isn't looking too rosy these days.

While Cadillac has been steadily rejuvenating itself with exciting new vehicles, Buick has reinvented itself from a stodgy old-man's brand into a fresh face of entry-level luxury, and even Chrysler has a strategy in place by pairing up with Lancia, Lincoln appears to be spiraling downwards. The days of luxury behemoths like the Town Car and Navigator are behind us, and the brand's latest products have failed to fill the void.

Sources anticipate Lincoln's sales will drop below 80,000 units this year, but a plan is reportedly in place to nearly double that number by 2015.

So how does Lincoln expect to get there? According to reports, through a large cash injection from its parent company. Sources state that Ford is preparing to invest $1 billion into Lincoln over the coming years.

So what will Lincoln get for all those zeros? As many as seven new products. The Navigator will reportedly be phased out by 2016, and the MKT is tipped to be dropped in favor of a luxury version of the Ford Explorer. A Focus-based C-segment sedan and crossover are also in the works, along with a new MKS sedan.

Dearborn reportedly plans to differentiate new Lincolns from their Blue Oval-badged counterparts with fresh sheetmetal, higher specification levels and stronger engines. Will that be enough? It had better be, as Lincoln is reportedly asking its dealers – many of which lost their Mercury lines when that brand was shuttered last year – to invest heavily in their showrooms as an integral component in bringing Lincoln up to the level at which it can compete with its German rivals.


