Beginning today at the Detroit auto show, Ford Motor Co. will kick off a plan to rescue its struggling 89-year-old Lincoln brand. It starts with two concept vehicles and a new strategy to name its models with letter combinations, as many competing luxury makers already do.
"It'll be a transition over time," Ford's new President of the Americas, Mark Fields, said in an exclusive interview with the Free Press Sunday to discuss the future of Lincoln.
"I want people to focus on the Lincoln brand," Fields said. The effort will be kicked off today when the company unveils two concept vehicles: an MKX crossover, which will replace the Aviator SUV, and an MKS sedan. (DETROIT FREE PRESS)
Key Themes Behind This Trend
- Transition to Letter Combinations
- The strategy of naming models with letter combinations presents an opportunity for a disruptive innovation in the luxury car industry, as it allows for more flexibility and originality in branding.
- Rescuing Struggling Brands
- The plan to rescue the struggling Lincoln brand through concept vehicles and a new strategy signifies an opportunity for disruptive innovation in the automotive industry, as it aims to rejuvenate an 89-year-old brand.
- Emphasis on Brand Focus
- The focus on the Lincoln brand and its future presents an opportunity for disruptive innovation in marketing and positioning strategies for luxury car makers, as it directs attention towards a specific brand identity.
Where This Applies
- Luxury Car Manufacturing
- The strategy of using letter combinations to name models presents a disruptive innovation opportunity for luxury car manufacturers to enhance their branding and differentiation.
- Automotive
- The plan to rescue the struggling Lincoln brand through concept vehicles and a new strategy presents a disruptive innovation opportunity in the automotive industry to revitalize established brands.
- Marketing and Positioning
- The emphasis on brand focus and the future of the Lincoln brand presents a disruptive innovation opportunity for marketing and positioning strategies in the luxury car industry to stand out in a highly competitive market.
