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Car Guy
Lincoln’s Future… If There’s a Future
Let’s hope that this great Amercan make didn’t peak with the Mark VII.
Back in the mid-'90s, Lincoln was riding high. Ford’s primo brand was actually outselling GM’s Cadillac division, which at the time was purveyor of stolid starter caskets to the AARP crowd.
It was Lincoln that birthed the idea of taking a big SUV from the lower-key Ford line, chroming everything that wasn’t plastic and then reselling it as a kind of 4x4 McMansion to go into the garages of actual McMansions.
You know, the Navigator.
On the strength of this monster hit, Lincoln became A Number One, the Duke of New York (and the rest of America, too).
Then… nothing.
Well, nothing but miscues and debacles like the Blackwood, Aviator, and Mark LT. And misfires like the coulda-been-a-contender LS sedan. That one was genuinely sad. Not because the car was a stinker, but because it wasn’t — and because of what it might have been. It was good-looking — and it was rear-wheel-drive, with a manual transmission available. Instead of developing it, Lincoln just dropped it.
Lincoln built lemons — while Cadillac built a better Navigator out of the Chevy Tahoe — and then upped the ante by revamping its entire passenger car lineup to appeal to people who have not fallen and can’t get up.
Now Cadillac is A Number One.
But Lincoln is apparently not croaked yet. At the Detroit Auto Show, Ford CEO Alan Mulally announced a $1 billion commitment to Lincoln’s revival, and showed the press a new concept car that bears the “DNA” of seven soon-to-be-here Lincoln models, the first reportedly based on the show car and scheduled for production circa 2014.
That’s good to hear — but unfortunately, the new car has an old name: MKZ.
There is already an MKZ in Lincoln showrooms and the problem is it’s not leaving Lincoln showrooms. At least, nowhere near enough of them are leaving showrooms. In 2011, about 27,529 MKZs found buyers.
Total Lincoln production for the year — that is, all of Lincoln’s current models combined — added up to just 85,643 units.
It’s a small number in such a big market.
Part of the reason why is the current MKZ is too obviously a Ford Fusion with a higher price tag. A much higher price tag: $34k to start vs. about $20k to start for the mere Ford. Just as the current MKS is a tarted-up Taurus. And the MKX is a not-well-disguised Ford Edge.
Cadillac, meanwhile, went clean sheet and renamed its new models — none of which (other than the Escalade SUV) shared any “DNA” with mere Chevys. For whatever reason, the public accepts badge-engineered big SUVs like the Tahoe-Suburban based Escalade (and the Expedition-Navigator, which Lincoln of course still sells). But when it comes to cars, not so much.
About the Author
Eric Peters is an automotive columnist and author of Automotive Atrocities: The Cars You Love to Hate (Motor Books International) and a new book, Road Hogs.
Letter to the Editor View all comments (27) | Leave a comment
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btims| 2.1.12 @ 7:06AM
Peters fashions himself as a hipster-libertarian, when he really is a hipster-doofus Paulbot, who wants a "de-clawed" US defense in order to "trade" with our adversaries around the world.
Doofus.
Dimitry Aleksandrovich| 2.1.12 @ 2:42PM
Our economy is in the tank and you'd rather be starting wars all around the world as opposed to jumpstarting our flat lining manufacturing base and start exporting cars and other goods instead of just weapons and war. You are the doofus...not this man Eric Peters and definitely not Ron Paul.
Occam's Tool| 2.1.12 @ 5:46PM
I owned a Catera. 1st and last German car this Jew will ever own. THE most unreliable car I ever had.
P.Smith| 2.1.12 @ 7:47AM
I always thought the Lincolns of the fifties sixties and seventies were very nice cars. There was a period toward the end of the fifties and the very beginning of the sixties that the cars looked kind of weird, but the Lincoln Continental made from 1961 until 69 was a very beautiful car. I even liked the very last of the great Lincoln land yachts made in 1979. I partly (maybe even mostly) blame the Federal Governments CAFE (Corporate Average Fuel Economy) Standards for the destruction of the Great American Automobile.
