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Lincoln to adopt Mini-like personalization strategy?

Posted Jan 18th 2013 10:15AM

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Lincoln MKC Concept interior

There's no single silver bullet that will cure all that ails the Lincoln brand, and Ford knows that just as surely as we do. Coming out with exciting new models like the well-received MKC crossover counts as several steps in the right direction, assuming of course that the production version is as appealing as the concept just shown at the 2013 Detroit Auto Show, but more is needed. According to Jim Farley, executive vice president of Lincoln, one more trick may be "mass customization."

Put another way, Lincoln is considering ways to allow buyers to customize their new vehicles right off the showroom floor, similar to how things are done at Mini, and, to a lesser extent, Scion, where Farley previously served as corporate manager. Imagine, for instance, ordering a new MKC with a large Lincoln insignia embossed into the leather seatbacks, according to Automotive News.

While we're not so sure anybody is all that interested in paying extra for more Lincoln logos, it's a strategy that has proven rather fruitful at Mini. Only time will tell if Ford's erstwhile luxury division will once again be seen as something truly worth reaching for, and if customers are willing to pay a further premium for customization.
Related GalleryLincoln MKC Concept

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Hdom

May be they should focus on building good cars and selling them at a reasonable price point first.

While this "mass customization" seems like a sound idea but Lincoln isn't Mini/Scion, it doesn't have the international recognition nor the sales figure to back it yet.

Lincoln should really focus on doing the same thing as what seems to be working for Ford and Koreans now, pack some value into their cars.

It doesn’t need to cut short on the equipments and try luring customers to pay for more options, cause they aren’t getting enough people to want to buy their cars in the first place.

January 18 2013 at 11:10 AM Report abuse rate up rate down Reply