Although Ford’s decision to wind down its Mercury division means the end of a storied American automaker, it also means the renaissance of another. That’s because the resources freed up by closing Mercury will help drive an aggressive four-year growth plan for Lincoln that will see the division introduce seven all-new or significantly revised vehicles during that time, all of them expected to show improved levels of inspired design and class-leading technologies.
“The new Lincoln vehicles will transform luxury for North American premium customers through an unexpected blend of responsive driving enjoyment and warm, inviting comfort. We will also offer our customers a world-class retail experience through a vibrant retail network,” said Mark Fields, Ford’s president of The Americas.
Dayton Ford Lincoln says it starts with a new focus on Lincoln product. Going forward, Ford will differentiate the Lincoln brand by introducing division-specific powertrains, including an all-new V6 and new, more efficient transmissions, as well as offering EcoBoost engines throughout the entire Lincoln lineup. That includes under the hood of the new Lincoln C-segment entry, which will be the first-ever compact from the division.
Offering the Lincoln experience to drivers who prefer smaller vehicles also supports Ford’s goal of building its premium division into the most fuel-efficient luxury brand on the market. In fact, every new Lincoln will now be designed specifically to offer the best fuel efficiency in its class.
Future Lincolns will have a leadership role in the industry in terms of technology, too. Here, the focus will be on comfort and convenience, with new vehicles slated to offer amenities like fully retractable glass roofs, adapative computer-controlled suspensions, electronic push-button gear selectors, active noise control and continuing updates to the division’s exclusive MyLincoln Touch in-car connectivity system.
And as far as when these new vehicles will begin hitting dealerships, the good news is that they already have. The first, the significantly revised Lincoln MKZ sedan, is on sale now, with a hybrid version slated to launch later this year as the most fuel-efficient premium sedan on the market. The thoroughly revised Lincoln MKX crossover will follow, showcasing the first application of the new MyLincoln Touch technology.
Consider it the second act in Ford’s successful push to re-establish itself as a top competitor in the U.S. auto industry.
“We have made tremendous progress on profitably growing the Ford brand during the past few years,” reminded Fields. “Now, it is time to do the same for Lincoln.”
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