P.S. In reference to btims insult above I enjoy Eric Peters comments about the Auto Industry.
JP| 2.1.12 @ 8:46AM
I really didn't realize how small cars have gotten until I saw an old 1970s era Lincoln Continental drive down my stree last Sunday. My gosh, those things were huge.
Todd Powers| 2.2.12 @ 11:19PM
Compare the Chevy Malibu of 35 years ago with those of today.
SC Mike| 2.1.12 @ 8:00AM
Lincoln does have a fair model mix coming on line, but it needs to fix its naming conventions, reserving the MK or Mark for the kind of vehicle the old ones and the T-Bird used to be.
Hey, I've got 70K miles on my 2008 Fusion 3.0 SEL and expect 70K more before I get a Mustang. If they're still being made...
I too enjoy Peters' insights.
The Big E| 2.1.12 @ 8:54AM
I've always thought the Mark VII was one of the most underrated American cars ever. It looked great, drove great - especially the LSC - was comfortable for long hauls or short trips, and yet was put together from (mostly) simple mechanical components which were durable and easy to fix. I've never known anyone who had one who didn't love it, and though I've never owned one myself, I sure do wish I had.
Josephine| 2.2.12 @ 2:40PM
Memories! We had a Mark VII LSC in the eighties. It was a looker and a dream to drive. We passed it on to our grandson who drove it at SMU.
Jim Spoerl| 2.1.12 @ 10:46AM
Eric is sooo right. I've kept my 2002 LS (87,000 miles) since purchased new. Nothing Lincoln has made since came even close to the looks and styling of the LS line. And the grills just got bigger and uglier. Today it seems almost all cars, foreign & domestic are well into the "let's- -all-look-alike" mode. Except for Cadillac, which is damn ugly! So, I'll keep my 10 year old LS for another 80,000+ miles or so.
Say Baptist| 2.1.12 @ 10:48AM
After the Toranado,GM had a line of front drive badge engineered cars that while not as bad as the Vega (the Lordstown Lemon) was nothing to surpass a Rice Burner. Cadillac's entry was the Cinnamon or Cimeron Also a disaster.
Old Blevins| 2.1.12 @ 11:08AM
My favorite has always been the Lincoln Mark V. Loved that over-powered, gas-guzzling, road yacht. Had to go to the outer reaches of parking lots, because it took up two conventional spaces in th 1990's.
DatsunMark| 2.1.12 @ 11:38AM
When my Dad passed away my mom gave me his car....a 93 Lincoln Towncar. It gets 26MPG on the highway and 21 around town and drives beautifully. It is well engineered and plush which is what Lincoln needs to recapture. (But my *fun* car is my 69 Datsun Sports Roadster to hit the cruise- ins)
Ed| 2.1.12 @ 1:35PM
The Lincoln Continental used as a Presidental Limo during the early 60's was a classic American automobile. So were the Harley Earl-designed Cadillacs of that era.
Moe Blotz| 2.1.12 @ 7:50PM
Do you know Ed. at Car and Driver?
Dimitry Aleksandrovich| 2.1.12 @ 2:45PM
The dumbest move Lincoln has made to date is discontinuing production of the Town Car. I drove a 98 Town Car for the past 5 years and its probably the best car I've ever owned.
Dan| 2.1.12 @ 5:03PM
I owned a 1976 Town Car and although the ride was superior the dash rattled like hell and the dealership could never fix the problem. From there I went to the Continental, a very nice car and then to the Mark VIII LSC which, despite it's looks, was a great car. Ford killed the Lincoln by not investing time and money in the brand. It is probably too late now.
Jango Rainheart| 2.1.12 @ 5:18PM
Oh, please. When was Lincoln ever a good car? Sure, maybe it was a limomobile. But car?
