Ford is preparing to give its Lincoln luxury brand a billion-dollar makeover. The revamping of the brand is specifically aimed at making the brand more competitive against the likes of Lexus, BMW, Mercedes-Benz, Cadillac, Acura, Audi and Infiniti.
Lincoln will soon be rebranded to make Lincoln one of America’s most respected automotive brands once again. Much of Ford’s investment will go toward creating seven “new or significantly upgraded vehicles that Lincoln will roll out over the next four years,” according to the Wall Street Journal.
WSJ also reports that Lincoln will be rebranded as a cross between BMW and Toyota’s Lexus brand, balancing performance and interior refinement.
Lincoln dealers “may need to spend an average of $1 million to renovate while Lincoln-Ford dual dealerships could spend $1.9 million to remodel.” Renovations will be made to bring showrooms in-line with new promotions and new branding.
Lincoln expects sales to be to around 162,000 units a year following the brand’s revamping.
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