There have been suggestions that Lincoln may be heading toward the same fate as the now extinct Mercury brand, but Ford Chief Financial Officer Lewis Booth says the auto maker is “investing heavily” in new Lincoln products.
Last year, following the shuttering of the Mercury brand, Ford vowed to turn its attention to Lincoln and produce more luxury models over the next four years. The first of many forthcoming models was the MKX crossover, which made its debut in late 2010.
“Our focus is on making Lincoln a great brand in the U.S. market,” said Booth at the Society of Automotive Analysts.
In addition to revamping Lincoln, the Blue Oval is also planning its expansion in emerging markets, particularly China. The automaker plans to introduce 15 new vehicles there by 2015. The automaker also has its eye on Brazil, Russia, and India.
At this time, Ford isn’t planning on introducing the Lincoln brand in China. However, with a booming automotive market, the automaker will have many more products in showrooms there within the next several years.
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