Pat| 2.1.12 @ 6:16PM
Starter caskets to the AARP crowd” – clever turn of phrase but give the old folks a break here, they’re a legitimate market in their own right – a concept the automotive journalist crowd never seems to grasp. For a businessperson, tailoring a product to a specific market niche is desirable, it’s savvy marketing type stuff and the sort of arcane wisdom taught in business schools east coast to west coast. But the automotive journalist invariably pictures himself as a sporty, fun loving, young stud – one who religiously believes cars must have advanced styling, neck bulging acceleration, incredible cornering ability and come in various eye searing colors to earn even his minimal approval.
Young folks agree wholeheartedly with all “car guy” wisdom but then again these kids actually enjoy movies involving knife wielding maniacs in hockey masks slashing the throats of young, heavy breasted women who normally walk around the house all day in their underwear. Throw in some evil robots, werewolves and vampires and there you have the knife wielding maniac consumer crowd who would also love to own the kinds of sporty cars our automotive journalists get to frequently test drive but can never afford to purchase on their anemic writer salaries.
Lincoln has the right marketing plan for today’s demographics but then again so does Cadillac, Mercedes, BMW, Hyundai, Lexus and a host of other competitors. Being old but thinking you’re young is also an important marketing concept – like owning a Chrysler 300 with the Hemi engine on steroids model. This is a car an arthritic older person finds easy to get in and out of access wise, but also a car with enough horsepower to break the sound barrier, just what the AARP crowd wants, although they lack the reflexes and the courage to push that Hemi anywhere near its red line. So, our young folks won’t buy Lincoln’s current offerings even if you change the brand’s name but here’s hoping Ford can make small inroads against their German and Asian competitors – be nice to see our old folks tooling around in American cars which will actually compete on price and quality.
Bill| 2.2.12 @ 9:49AM
I totally agree with your comment. I am 65 years old, but have always been a Lincoln Fan. I owned a 1961 and a 1964 Continental when i was young, just because they were great riding, powerful, cruising Americana at its best.
I currently own a 1983 Continental Mark VI. It is a really great car, and was much underrated by the
auto critics. It actually has more interior room than the Continental Mark V.
Lincoln would do well to bring back a retro continental, Town Car, and the Mark Series.
They should start over with the Mark Series and call it the Mark 1.
e track from saq| 2.1.12 @ 6:33PM
He's certainly right about the Cadillac.2001 DTS
best car I've ever owned.600 miles trips without fatigue.For the big ride nothing beats the big ride.
Moe Blotz| 2.1.12 @ 7:52PM
My brother almost drove my daddy to drinkin' when he was driving around in his hot rod Lincoln.
albert constantine jr.| 2.1.12 @ 11:25PM
He was drivin up grapevine hill
passin' cars like they were standin' still
POST American| 2.1.12 @ 11:57PM
"---Understand folks, even NOW, at your
expense, the last of your economy is being
transferred to Glbalist RED China."
------UNDERSTAND the eternal nature and
unfolding REALITY of TREASON.
"The day will come when Americans
will WELCOME foreign troops on their
soil."
-Henry Kissinger
(David Rockefeller frontman)
1992
NOW, what on earth could he have
been talking about?
AS RED China is given a 7 MILE
sovereignty zone and business hub
south of BOISE (--the first of many)
----WHAT could Henry have meant?
----------------------------HMMMMM
Bill| 2.2.12 @ 9:54AM
Agreed. It is a conspiracy. The debtor is slave to the lender.
Corey| 2.2.12 @ 3:08AM
As a 20-something owner of a 2006 Lincoln LS, I have nothing but good things to say about Lincoln so far. As you say, it really is a shame they didn't do more with the LS, as it could've been the kind of gorgeous, sporty/luxury sedan the CTS is for Cadillac now. I mean, what's not to love about an American V8 with great looks and rear-wheel drive (as well as all the bells and whistles... and, just about as importantly, a much more affordable used car than comparable imports)?
Richard Baker| 2.2.12 @ 5:10AM
Used to be a Ford/Lincoln salesman. Lincolns are grossly overpriced and stylishly stunted. It appears that the brand that started waaay back with Henry Leland will go the way of the Mercury. Ford will ultimately stay with the Ford brand exclusively, I'm thinking.