Well, it looks like 64% of you agree with me. In the poll (which closed late Thursday night), almost 2/3 of voters thought that an Audi-like model would be the best for Lincoln going ahead. While all proposed options would definitely be fun to discuss and "sandbox," I'm definitely most comfortable with the winner: A model borrowed from the Audi brand, sharing higher volume platforms but featuring exclusive style and technology.
Before we get to a lineup, we need to decide on a vision for the brand. Hopefully, this very same discussion is happening in a Detroit conference room too. If I were calling the shots, Lincoln would be hallmarked by distinctive styling, unparalleled technology, and driver-configurable "profiles" that adjust suspension settings, transmission and engine settings, interior atmosphere, etc. Overall, though, I'd like Lincoln to represent a line of unpretentious, effortless luxury: A car you buy because it doesn't look, feel, or drive like anything else on the road, not because of the badge on the hood.
Before we talk about specific models, let's get a few points out of the way.
1. Democratization of Technology is good, until it isn't.
Kudos to Ford for making their impressive SYNC and MyFord Touch systems available across the range, from the smallest car to the largest truck. That is truly commendable and shows that Ford is positioning the blue oval brand as a sort-of luxury alternative. The drawback, though, is that they do have a luxury brand that will inevitably need exclusive features. What i'd propose is looking at ways to add new layers to the already excellent systems.
For example, let's look at MyFord/MyLincoln Touch systems (sharing the same naming formula should change, too). What if you could take that "brain" and incorporate it into a Heads Up display? Then, picture an IR light curtain running from the gauge pod to the headliner, allowing the Heads Up display to act as a virtual touchscreen? The vital information (Profile; Atmosphere; Audio; Performance) could be projected as 4 wide buttons in a horizontal row at the base of the driver's field of vision (calibrated with the IR curtain setting based off of seat adjustment). Using the IR curtain to detect "interruptions" would mean the driver wouldn't have to physically touch the windshield or anything else; once the IR was interrupted, the next screen would display (profile would bring up 4 preset profile options; Atmosphere would bring up 2 "slide" controls for temp and fan; Auto would bring up a volume slider and "favorites" list of presets; and Performance would bring up some basic control settings). This setup would allow the driver to control the MyLincoln Touch system either by voice or touch, without ever taking their eyes off the road. Of course, the screen would remain for full functionality.
Or, what if we gave Lincoln some brand-specific feature naming? EcoBoost technology should be rebranded as TwinForce in Lincoln applications (TwinForce powered by EcoBoost if they insist) to further separate the Ford and Lincoln brands.
These are just examples, but they need to figure out these sorts of solutions which will help answer the question "why buy a Lincoln over a Ford?" As much separation in styling, interior switchgear (a pet peeve of mine right now), and technology would position both brands better, especially when they're sharing lot space.
2. Marketing already gets it, sort of
While the product has been midpack, the marketing team and advertising agencies have been getting this one right for a few years. Their established style of ads fit with my vision of Lincoln perfectly. What they'll need to continue to work on is the overall brand image. I don't think the average consumer has as much negative baggage associated with Lincoln as we auto enthusiasts believe. The problem lies firmly in a lack of projected image from Lincoln to consumers: They know that Lincoln exists, but they don't know what they stand for. Let's fix that.
3. No more alphabet soup
The same geniuses who thought Ford model names should start with "F" and Mercury names should start with "M" blessed us with one more brilliant idea: Name all Lincoln models MK_, with only the third letter in the sequence identifying one model from the next. To further confuse this mess, the first mentions of the 2007 MKZ and MKX were publicly pronounced "mark Z" and "mark X," but then later the pronunciation was changed to "M-K-Z" and "M-K-X." Now, I've heard the company's arguments: Alphanumeric names encourage customers to identify the car as simply a "Lincoln." It didn't work. Not even the most well-versed auto enthusiast can keep these designations straight all the time. As you'll see in my virtual showroom below, I'm recommending dropping the MK-mess as each model is redesigned (not simply freshened). Lincoln should be more than a "me too" luxury brand, and needs to start acting like it.
If they tell you it isn't about the product, they're lying. Here's the direction I'd like to see them go.
Car Range-
MKZ:
-Front-wheel drive / All-wheel drive, CD4 based
-EcoBoost 4 cylinder base / NA 6 cylinder option / EcoBoost 6 cylinder top range (AWD only) / Hybrid option
-Sell on technology, not on price. Don't decontent to meet the ES on price, beat them with style and technology.
The MKZ continues to be Fusion based, but shares no visible parts with the Ford sedan. Loads of standard equipment, only options being engines and 2 substantial upgrade packages. Engine choices independent of upgrade packages.
Sentinel:
-Rear-wheel drive / AWD. Falcon/Mustang based (these programs are in flux, believed to be sharing platforms going forward)
-EcoBoost 6 cylinder base / NA V8 option / EcoBoost V8 option? (that'd be awesome)
-Sedan, Coupe, and Convertible bodystyles
-Will serve as the catalyst for future Lincolns: Instead of trying to play in established segments, make new ones
MKS:
-FWD/AWD, D4 based
-NA 6 cylinder base / EcoBoost 6 cylinder option
-As the MKS' current platform mate Taurus moves to a lengthened CD4 Fusion/MKZ platform, MKS stays on D4 and adopts the MKT's longer wheelbase. With a competent MKZ sedan and sporting Sentinel sedan slotting below it, the MKS (perhaps adopting the Continental name? I'm back and forth on it) can move upmarket and sell on unparalleled technology, rear seat space, and style. Integrated configurable "profiles" (via a reworked MyLincoln Touch) allow the engine performance, shiftpoints, and even ride height to be customized to suit the drivers needs.
Crossover range-
CrosSport:
-AWD only, C3 based
-EcoBoost 2.0L sourced from Focus ST
-True sporting crossover, 2+2 or 2+3 seating
MKX:
-FWD/AWD, CD4 based
-NA 6 cylinder base, EcoBoost 6 cylinder option (unsure of the EB2.0 in this application)
-continues to improve on previous 2 versions, focusing on more distinctive styling and no visible connection to its Edge platform mate
Utility range-
Aviator:
-FWD/AWD, D4 based (Explorer variant)
-NA V6 standard, EcoBoost V6 option
-More traditional SUV style and stance, moderate off road capability, 2+2+2 or 2+3+2 seating
Navigator:
-RWD/AWD, F-150/Expedition based
-EB V6 standard, NA V8 (5.0) and perhaps (6.2) options
-Largest and most expensive vehicle in the lineup, sumptuous interior fitted with all the other Lincoln specific technology. Targeted more at execs, affluent boating crowd than the "bling" look-at-me crowd. Elegant and distinctive in its styling and presence.
So, what do you think? Feel free to send me your suggestions or dream Lincoln lineup and I'll try to share some of them here.
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