Back in the 1960’s one of the best luxury cars in the world was the Lincoln Continental. Why was it one of the best? Well it came in both a hard top and convertible version and the president of the United States rode around in one. Ok being the presidential car doesn’t really make you best in the world, but being one of the most sought after luxury cars from the 1960’s is a big thing. Why is this, because luxury cars were not big in the 60’s, since most consumers were not into having the best of the best. All they wanted was a way to get around. Nowadays all consumes want is the best features, great safety features and a name which says my car is better than yours. Well it seems that Lincoln wants to take back their name which they had in the 60’s, and bring it back like Cadillac has done. Now why would Lincoln want to do this? Well it could be that the luxury market is much bigger than it was in the 60’s and it could be that more consumers prefer to have luxury car rather than an average car. Well what would you want, a Chevrolet or a Cadillac. I guess most said Cadillac. Now for Lincoln to get back into the world of 3, 5 and 7 series fighters, you must first have a product line which looks great, then you have to pump in some performance models. After that is done you have to get your name into some of the most luxurious places and been seen by the wealthy consumers. If you want to sell to luxury buyers, you have to go to where the luxury buyers are. And for Lincoln to do this, they have to dump the grandpa models and go after the younger crowd. Cadillac did this by changing its design language so much that grandpa would not want it. But grandfather’s grandson would want it, and want it they did. Since the release of the CTS and Escalade, Cadillac has jumped from country clubs, to race tracks and even the SEMA auto show. For the new Lincoln to take back what was once theirs, they must first create a benchmark model, and then build off of its success.
As the movie “Field of Dreams” once said “if you build it, they will come”. Lincoln will have to build what consumers want, for them to come to their showrooms. And one last thing the new Lincoln should know. If you want them to come, you don’t build a model off of a platform known for a love it hate it relationship (Flex – MKT).
February 22, 2011