It hasn’t been too long since Ford’s premium brand, Lincoln, announced it would be entering a whole new kind of chapter. As it gets closer to launching its future lineup, the plan has revealed something rather interesting. Instead of putting efforts into spot light stealing, low volume rarities also known as Halo cars, Lincoln will put its focus on the opposite. Flagships, as important as they may be, hemorrhage development costs and thus, the luxury brand will concentrate on high volume from a limited lineup.
The strategy will be performed in order to attempt and boost the brand’s overall market share. By appealing to entry-level luxury buyers, Lincoln hopes to boost its hold by becoming much more accessible. According to an Automotive News article, smaller vehicles from Ford will be turned into Lincolns so entry costs can stay low enough to encourage multiple purchases. Following the launch of the Fusion twin – the 2013 MKZ – a luxury version of the all-new Escape will pick up where the Mariner left off. Simply put, Lincoln doesn’t want to waste anymore money.
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