There’s been no shortage of spilled ink when it comes to debating the (seemingly) age-old question, ‘What are we to do with Lincoln?’
The iconic 92-year-old brand, once the pinnacle of American luxury, has meandered along on a rudderless path for years, churning out forgettable vehicles while whispers of its impending demise grew ever louder.
Well, it seems that Ford is finally deciding to do something about the wayward marque. New CEO Mark Fields clearly believes in the ‘go big or go home’ mantra, and late last month announced plans to pump piles of money into the Lincoln Motor Company.
Like gasoline through the carb of a 460 V-8, this copious cash infusion is aimed at jump-starting the brand into renewed relevancy.
How much cash, exactly? At least $5 billion over the next five years, according to Reuters:
To compete, you need to offer a variety of things that people want, and do it as good or better than the other guys. Like any company with two brain cells to rub together, Lincoln knows this, and the 2014 MKC small crossover is a good example of a move in a more competitive direction.
But one new vehicle doesn’t save a company. The $5 billion will be allocated to freshening up the existing lineup while adding new goodies to the shelf.
The creation of a new, highly-configurable platform to underpin several new models is at the centre of the rebuilding plan. The platform will reportedly be able to accommodate drivetrains utilizing the front or rear wheels (or all of them).
Now that there’s fuel being added to the fire, it should be interesting to watch Lincoln attempt to rise from the ashes.
Whether it will attain past levels of glory remains to be seen, but I’ve got my fingers crossed – like always – for a new flagship Continental sedan, ideally with suicide doors.
I’m never backing down on that wish. And if that’s too much to ask, can we please get a personal luxury coupe?