Ford believes the Continental brand, which was retired in 2002, can be resurrected as a model because it has a brand name and long history. Lincoln’s brand new cars do not. However, if memory serves, the Continental was mostly a vehicle for old people and chauffeurs. The average Lincoln buyer, even with the Continental gone, is over 61 years old.
Lincoln’s new lineup has cars and crossovers that include the MKC, MKS and MKZ. Lincoln management already understands these cars do not have the brand value of the BMW 5-series or 7-series, nor the Mercedes C-Class, E-Class or S-Class. Lincoln has to overcome the lack of recognition of its car line, along with the years-long habits of luxury car buyers, both in the United States and abroad.
Mercedes and BMW will not stand still. Each has its own concept cars, as well as model lines with seven or eight models, each of which has several variations. Lincoln not only has to leap over its largest competition. The U.S. company has to deal with their brands. According to the most recent version of Interbrand’s Best Global Brands list, Mercedes ranked 10th at $34 billion, followed immediately by BMW with a nearly identical value. It took decades to build those brand values. It will take decades, and a struggle against long odds, to match them.
Some brands fall so far behind their rivals that it becomes impossible to catch up. Lincoln falls into that category, and a new concept car cannot overcome that.
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