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Lincoln to focus on volume models, not halo car

Posted Aug 26th 2012 10:00AM


There's profits in numbers. That's going to be the approach to new vehicles at Lincoln, Automotive News says. Lincoln will focus on high-volume vehicles instead of low-selling flagships and halo vehicles. That means a steady diet of alphabet soup loaded with MKZ's, MKX's and MKS's for dealers and no more fancy flagships or other vehicles that don't meet the volume metric. We'd rule out high-performance sport cars as well, but Lincoln, by definition, rules that out.

Those big-ticket vehicles costs hundreds of millions of dollars to develop, and, while they may bolster a brand's reputation, they wouldn't help Lincoln's bottom line. So the next big Lincoln to arrive will be a compact car known as the MKC. Then we'll see redos of the MKX, MKT, MKS and Navigator.

Dumping high-level aspirations may reek of desperation, but for Lincoln, these are desperate times. Sales for the brand were down 11 per cent in July and two per cent for the year, according to Autodata Corp. The brand currently lacks prestige, style or even an unique platform.

News Source: Automotive News - sub. req.

Image Credit: Copyright 2012 Zach Bowman / AOL

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