Advertisement
Find a Car
Go!

Ford: Lincoln Dealers Need To Step Up Their Game


2011 Lincoln MKX FWD 4-door Angular Front Exterior View

2011 Lincoln MKX FWD 4-door Angular Front Exterior View

Ford has high hopes for re-establishing the Lincoln brand as one of the country's pre-eminent luxury nameplates. Over the next three years, Ford will introduce seven new or significantly redesigned vehicles, including a 2013 MKZ Hybrid expected to achieve 47 mpg in city fuel economy. Ford also hopes to nearly double Lincoln’s sales, taking the brand from 86,000 units in 2010 to 162,00 units annually by 2015. It sounds like now is an ideal time to be a Lincoln dealer, but all of this potential opportunity comes with a price.

Ford expects large-market dealers to invest a minimum of $1 million in showroom renovations over the next two years. Owners of dual franchise Ford / Lincoln dealerships are expected to spend $1.9 million on renovations, and Ford has a very specific timetable in mind: dealers must begin remodeling by the end of 2011, and must complete their showroom upgrades by the end of 2013. Dealers who don’t comply will risk having their franchises revoked, or, more accurately, bought out by Ford.

For now, the expectation applies to dealerships in large urban markets only, but Ford is clear about their position on Lincoln. Ideally, they’d like to see fewer Lincoln dealerships, especially in their top 130 markets (which account for 55 percent of the brand’s sales today).  Some 500 Lincoln dealers compete for business in these 130 markets right now, but Ford wants that number reduced to 325 dealerships by the end of the year. Forcing dealers to invest in significant property upgrades is one way of thinning the herd, and Ford sees upscale dealerships as an essential component in the rebirth of the Lincoln brand.

[Automotive News]

Advertisement
 
Follow Us

 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (4)
  1. Although I agree that Lincoln dealers do need to step up their game to compete with Audi, BMW, etc., Ford also needs to step up its game with better product. Everything is painfully dull. And those STUPID names have got to go. MK-whatever, they all are unmemorable. At least BMW's naming convention (usually) has meaning--323 tells you 3-series with a 2.3L engine.
     
    Post Reply
    Vote
    Bad stuff?

     
  2. Rich, Ford is well aware of this and is putting a lot of focus on revising the Lincoln product line for 2013. I doubt they'll change the names, and I'm in total agreement with you on that point. I can never remember which model is the MKZ versus MKS versus MKT.
     
    Post Reply
    Vote
    Bad stuff?

  3. If Ford won't do it, Lincoln should ask for some models from Europe to spice up the Lincoln line-up, which I agree is currently pretty boring. I can't belive Lincoln wants to become a model line-up of cross-overs and SUVs. MKS and MKZ are OK but not very exciting. I'd like to see a Lincoln model offered in a wagon and a sedan, about the size of a 5 series BMW, with AWD, and maybe a diesel hybrid.
     
    Post Reply
    Vote
    Bad stuff?

  4. These sales predictions are pretty lame when you consider Lincoln was selling around 200,000 units annually - based on real luxury cars - not re-badged Ford/Mercurys. The nomenclature strategy is appalling - and ruins the previous Mark history. It's all well and good to demand dealers invest but Lincoln needs to show dealers compelling product offerings. I am under-whelmed by most of the current offerings.
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion? Join the conversation!

Advertisement
Try My Showroom
Save cars, write notes, and comparison shop with hi-res photos.
Add your first car
Advertisement
Take Us With You!
   
Advertisement

 
© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by izmo, Inc. Send us feedback.