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Motrolix

Lincoln Sees “A Future Ripe With Opportunity”

Lincoln (Motor Company) has published a thought-provoking piece on its Now blog. It starts out by citing the “Hello, Again” sub-campaign that was launched earlier this year, which marked a partial reintroduction of The Blue Oval’s luxury brand — one of “rebirth, reinvention, and reimagination of the world around us”, according to Lincoln.

The brand “looked back to a history rich with innovation and saw a future ripe with opportunity — the opportunity to take what [it] learned and go somewhere completely new.” And while it may take Lincoln over a decade to complete this reinvention, it does note that 2013 wasn’t the first time it has reinvented itself or its cars.

Henry Leland signing Lincoln's sale

Henry Leland signing Lincoln’s sale

For instance, it was Edsel Ford who bought Lincoln from Henry Leland in 1922, “with the intention to take a good thing and make it into something greater than the world had ever seen.” The brand goes on to say that “throughout the next 90 years, his predecessors were inspired by his innovative thirst and created motorcars that fit the preference of movie-stars, politicians and individuals with impeccable taste.”

Original Lincoln Zephyr driving

Original Lincoln Zephyr driving

“Rules were broken; risks were taken. Sometimes it worked, sometimes it didn’t, but it was always a step in the right direction.”

Lincoln goes on to state that in 2013, the brand’s “Hello, Again” declaration admires “the power of design, the way art is made, and [gives] a forgotten song some new life.”

The Motrolix Take

It’s interesting to ponder where Lincoln, which currently isn’t doing so well in the general marketplace, will end up in ten or so years. Sure, the 2013 MKZ and 2015 MKC represent a new styling direction for the brand. But whether it will be able to win customers from well-established German luxury brands as well as the successfully-reborn Cadillac or not is entirely up in the air at this point. But if nothing else, it is worth noting that Linc has, indeed, reinvented itself at least twice before. That should count for something… right?

Motrolix Founder with a passion for global automotive business strategy.

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