Sales

Lincoln Isn't Coming to Europe For Good Reason

No surprise here.

Ford has been working overtime lately in order to find a way(s) to make its premium Lincoln brand relevant. Many have their doubts. Fortunately, Lincoln has two new models out now that are actually competitive, the MKZ sedan and the MKC crossover. Whether buyers respond in kind remains to be seen. However, what won’t be happening for Lincoln is to have it sold in Europe. Soon to be former Ford CEO, Alan Mulally, recently told Autocar that there are no plans to bring Lincoln to Europe.

Instead, its two main markets will be the US and China. Basically, Ford sees China as an ideal market for Lincoln due to the popularity of Buick and the Chinese preference for large, premium sedans. Ford is also fully aware of Cadillac’s not so easy quest to become a major competitor in Europe. Considering Cadillac is at least 10 years ahead of Lincoln in the US in terms of both image and product, any attempt for the latter to make it in Europe is damn near impossible. Instead, Ford is planning to move its models upmarket in Europe to help fill the luxury void. This has already begun, in fact, with its new sub-brand, Vignale.

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