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  • 100 Comments
      Making11s
      • 3 Years Ago
      My dream long-term Lincoln lineup. I even named them. Focus-based production version of the Lincoln C Concept with minimal changes (Lido) Fusion-based MKZ that has been further differentiated from it's platform siblings (Cosmopolitan) Next Generation Mustang-based 3 series fighter with sedan, hardtop convertible and coupe versions (Mark Series) Global Ranger-based highly functional SUV (Columbia) Explorer-based CUV (Aviator) Eventually an Escape-based CUV (Traveler) Navigator - For as long as there is an Expedition, there should be a Navigator Falcon-based MKS/Town Car Replacement (Continental or Town Car when in livery form) Ford GT Style halo car (Zephyr) And no more alphabet soup naming. Everyone else doing it is even more incentive to name your cars differently to distinguish yourself as a brand.
        QAZZY
        • 3 Years Ago
        @Making11s
        Stole the ideas right out of my head. Using the 5.0 in the Lincoln lineup could give them more sales to those hordes of people who demand a V8 in their luxury car. The EcoBoost would help with eco-conscious buyers. Slap one in the MKZ hybrid replacement, and watch mileage go up from amazing to ridiculous. The MKZ hybrid is already a class leader in mileage. The 5.0 and the EcoBoost can play their part in the M/AMG/S/F/V competitors.
      goober1424
      • 3 Years Ago
      May I humbly suggest a return to actual model names and dropping this nonsensical MK* crap. Also, seeing as the next Mustang will share its platform with the Falcon; a return of the proper MK by way of the Mark IX. Perhaps more fitting of Lincoln, bring over the Falcon platform to build a four door RWD sedan.
        tkosoccer03
        • 3 Years Ago
        @goober1424
        maybe you should also request that cadillac drop the *TS crap.... it's really not that confusing... LEARN THE FLIPPIN NAMES PEOPLE!!!
      jamiescale
      • 3 Years Ago
      Unless they make Lincolns RWD and change that confusing naming scheme, I don't see this expensive CPR working... They should've done this a long time ago but didn't and they should have to pay the price for their bad decisions. That last Navigator looked like it had braces and that MKT looks like a pregnant cow. Seriously Ford?? Shame on you.
        tkosoccer03
        • 3 Years Ago
        @jamiescale
        ya.. that confusing alphanumeric nomenclature that every luxury brand in the world uses.. that must be why sales are down.. ford mimiced cadillac's nomenclature. the problem isn't RWD or the names, it's the fact that their cars still look like they're for old people.. cadillac's are sharp, edgy, and cater to a younger market.
      DrEvil
      • 3 Years Ago
      Well congratu-freakin-lations. Rear wheel drive Redesigned Snozz Cars that cannot be visually or otherwise considered "Tarted Up Fords".
        DrEvil
        • 3 Years Ago
        @DrEvil
        Doubt that this can be accomplished before I have to retire my Lincoln LS. Catch you guys on the next go round. ATS I'm waiting on you.
          razorpit
          • 3 Years Ago
          @DrEvil
          The LS was a sharp looking car. Lincoln definitely took a few steps backwards since then...
          tkosoccer03
          • 3 Years Ago
          @DrEvil
          the LS was, according to DrEvil, just a tarted up (or down, depending on how you look at it) Jaguar S-Type...
          tipdrip215
          • 3 Years Ago
          @DrEvil
          It's a shame Ford cheaped out on the interior on the LS. They could have had an epic hit with that, even if they opted to go with a Jag V8 rather than the 4.6. As a GM guy, I love how the LS looked....on the outside.
        tkosoccer03
        • 3 Years Ago
        @DrEvil
        ...sans the MKS and MKT, which don't share a single piece of metal, or plastic, with either of their counterparts..
          DrEvil
          • 3 Years Ago
          @tkosoccer03
          Gotta disagree with you there, MKT = Ford Flex; MKS = Ford Taurus. Re-skinning a Ford does not a Lincoln make. Well oops actually, at today's FoMoCo it does. This is the reason that they are so far behind Cadillac.
      DSmithee
      • 3 Years Ago
      Lincoln can't be competitive to the likes of Mercedes & BMW without RWD vehicles.
      darkness
      • 3 Years Ago
      Wow a whole car lineup and none will have a name just letters picked out of a bingo roller.
      JasonERF
      • 3 Years Ago
      I love all the comments pouring in. My Two Cents: 1. Make the cars GORGEOUS and keep up RELIABILITY 2. Don't OBSESS with technology 3. Give us RWD 4. Don't OBSESS with technology 5. Create a competitor to the Caddy "V," MB AMG, BMW-M trim levels 6. Don't abandon the name NAVIGATOR - I hate that thing but, man, talk about an iconic vehicle and name! 7. Don't OBSESS with technology 8. Flagship should have a V8 9. Target 3/5/7Series but inject Americana luxury & cool 10. Give us RWD
        Dan
        • 3 Years Ago
        @JasonERF
        No Jason Ford's/Lincoln's problem is that they LACK technology. Have you seen the new Audi commercials where you can check your entire car via an app on your smartphone??!! I mean DUH that is HOT...Also Ford need to stop making Lincolns using Ford bodies ala MKS and Taurus I mean really??!! I am now sad that I own a 2010 MKS but that model year don't come with MyLincoln technology it is not coming to Lincoln until 2012 at the earliest....This may be my last American car that I will purchase...My thing is TECHNOLOGY...
          BMuscl
          • 3 Years Ago
          @Dan
          The MKS was the first car that didn't share any body panels with a Ford. The next was the MKT. They do share the same chassis. I'm not sure if that's what you meant. From here on, they won't share any switchgear either. Lincolns will get higher levels of technology than Fords as well as different engines and transmissions (8 speed). The next MKZ will show the "new" Lincoln. ;-)
      cadetgray
      • 3 Years Ago
      They need to just reissue the 1961 Continental with a world class RWD platform and build quality that would put Bentley to shame. Then you'd see a Lincoln worthy of the name. I saw a triple black '61 Continental convertible recently that is still far more beautiful than any current S-Class, 7-series, or LS on road. By Ford's admission, launching a new platform today costs in excess of $1billion, so I can't imagine anything glorious happening by spreading those dollars across so many models unfortunately.
      Dreday
      • 3 Years Ago
      In my opinion, Lincoln needs to re-launch the brand with a Halo car a luxury sport car first something to go head to head with Mercedes SLS, Lexus LFA and Audi R8. Next, follow that up with a big family sedan about the same size of Mercedes S-class, Audi A8 and Lexus LS460. If this big sedan platform is done right with RWD/AWD, and maybe pay homage to 62'-69’ Lincoln Continental. But with all of that being said, Lincoln needs to have a design contest from the top design houses around the world to create the next design language for the company. Also tweak the Ford engines to help move the brand up market. Lastly, ask Bob Lutz to consult on the product lines. Has anyone seen Lotus new car preview?
      amerifight
      • 3 Years Ago
      hurry up lincoln! and please please please finally build a flagship I don't care if its super expensive you need something fancy and fast to make your name mean something again!
      • 3 Years Ago
      [blocked]
        BG
        • 3 Years Ago
        "Seriously, people still buy either of those things? " They do,! It's one of the amazing marketing successes in the USA. There are suckers with more money than brains all over the place, and I often wonder where they get their money..
      Clock
      • 3 Years Ago
      Give us a luxury sports or GT car. A la mercury capri or ford thunderbird. Theres little competition on the american side of luxury sports cars.
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