Lincoln hoping luxury buyers will accept FWD

[BMWDave]

Future Products: Ford Motor Co. -- Lincoln hoping luxury buyers will accept front-wheel drive platforms
AMY WILSON | Automotive News
Posted Date: 8/15/05
DETROIT - The crux of Lincoln's comeback lies in two premium sedans with ties to Volvo.

Lincoln will introduce an entry-level front-drive sedan this fall, but the cars that could re-energize Lincoln as a true luxury player begin to arrive in 2007.

Lincoln's success depends on execution. The new cars must offer expressive styling, modern luxury appointments, technology advancements, a refined ride, sure-footed handling and V-8 power, industry analysts say.

But there is an element of risk in Lincoln's car strategy. While most luxury brands have touted rear-wheel drive, Lincoln's cars will be developed on front-drive platforms with available all-wheel drive. They are based on by Ford's fwd D3 platform, which originated at Volvo.

"Lincoln's success is really predicated on Ford being able to introduce new vehicles that are distinctive and provide the ride and handling and performance that one would expect in a luxury vehicle," says Erich Merkle, product analyst with IRN Inc., an automotive forecasting firm in Grand Rapids, Mich. "I think their efforts thus far have been subpar."

Lincoln's 'bull's-eye'

Lincoln officials acknowledge the existence of the two new premium sedans. But that's where the talking stops.

"We can't say much about them yet beyond that they will be the significant factor in redefining what Lincoln will be in the marketplace," Lincoln Mercury President Al Giombetti said in a prepared statement. "They are the bull's-eye of the work we've been undertaking the past couple of years."

The flagship sedans for Lincoln are long overdue, analysts and dealers say.

Lincoln discontinued the Continental in 2002. The aging Town Car, which rides on a platform dating to the 1970s, underwent minimal styling changes when it was re-engineered earlier this decade. The LS, though well-regarded upon its 1999 debut, also has languished.

During that period, Lincoln sales have fallen drastically. U.S. sales dropped from a high of 231,660 in 1990 when it relied totally on car sales to just 139,016 in 2004 with a mix of cars and trucks.

The first of the premium sedans, a mid-sized car scheduled to replace the LS, debuts for the 2008 model year. It will be followed by a larger sedan. While the timetable for that sedan is not final, that car could appear for the 2009 model year, sources say. This second vehicle could revive the storied Continental nameplate.

Both cars are expected to be assembled at Ford's Atlanta plant. Annual production of the two cars could approach 90,000, a source says.

The D3 platform also is the foundation of the Ford Five Hundred, Ford Freestyle and Mercury Montego. Those vehicles went on sale last fall.

More vehicles coming

The two premium Lincoln cars will offer awd and a V-8 engine, sources say. That engine likely is a variant of the Yamaha V-8 used in the Volvo XC90 sport wagon. Ford could set up North American production of that engine at its plant in Lima, Ohio, sources say.

The Lincoln line will add two other vehicles.

Lincoln will offer what Ford executives are calling a "people mover," a minivanlike vehicle developed from the D3 platform. It also is scheduled for assembly in Atlanta. While the timetable is not final, the vehicle likely will debut for the 2009 model year.

And this fall, the first of Lincoln's new models will arrive: the entry-level, V-6-powered 2006 Zephyr. The Zephyr, Ford Fusion and Mercury Milan were developed on a modified Mazda6 platform. The Zephyr shares 72 percent of its components with the Fusion.

As for the aging Town Car, Lincoln may keep the existing model beyond the debut of the new premium sedans, sources say. Why? It's profitable and the car has a strong following with senior citizens and the livery business.

[850CSi]

FWD will not be a problem, look at Acura and Lexus (TL, TSX, ES330)...

The problem will be Lincoln's old-man bad-car Image. Does anyone on the street know that the current RWD LS is an excellent car?
No.



Personally, I would like to see Lincoln succeed for a change, as their new offerings are quite competitive. Somehow, I just don't see it happening, especially with the foreign bias of the luxury car market.

[giant_mtb]

FWD won't be a problem at all.

[SJ_GTI]

FWD won't be a problem at all.

I don't thikn FWD with AWD option is a problem for Lincoln, as long as they are priced accordingly. FWD variants should be singificantly cheaper than RWD/AWD competitors, with the AWD variants being a bit closer.

Lincoln doesn't really have any status left in the US as far as I know, so they need to price their cars aggressively.

[Raghavan]

Goddamn, more FWD cars. More reason to like Cadillac nowadays.

[TBR]

They need to get rid of the Town Car, keeping it around will just make their image worse.

[Raghavan]

They need to get rid of the Town Car, keeping it around will just make their image worse.

at least the town car is RWD...

[TBR]

What an idiotic comment, but then that is what we all expect from you.

[Raghavan]

What an idiotic comment, but then that is what we all expect from you.

It's true. I read an article where lots of older guys are staying away from FWD cars, and the Town Car is the only RWD thing they got, besides the LS which is getting killed. It's not idiotic.

[TBR]

It is an idiotic comment, older people might prefer RWD (though I doubt that is true, look at Buicks and Cadillacs (which until just recently were all FWD)), but the Town Car being rwd offers absolutely no advantage from an enthuisists viewpoint.

[FlatBlackCaddy]

some old timers think that FWD cars are way more complicated and cost 4x to fix than a rwd car.

