With a updated MKZ and a new Continental readying for its debut, it seems Lincoln is on the right track. But what does the future hold for them? Those who were hoping for a return of Mark coupe series will be somewhat disappointed.
"We've said we need to cover the core segments first. Luxury coupes and sports cars are not the first place we need to go," said Matt VanDyke, director of global Lincoln to Automotive News.
That means focusing on their current lineup and making improvements. One of those improvements is updating its look. The 2017 MKZ is one of the first models to see this update with a new rectangular grille first shown on the Continental concept. Along with this, Lincoln is trying its best to separate itself from Ford. One of those is the MKZ not having the EcoBoost name on its turbocharged engines.
"If it is critical to the customer experience, we would change it," said Lincoln President Kumar Galhotra.
Lincoln is also readying two new products - not counting the Continental - that will be arriving by 2020. The luxury automaker is keeping quiet as to what those models will be. Sources tell Automotive News that one of new model will be a large crossover to slot between the midsize MKX and large Navigator SUV.
But a key point many Lincoln executives are quick to point that the luxury brand still has a long way to go in relevance. While sales are on the increase and early signs are pointing to some sort of relevancy in the market, Lincoln is still an unknown player in the luxury marketplace.
"The products are there," said Dave Sullivan, an analyst with AutoPacific. "But I don't think they're hitting the targets they need to hit in the competitive world. I don't think anyone was expecting that yet, though. It's a 10- to 15-year plan."
Source: Automotive News (Subscription Required)