Ford to Re-Launch Luxury Brand as "Lincoln Motor Company" From Autoblog From CNN So, Ford is looking to almost make Lincoln a separate entity. They're getting their own development team, designers, and sales people. They want to make Lincolns for people who want to buy Lincolns, make it it's own kind of luxury brand, not one that'll go around chasing the Germans or the Japanese. That means they're giving the former head of Lexus the keys at Lincoln Motor Company, and without having to worry about Jaguar, Volvo and Aston Martin, Ford is expecting to invest a lot of money into the brand. =-=-=-=-=-=-=-= So, what's currently on sale at Lincoln? MKZ Essentially a re-worked Ford Fusion/Mondeo, the MKZ is the first of the "new" Lincolns that will be a part of the Lincoln Motor Company strategy. There aren't many elements that seem to be shared with the Ford, and that's good. It's a shockingly good looking (American!) car, inside and out. But when you're shopping for an entry-level car, is this really what you're looking for? In a segment that is dominated by the BMW 3-Series, Cadillac ATS and Mercedes C-Class, it might not be enough. MKS It's the Lincoln version of the Ford Taurus. Despite significant revisions to the 2013 model, there isn't much to differentiate it from it's blue oval cousin. Furthermore, with the existence of the Taurus SHO, is there really that much of a need for a Lincoln version, perhaps other than the fitment of a waterfall grille? Granted, the MKS is still considered to be a "good car." It sits in a weird spot in the larger luxury segment. It's more or less going after the Cadillac XTS, and that's really about it. Neither have the bits and pieces to stand as a reasonable option to the 7-series or S-class, maybe to some a decent alternative to the LS over at Lexus. How exactly does a "reinvention" at Lincoln make this into an entirely different car? MKX The MKX hasn't received a refresh since 2011. It is, more or less, a done-up version of the Ford Edge... With a waterfall grille. The only engine option is the rather-good 3.7L V6, no EcoBoost options that are smaller or larger. Even in a surprisingly competitive segment, it's simplicity doesn't really seem like enough to make it a break-out success. At least around here, in it's original "retro" form, they sold much better. How is Lincoln Motor Company planning to redo this one? It is a highly competitive segment defined by two vehicles; The BMW X3 and the Lexus RX. Do you make it distinctive like the MKZ, or keep it simple like the current model? This one is an odd one, but not nearly as odd as the MKT... MKT The MKT remains, at least to me, to be one of the strangest vehicles available from the Ford Motor Company. Attempting to bridge a gap between the exit of the Town Car, the need for a small crossover, or whatever other odd reason that Lincoln says that this thing needs to exist. It's more of an Explorer now than a Flex, adding more power to the V6, keep the EcoBoost, having all-wheel-drive. But honestly, who buys these? I mean really, who does? Does anyone really think that this is a reasonable replacement to the Town Car? Does the Lincoln Motor Company, a brand that wants to establish itself as something "different" believe that this is different enough to remain "different?" I simply cannot wrap my head around it. Navigator As the only vehicle that has managed to escape the absolutely asinine naming convention at Lincoln, the Navigator is a direct representation of everything that's wrong with Lincoln, right now, today. The fact that this vehicle exists makes me thing that Lincoln isn't looking forward, they're still hoping that successes from yesterday can still happen. Look, you're selling a Ford Expedition, a vehicle that hasn't been relevant since 2007, as a competitor to the Cadillac Escalade... A vehicle that even Cadillac openly admits is too ostentatious, and will be dramatically altering in it's next form, likely making it a lowly crossover cousin to the Buick Enclave (a move in itself that smacks of stupid decision making, rife with redundancy). If the people at the Lincoln Motor Company have any sense about themselves, they need to dump the Navigator, ASAP. Make a stand about useless products. Let the MKT shine, if it's supposed to. Interesting news, somewhat exciting for people like me who love land barges like what Lincoln used to make. If Ford wants to make Lincoln the iconic, American luxury marque it's supposed to be, they need to get away from being a Buick competitor, and actually step up to Cadillac's plate... One that they've been trying to steal away from BMW and Mercedes since 2000, and at the very least, seem to be coming closer than ever with doing so. I'd buy a MKZ. It's the most-exciting thing to come from Lincoln in ages. But one car can't save a brand.