joseodiaga4 Posted March 20 Share Posted March 20 LINCOLN PRESIDENT SAYS BRAND NOT CURRENTLY FOCUSED ON EVS It wasn’t terribly long ago that Ford – and many of its competitors – had grand all-electric ambitions, each planning to invest billions to expand their respective EV portfolios and erect new production facilities for those same vehicles and the batteries that power them. However, with demand waning as of late, Ford has cut back its planned electrification investments, though it continues to work on developing smaller, cheaper EVs, regardless. That also means that FoMoCo’s luxury arm – Lincoln – isn’t currently focused on EVs at all, as President Dianne Craig recently revealed in an interview with The Detroit News. “(We’re) listening to what customers really need. Navigator customers tend to tow more, so (battery power) doesn’t make as much sense,” Craig said. “We’re not going to make any grand declarations specific to where the brand is going with electrification until we really understand what our premium customers want. The time will come, for sure, but right now we are focused on the wonderful product lineup we have between the Corsair, Nautilus, and new Aviator. There is transition with any technology including electric vehicles. We’ll eventually come to that tipping point. But right now (from) everything we are learning from our customers, now is not the right time for us to be making those declarations about EVs.” As Ford Authority reported last April, Craig was quick to ditch the Lincoln EV timeline after taking over the reigns of the luxury brand, and also later revealed that its EV sales program – the equivalent of Ford’s Model e Certified program – is on indefinite hold. Earlier this week, a report indicated that the North American Ford Explorer EV was also being pushed back after it was expected to enter production next year, and this new revelation may mean that the same applies to the forthcoming Lincoln Aviator EV, too. https://fordauthority.com/2024/03/lincoln-president-says-brand-not-currently-focused-on-evs/ 1 Quote Link to comment Share on other sites More sharing options...
joseodiaga4 Posted March 20 Author Share Posted March 20 (edited) While other small, premium brands like Jaguar, Alfa Romeo and Cadillac have rushed towards high-tech, all-electric drivetrains sniffing a historic opportunity to re-define themselves, Lincoln is taking a different road. Ford’s luxury brand is introducing cutting-edge digital tech — but without the battery skateboard chassis underneath. “(We’re) listening to what customers really need. Navigator customers tend to tow more, so (battery power) doesn’t make as much sense,” said Lincoln President Dianne Craig in an interview, referring to the brand’s flagship, three-row, twin-turbo V6-powered SUV. “That’s how we think about this transition — whether it's hybrids, plug-in hybrids, full hybrids, ultimately to EVs down the road — it’s going to e different depending on segmentation. And segmentation is different based on different customers we serve.” That’s a sharp U-turn from just two years ago. In April 2022, Lincoln was sprinting to an electric future under then-President Joy Falotico with the introduction of the Lincoln Star Concept — revealing a new, dynamic, grille-less fascia complete with light show like crosstown rival Cadillac and its Lyriq EV. The Star was the first of three EVs to be delivered by next year — and a fourth by 2026 — as the brand predicted half of its global volume would be electric by mid-decade. At the EV’s Los Angeles premiere, brand spokesperson and actor Matthew McConaughey gushed that the Star “has a wonderful identity. It's not a new page; it's a new chapter." https://eu.detroitnews.com/story/business/autos/ford/2024/03/19/lincoln-focuses-on-digital-tech-over-electrification/72981014007/ Edited March 20 by joseodiaga4 2 Quote Link to comment Share on other sites More sharing options...
joseodiaga4 Posted March 20 Author Share Posted March 20 I think Lincoln will have a big problem in China without EVs or even the same lineup. I mean if EVs are not coming, what's next? What's in the store? Because the plan is to surpass the 100k units but with only 4 vehicles in the US and 5 in China? Quote Link to comment Share on other sites More sharing options...
DeluxeStang Posted March 20 Share Posted March 20 This is a smart play. While brands like Lincoln would benefit from transitioning to EV powertrains, the refinement they offer perfectly aligns with their quiet flight strategy, now isn't the time. We're seeing demand for premium EVs slam into a wall once first adopters get their cars, and generally speaking, the older your demographic is, the harder it is to sell them on newer tech. Like most luxury brands, the average age of Lincoln buyers tends to be on the higher side. While there are some exceptions of older people being receptive to the latest and greatest tech, more often than not, people tend to want to stick to what they know as they age. For the current Lincoln buyers, that means gas and hybrids. Selling them on evs in their current state would be more trouble than it was worth. Ford is being smart but pivoting to smaller, affordable EVs, going after the demographics that have actually shown interest in owning an EV, aka young people and value oriented consumers. Why dump 500 million into developing a navigator EV that you're gonna sell maybe a few thousand of at best when you could instead invest that same 500 million into developing an EV maverick or bronco sport and have a runaway success on your hands. 2 Quote Link to comment Share on other sites More sharing options...
Andrew L Posted March 20 Share Posted March 20 A very sharp U turn from 100% EV by 2030 like they announced a few years ago. That being said I am glad they are NOT diving head first into EV only. I do however think offering plugin Hybrids as an option is a must. 2 Quote Link to comment Share on other sites More sharing options...
akirby Posted March 20 Share Posted March 20 Too bad they didn’t make this decision a few years ago. We might have a C2 edge and Nautilus at OAC. 7 Quote Link to comment Share on other sites More sharing options...
Oac98 Posted March 20 Share Posted March 20 2 hours ago, akirby said: Too bad they didn’t make this decision a few years ago. We might have a C2 edge and Nautilus at OAC. Couldn’t agree with you more. Now we’re facing extended down time by the looks of things. 1 Quote Link to comment Share on other sites More sharing options...
Flying68 Posted March 20 Share Posted March 20 Lincoln needs a pickup! 🤣 Quote Link to comment Share on other sites More sharing options...
Ares Posted March 20 Share Posted March 20 Good. I just hope that means they’re working on something. Because what comes after the ‘25 Navigator? Quote Link to comment Share on other sites More sharing options...
joseodiaga4 Posted March 20 Author Share Posted March 20 (edited) 1 hour ago, Ares said: Good. I just hope that means they’re working on something. Because what comes after the ‘25 Navigator? Let’s hope they are, because I think that is the biggest problem. I’ve read about a new Aviator, but nothing else. We don’t even know if there will be a new Corsair Edited March 20 by joseodiaga4 1 Quote Link to comment Share on other sites More sharing options...
silvrsvt Posted March 21 Share Posted March 21 4 hours ago, Ares said: Good. I just hope that means they’re working on something. Because what comes after the ‘25 Navigator? The Navigator is tied to the F-150 and Expedition, which both are staying with gas engines well into next decade. There might be a range topper EV for Lincoln at some point, but I'm betting we don't see it till 2030 or so. 1 Quote Link to comment Share on other sites More sharing options...
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