Hey itflies, the fact that you lump Lincoln with Oldsmobile and Pontiac shows you don't understand Ford's strategy. Do you really think Ford has not studied killing off Lincoln? Ford cannot grow margins without a luxury brand. It would cost at least a billion dollars to shut down Lincoln, and then billions more to create a new luxury brand from scratch. Relying solely on the Ford brand is not an option.
All you have to do is look at Cadillac in 2002 and Cadillac today. Lincoln can have the same transformation, but it is going to take the better part of a decade. You armchair CEO's that heckle from the sidelines devoid of any inside info on Lincoln's strategy need to chill out and let Ford do its work. Alan Mulally turned the Ford brand around in 6 years, despite heavy skepticism, and now it's Lincoln's turn.
Alan Mulally knows having a high end product line means high margins. That's why Toyota has Lexus, Nissan has Infiniti, GM has Cadillac, and Honda has Acura.
There is a lot of behind the scenes stuff that has been going on at Lincoln, and I mean a LOT, that has not been widely made public, if at all. There is also plenty that Ford has made public though a lot of people on this board do not seem to be aware of it.
It would seem not much has been happening with Lincoln, for someone who has not made it a point to actually follow the news on it. However, millions of dollars has been spent, many new processes developed and implemented, new product designed and in design, new methods of conducting business at the luxury level researched and programs put into place, and much more.
Turning a brand around, especially one that had been ignored by the parent company, takes years. Ford only started it's concerted effort last November. Farley had been working on ideas and making plans before that, but it was only in last November that Farley was given a team to begin the full undertaking. This is going to take years. They are not working on Lincoln to just make it better and be what it was in it's better days, they are making it an entirely new kind of car buying experience, with products at a level which you never expected from Lincoln.
You can't just be as good as the competition, you have to be the one to set the bar.
Olds and Pontiac were more comparable to Mercury which Ford did dump. Lincoln is more like Cadillac which is selling very well and at very good margins. Caddy started their revamp before Ford. If Ford can do with Lincoln what GM has done with Caddy then the last thing we want is for Allen to dump Lincoln.
Sentiment: Strong Buy
The lincoln line should have been killed years ago. The Mercury should have been kept alive, but the designers were officially braindead over there for years. my first car was a 51 Merc Convertible that i bought for 80 bucks. my 3rd car was a very nice 50 Merc 2-dr sedan that i picked up for 125 bucks. i would rather have that 50 Merc back than own a new lincoln....