Ford's Next Move With Lincoln: This SUV. | Summary and Q&A

TL;DR

Ford is working on elevating their luxury brand, Lincoln, by repositioning it as The Lincoln Motor Company and introducing new models.

Key Insights

• 😨 Luxury cars, especially SUVs, are in high demand globally, particularly in China.
• 👶 Ford's decision to rebrand Lincoln and introduce new models reflects the industry trend of automakers focusing on their luxury brands.
• 🤨 GM is investing heavily in all-new models and platforms for Cadillac, while Ford is using existing Ford platforms for Lincoln, raising concerns about differentiation.
• ❓ Lincoln's success in becoming a separate luxury brand will depend on how well they differentiate their models and offer a premium experience.
• 👶 The introduction of new models like the MKC and Navigator will be crucial in establishing Lincoln's reputation as a serious luxury brand.
• 🙈 It remains to be seen if Lincoln can compete with well-established luxury brands like BMW, Audi, and Porsche in terms of sales and brand perception.
• 😨 Ford's strategy of elevating Lincoln's brand is driven by the potential for increased profits in the luxury car market.

Transcript

hey fools it's John rosar and today we're going to talk about Ford and an ongoing project at Ford that is something of a puzzle to some of us who watch the company closely and generally think that they make more good moves than not uh late last year Ford started its campaign to reposition its old Lincoln brand as The Lincoln Motor Company and they ... Read More

Questions & Answers

Q: How is Ford planning to elevate Lincoln's luxury brand?

Ford is rebranding Lincoln as The Lincoln Motor Company and introducing new models to increase sales and improve the brand's global status.

Q: Why is Ford targeting the Chinese market for their luxury brand expansion?

Luxury cars are in high demand in China, and many global automakers, including VW and Nissan, have seen great success by focusing on their luxury brands in this market.

Q: How does Ford's approach to elevating Lincoln differ from GM's strategy for Cadillac?

While GM is investing in all-new models and platforms for Cadillac, Ford is basing Lincoln's new models on existing Ford platforms, raising concerns about differentiation and brand credibility.

Q: Will Lincoln be able to establish itself as a separate premium brand from Ford?

The success of Lincoln's repositioning efforts will depend on how well they differentiate their models, offer a premium experience, and gain credibility as a true luxury brand.

Summary & Key Takeaways

• Ford is repositioning their luxury brand, Lincoln, as The Lincoln Motor Company to compete in the booming luxury car market.

• They plan to introduce new models and expand globally, particularly targeting the Chinese market.

• Unlike GM, Ford is basing their new Lincoln models on existing Ford platforms, raising questions about differentiation and brand credibility.