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Opinion: How Ford Can Fix Lincoln

Can Ford revive a once-grand brand?

by on Aug.08, 2011

Despite high hopes, recent products like the MKS have done little to revive the ailing Lincoln brand.

Lincoln, Ford’s luxury brand, has been struggling of late, leading more than a few skeptics to wonder whether it’s time to abandon the once-grand marque, much as Ford recently dropped the long-suffering Mercury.  The Dearborn maker insists it remains committed to fixing Lincoln, with plans to introduce several new or redesigned models in the coming years, shuttering dealerships in over-saturated markets while renovating those that remain.

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While executives haven’t exactly been calling us for advice, we’re going to offer it anyway, because that’s what journalists do. If our plans for Lincoln succeed, we’ll expect our payment in a briefcase of $20 bills, thank you very much.

Just kidding—we give our advice for free. It’s up to the executives in Dearborn to take advantage. And Ford is taking the challenge seriously: The company has put together a 92-person task force to address Lincoln’s issues and hired designer Max Wolff away from Cadillac.

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