Ford Releases More Plans about the New Lincoln Project
Ford just released more information on their plans to revamp the Lincoln brand
Online PR News – 25-September-2012 – Detroit, MI – The Ford Motor Company has just released more details about Lincoln’s upcoming makeover. Their plan is to transform Lincoln into a luxury brand once again. Not many details have been released yet, but Ford has made it clear that a serious effort will be put into this project.
One main goal for this Lincoln project will be developing a brand new organizational structure for Lincoln. Prior to 1950, Lincoln was its own “house,” supplying their own designers, engineers and assembly in their very own headquarters. Today, Lincoln is basically a division of Ford. Ford uses a matrix organization to run Lincoln, supplying designers, engineers and managers on an as-needed basis. The lack of leadership in the Lincoln division has lead to a recent decline, so Ford has decided to bring in a core team of executives to run the Lincoln brand.
Another goal for Lincoln during this new project is to attract a new generation of buyers. Lincoln strives to keep up with the times, so they have decided to change marketing and target market efforts to attract people with a different psychographic mindset than those who have been buying town cars for the last quarter century. They want to do this, however, without abandoning their current loyal customer base.
This project also includes developing new, daring products. Lincoln plans to continue to build their product off of corporate platforms, but customers will see a significant difference from Ford-branded vehicles. All Lincolns will use push-button transmissions, eliminating gear shift leavers on the center console. This will give designers more freedom to change interior features such as the console and instrument panel in order to differentiate Lincoln vehicles from Ford.
One final aspect of the project will be new dealerships. Lincoln is currently in the process of slashing their number of U.S. dealers. As a result, they are planning to invest in new facilities for the remaining dealerships, making them look more like an upscale boutique hotel with features such as reading rooms and coffee bars. They hope this atmosphere will cater to their upscale clientele.
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