Can The Lincoln MKC Revive A Once-Proud Luxury Brand?

[Scuderia]

I like what Charlie did there, that makes sense and I think folks would pay attention. My daily driver is a 2002 Lincoln LS and I love it. It's engineering origins are shared with Jaguar which makes for some headaches, but 12 years ago it was special. It wasn't a jazzed up Ford. They have themselves to blame for Lincoln getting stale. Bring back the Town Car, Conti. and other vehicles that are actually SPECIAL.

[Harry P.]

Maybe they should call it the BR549 Harry. Showing my age.

The big problem with the luxury car market to me is simple. I can get almost everything on a Ford I can get on the Lincoln . No step up with options , power everything in the Focus and others. Why spend the extra cash.

For the "prestige."

Most luxury car buyers buy luxury cars to make a personal statement. "Hey, look at me, I drive a car that you probably could never afford. I've made it."

A lot of car buying is based on perception and emotion, a lot more than us here on this forum might think... because most of us are "car guys" and to us, mechanicals are a big part of the equation. But believe me, most "regular" car buyers based their purchase more on perceived prestige and style and electronic gadgets than on how many valves the engine has or how many speeds the automatic has.

So to make Lincoln a success, you have to offer something that Ford (or other "lesser" makes) don't offer. You're right that the electronic wizardry is pretty much found on most mainstream cars these days, so that alone won't cut it. So you offer an "ownership experience" to give your potential customers that sense of being "special." Free lifetime oil changes and washes, concierge service, free loaners, free roadside service, that sort of thing. You make the experience of buying and owning a Lincoln special, make the Lincoln buyer feel that they are members of an exclusive club. And of course you offer standalone styling that is not shared (or even close to) "lesser" Fords. And you sell them in standalone dealerships, not in the same room with Escapes and Edges.

[1930fordpickup]

All true statements Harry , I just think Americans are growing up a bit.

[unclescott58]

Poor Capri, started as a pretty nifty, stand alone Ford sport coupe, one of the successes in the gas crisis 70s. Then became a Mercury Mustang, then an odd, but kind of interesting Mercury "Miata" and now you suggest it become a Lincoln?

Capri would have been a good possible name for a performance version of the Focus or Fiesta.

Personally I think Lincoln should be looking at Cadillac. These are luxury brands, they don't need a car for every niche, and should focus on their strengths. Lincoln and Cadillac are brands that are hurt when they try to be everything to everybody. Cadillac seems to have learned from its attempts to puts frills on low end Chevrolets.

Poor Capri did not start "as a pretty nifty, stand alone Ford sport coupe, one of the successes in the gas crisis 70s." Poor Capri started as a Lincoln Capri in 1950. Lincoln offered models called Capri right up through 1959. So the name starts with Lincoln within Ford Motor Company. There were at least two Ford products in the 1960's using the Capri name. There was the British Ford Consul Capri, the predecessor to the 1970's Capri. In fact it's replacement, the Capri Mk I, brought into this country in early 1970, was introduced in Europe for 1969. It was not designed for any upcoming gas crisis, few expected down the road. It was designed to be the European Mustang. Which it was a great success as. The second use of the Capri name in the 60's was on Mercury's mid-priced Comets of 1966 and '67. The Comet Capri was just above the Comet 202, and below the Comet Caliente. It replaced the Comet 404 of 1964 and '65. And it was basically replace by the Montego in 1968.

I think few would think of Lincoln if they brought back the name Capri. The 1969 through 1974 European Ford Capri Mk I was such a hit as a small and inexpensive sport coupe, I think the name will always be remembered by that car. Few if any, remember the use of the Capri name by Lincoln in 1950's. A great name. And a small Lincoln convertible maybe a great idea. I'll just not sure it should be called Capri.

Scott

[Rob Hall]

I think few would think of Lincoln if they brought back the name Capri. The 1969 through 1974 European Ford Capri Mk I was such a hit as a small and inexpensive sport coupe, I think the name will always be remembered by that car. Few if any, remember the use of the Capri name by Lincoln in 1950's. A great name. And a small Lincoln convertible maybe a great idea. I'll just not sure it should be called Capri.

Scott

Yes, kind of like Lincolns' current design theme--the 2 piece grille is supposed to harken back to the late '30s-early 40s Continentals and Zephyrs, but except for modelers and old car fans, I doubt if many consumers under 75 recognize that connection--it looks like more like an Oldsmobile tribute, IMO..

Edited June 19, 2014 by Rob Hall

[Tom Geiger]

Most luxury car buyers buy luxury cars to make a personal statement. "Hey, look at me, I drive a car that you probably could never afford. I've made it."

I think a lot of that prestige is gone today. Nearly any human who can fog a spoon can sign a lease on a luxury car. Back in the day someone who had a Caddy or Lincoln actually had to pay for that car! In fact I remember back when regular guys who drove a Chevy all their lives would retire and treat themselves to a Cadillac. That made a statement back then!

A lot of car buying is based on perception and emotion, a lot more than us here on this forum might think... because most of us are "car guys" and to us, mechanicals are a big part of the equation. But believe me, most "regular" car buyers based their purchase more on perceived prestige and style and electronic gadgets than on how many valves the engine has or how many speeds the automatic has.

I'd say that's still valid. And maybe even more so for us car guys. Yes, we know a bit more about the mechanics etc, but I can always talk myself into that car that just hits me! Yea, the reason I own a Jaguar S Type! If we were all logical, we'd be following Consumer Reports recommendations and all drive Camrys!

And I agree that cars need better names today. Most of the US manufacturers have a long history of distinctive names, and as long as they've kept the trademarks up to date, could be using those names today. True some of them would be lost on younger folks and non car folks since it's been a long time, but I was excited to see Chrysler dust off the Dart name.