Autoblog

Filed under: Car Buying, Lincoln

A report today by Automotive News reveals that Ford doesn't plan on moving the Lincoln brand upmarket to take the place of Jaguar when the British brand is eventually sold along with Land Rover. First of all, who ever suggested that selling more expensive Lincolns was even a viable option? As Derrick Kuzak, Ford's group vice president of global product development, tells AN, "We have a ways to go to strengthen Lincoln." Indeed.

The talk about town was apparently that Lincoln could cross the $60,000 threshold to replace the position once held by Jaguar. We're not sure why Ford would think it even needs to compete in that price range any more, but with its current line up of the MKZ, MKX, Navigator, Town Car and Mark LT (for a few more months, anyway), the Lincoln brand is ill-equipped to compete with cars and SUVs that start above $60,000. Even the upcoming MKS luxury sedan will start well below that mark, as not many wealthy folk are interested in a V6 powering their ego trips.

But it's all good, because like we said, Ford doesn't need to compete in this segment. The school of thought that an automaker should be in every segment from dirt cheap to filthy expensive is what resulted in the Blue Oval Empire that the automaker is now in a race against time to dismantle.

[Source: Automotive News, sub. req'd]

 

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