Ford to Invest $1 Billion in Lincoln to Revive the Brand

According to Lincoln dealers, Ford is going to invest about $1 billion in new Lincoln models by 2014 to help bring the brand back to life.

Lincoln, which has sold less than 35,000 vehicles in the first five months of this year is in desperate need of new models that are further differentiated from Ford’s models. Ford CEO Alan Mulally recently met with Lincoln dealers to assure them that Ford remains committed to the brand. Sales are down 7.5 percent this year.

Last year Ford did promise hat Lincoln would get seven new or significantly upgraded models over the next four years, but we have yet to see anything. The first new models are expected this fall when new MKS and MKT models are expected to debut.

Lincoln spokesman Timothy Elliott told The Detroit News, “We’re fully committed to making Lincoln a world-class luxury brand with compelling vehicles and an exceptional consumer experience to match.”

Not everyone is convinced it will work. GM CEO Dan Akerson recently stated this about Ford’s efforts to fix Lincoln, “You might as well sprinkle holy water. It’s over.”

It’s being predicted that Ford will release a new compact sedan based off the Ford Focus and a new compact crossover in 2013 as a 2014 model. Will these new models help?

Detroit News