To expand the accessibility of the luxurious Lincoln brand in Asia, Ford is entertaining the idea of modifying Lincoln models before they go on sale in China next year, according to a Bloomberg report Monday.
This is evidently aimed to meet the tastes of wealthy Chinese consumers who often expect to be chauffeur-driven in their luxury cars. "The brand will come to life in China a little differently than here," Jim Farley, Ford's chief of Lincoln and global marketing, told reporters on Monday at the Detroit Auto Show. "We've made several changes, but we haven't shown the Chinese variations of our products yet."
The Bloomberg story noted Mulally is "trying to revive Lincoln and make it a global brand. In the U.S., sales have fallen 65% since peaking in 1990. Lincolns go on sale in China, the world's largest auto market, in the second half of 2014."
Ford may alter its new Lincoln models, such as the MKZ midsize sedan, to attract customers who ride in the back seat of the car."MKZ-class vehicles or above are chauffeur-driven," said Farley, who declined to say if Ford is stretching Lincoln models to make back seats bigger. "All the technology we put in for the driver is often someone who is driving the owner. Those are not subtleties. Those are really fundamental product requirements." Guess what this kind of publicity does for the luxury auto-buying consumers in North America and Europe? You guessed it -- this makes them begin to drool and it helps the MKZ-class vehicles appear very desirable and worth the modest MSRP of nearly $36,000. Yes, folks, you can drive a "luxury car" with a brand name associated with one of America's most famous presidents for only $36K! If a picture paints a thousand words, you'd be advised to take a look at the Lincoln Motor Company's Web site. It impressively demonstrates the hype and the elegant design that should help the MKZ-class become a big winner for Ford and its shareholders.
Check Out Our Best Services for Investors
- $2.5+ million portfolio
- Large-cap and dividend focus
- Intraday trade alerts from Cramer
Access the tool that DOMINATES the Russell 2000 and the S&P 500.
- Buy, hold, or sell recommendations for over 4,300 stocks
- Unlimited research reports on your favorite stocks
- A custom stock screener
- Model portfolio
- Stocks trading below $10
- Intraday trade alerts