Its pretty amusing actually.

Lincolns problem isn't what wheels drive the car, its whats attached to the wheels that they need to work on if they want to have the image of a true luxury automaker(MB Lexus, etc).

[Raghavan]

It is an idiotic comment, older people might prefer RWD (though I doubt that is true, look at Buicks and Cadillacs (which until just recently were all FWD)), but the Town Car being rwd offers absolutely no advantage from an enthuisists viewpoint.

When cadillac switched to RWD, their sales shot up bigtime. And how many enthusiasts buy Lincolns?

[TBR]

It is an idiotic comment, older people might prefer RWD (though I doubt that is true, look at Buicks and Cadillacs (which until just recently were all FWD)), but the Town Car being rwd offers absolutely no advantage from an enthuisists viewpoint.

When cadillac switched to RWD, their sales shot up bigtime. And how many enthusiasts buy Lincolns?

The Town Car is already RWD yet you don't see any enthuisists buying it, a boat is a boat no matter which end gets the power.

[ifcar]

They need to get rid of the Town Car, keeping it around will just make their image worse.

Cadillac is able to keep the DTS around without hurting its image, Lincoln can do the same with the Town Car. It would be insane to kill off such a profitable vehicle anyway.

[TBR]

They need to get rid of the Town Car, keeping it around will just make their image worse.

Cadillac is able to keep the DTS around without hurting its image, Lincoln can do the same with the Town Car. It would be insane to kill off such a profitable vehicle anyway.

They need to either get rid of it or make a radical change to make it more up to date, like GM did with the Deville in 2000 and the DTS this year.

[ifcar]

They need to get rid of the Town Car, keeping it around will just make their image worse.

Cadillac is able to keep the DTS around without hurting its image, Lincoln can do the same with the Town Car. It would be insane to kill off such a profitable vehicle anyway.

They need to either get rid of it or make a radical change to make it more up to date, like GM did with the Deville in 2000 and the DTS this year.

If it ain't broke...

It still sells very well with minimal R&D. A major update is apparently in the works for 08, but there's no rush as long as it keeps selling well and profitably.  

[BMWDave]

They need to get rid of the Town Car, keeping it around will just make their image worse.

Cadillac is able to keep the DTS around without hurting its image, Lincoln can do the same with the Town Car. It would be insane to kill off such a profitable vehicle anyway.

They need to either get rid of it or make a radical change to make it more up to date, like GM did with the Deville in 2000 and the DTS this year.

If it ain't broke...

It still sells very well with minimal R&D. A major update is apparently in the works for 08, but there's no rush as long as it keeps selling well and profitably.

Its one of Fords most profitable cars, along with the CV and GM.

[Raghavan]

It is an idiotic comment, older people might prefer RWD (though I doubt that is true, look at Buicks and Cadillacs (which until just recently were all FWD)), but the Town Car being rwd offers absolutely no advantage from an enthuisists viewpoint.

When cadillac switched to RWD, their sales shot up bigtime. And how many enthusiasts buy Lincolns?

The Town Car is already RWD yet you don't see any enthuisists buying it, a boat is a boat no matter which end gets the power.

How many enthusiasts actually buy Lincolns? The Town Car is meant for older people, and making it FWD would alienate their buyers.

[ifcar]

They're not making it FWD. And Buick and Cadillac never alienated their buyers with all-FWD lineups.  

[TBR]

It is an idiotic comment, older people might prefer RWD (though I doubt that is true, look at Buicks and Cadillacs (which until just recently were all FWD)), but the Town Car being rwd offers absolutely no advantage from an enthuisists viewpoint.

When cadillac switched to RWD, their sales shot up bigtime. And how many enthusiasts buy Lincolns?

The Town Car is already RWD yet you don't see any enthuisists buying it, a boat is a boat no matter which end gets the power.

How many enthusiasts actually buy Lincolns? The Town Car is meant for older people, and making it FWD would alienate their buyers.

Actually, a fair number have bought LSs (a highly underrated car).

[ifcar]

A low number have bought the LS, it's a great car but a sales dud.  

[Raghavan]

It is an idiotic comment, older people might prefer RWD (though I doubt that is true, look at Buicks and Cadillacs (which until just recently were all FWD)), but the Town Car being rwd offers absolutely no advantage from an enthuisists viewpoint.

When cadillac switched to RWD, their sales shot up bigtime. And how many enthusiasts buy Lincolns?

The Town Car is already RWD yet you don't see any enthuisists buying it, a boat is a boat no matter which end gets the power.

How many enthusiasts actually buy Lincolns? The Town Car is meant for older people, and making it FWD would alienate their buyers.

Actually, a fair number have bought LSs (a highly underrated car).

well, the LS was the only sporty car in their lineup.

[TBR]

Exactly, the Town Car isn't sporty and therefore there is no benefit to it being RWD.

[Raghavan]

Exactly, the Town Car isn't sporty and therefore there is no benefit to it being RWD.

old people like RWD....
Besides, it's selling well, with no R&D costs.

[TBR]

old people don't care.

[BMWDave]

old people don't care.

 

[Laconian]

It's true. Old people don't notice what end gets the power when they drive, because they don't USE any power when they drive. If all you do is putter around in idle to and from Denny's, there's no discernible difference in handling.

Breaking everything down into FWD vs. RWD is juvenile.