Five years ago, Lincoln was a brand that seemed to be on its last legs. The products felt uninspired and no one seemed to know why Ford was still pouring money into its last premium brand. Despite that, Ford recommitted to the brand, appointing Kumar Galhotra as president of Lincoln and the resurgence began. That continues under current Lincoln president Joy Falotico with this week’s reveal of the 2020 Corsair. Lincoln has fleshed out its SUV lineup with new or revamped products from bottom to top, leaving the MKZ and MKT for as long as they last as the only remnants of the old product lineup.(more…)
Earlier this decade, Ford had to make some tough decisions about the future of the Lincoln brand. Over at least the past ten years, the entire brand has consistently been outsold by most of the Ford nameplates including Mustang. The powers that be in Dearborn decided not abandon the brand, but to focus on a theme of quiet luxury rather than taking on the German heavyweights directly. The latest weapon in Lincoln’s battle to bring serenity to the world is the refreshed and rebranded 2109 Nautilus.