I am sure that all of you are aware of the changes that Lincoln has been making over the past few years. Ford and Lincoln design boss Moray Callum spoke about Lincoln's design and how it is purposefully differentiating itself from Ford.
As Ford is going to invest $5 billion into the Lincoln brand, we should see Lincoln continue to build its brand as something unique from its parent company. As Lincoln saw its sales rise 15.6% in 2014 compared to the previous year, I think we can conclude that the strategy is a good one so far.
In the past Lincoln has been criticized for having models that are too similar to Ford, but the introduction of the MKC and MKZ are examples of how far the brand has come since those days. Both of those models share no sheet metal with Ford vehicles.“I don’t think there should be a visual connection between Lincoln and Ford,” Callum said. “With some of the other companies it looks like the designs are coming out of the same studios. That’s why we have a separate Lincoln studio, so there’s no cross-pollination.”
As Ford is going to invest $5 billion into the Lincoln brand, we should see Lincoln continue to build its brand as something unique from its parent company. As Lincoln saw its sales rise 15.6% in 2014 compared to the previous year, I think we can conclude that the strategy is a good one so far.