The staff over at Automobile Magazine has confirmation that Ford, which plans to move its Lincoln luxury brand upmarket and compete with the likes of BMW and Lexus, does not include reviving the late Continental name.
Initial reports after yesterday’s meeting with dealer representatives from across the country indicated Lincoln was preparing to bring back the Continental nameplate for a new sedan. When asked for comment, Lincoln spokesman Christian Bokich quickly denied the rumored Continental revival. No matter the name, Lincoln clearly needs a more impressive sedan than the MKS to bring younger buyers into showrooms. The average age of Lincoln buyers is currently 59 years old.
If Lincoln manages to bring such a large sedan to market, the car would likely be chock full of technology, luxury touches, and push the brand’s image closer to Audi or Lexus. The potential flagship sedan would be offset by a smaller, Focus-sized vehicle that would play in the same space as the Audi A3 or upcoming small BMW and Mercedes models.
Fords’ plan to revitalize the brand also includes eliminating some 200 of the existing 1187 showrooms, to help ensure profitability for the remaining stores. Ford’s push to attract younger buyers will involve updated facilities and improved customer service standards.
via Ford/Lincoln, Reuters courtesy of Automobile Magazine Staff
I Really Think Ford Is Making A Big Mistake By Not Revitalizing The Continental Brand.Think Of All The Baby Boomers Like Me With Bad Bones That That Need A Large Spacious Vehicle For Comfort When Traveling Or just Plain Old Driving Around Town.Right Now I’m.l Looking For A Used MKS,I Now Own A 2003 Continental