Outgoing Lincoln President Says Brand Will Pivot Toward Wellness

[rmc523]

Outgoing Lincoln President Says Brand Will Pivot Toward Wellness

 

In a quasi exit interview with Automotive News, outgoing Lincoln president Dianne Craig let slip that the luxury division intends to set itself apart by offering wellness throughout its lineup. That starts with purposely crafted interior environments and exterior designs, but also on distinct features too. The “quiet luxury” mantra established in the 2010s remains in play, but “credible wellness” is guiding its engineers and designers toward a new paradigm. “We’ve got a really clear, compelling vision of where we want to take the brand,” said Craig. “We want to become the automotive brand that’s known for wellness.”

 

 

 

Whatever that means.....

[fuzzymoomoo]

Wtf does that mean?

[ice-capades]

32 minutes ago, fuzzymoomoo said:

Wtf does that mean?

 

Smoke and mirrors for PR sake!

[Motorpsychology]

1 hour ago, fuzzymoomoo said:

Wtf does that mean?

Aroma therapy cabin filters?

[Sherminator98]

Wellness is an active and ongoing process of making lifestyle choices that promote a state of holistic health and well-being, encompassing physical, mental, social, and spiritual dimensions. It's not just about the absence of disease but about actively striving for a state of optimal health and well-being through conscious efforts and positive habits. 
 

Not sure how Lincoln can translate that into more vehicle sales

[DeluxeStang]

1 minute ago, Sherminator98 said:

Wellness is an active and ongoing process of making lifestyle choices that promote a state of holistic health and well-being, encompassing physical, mental, social, and spiritual dimensions. It's not just about the absence of disease but about actively striving for a state of optimal health and well-being through conscious efforts and positive habits. 
 

Not sure how Lincoln can translate that into more vehicle sales

I think we're all scratching our heads over this one. Maybe they mean they want to be class leading in quality and dealership experience and that'll make Lincoln owners less stressed and more fulfilled? I'm really starting to hate corporate speak. 

[rmc523]

3 hours ago, fuzzymoomoo said:

Wtf does that mean?

 

It means they don't have any products on the horizon, but they want to still act like they're doing something....

[Oac98]

1 hour ago, DeluxeStang said:

I think we're all scratching our heads over this one. Maybe they mean they want to be class leading in quality and dealership experience and that'll make Lincoln owners less stressed and more fulfilled? I'm really starting to hate corporate speak. 

How about they focus on quality and R and D.

[DeluxeStang]

18 minutes ago, Oac98 said:

How about they focus on quality and R and D.

I believe that's something they're focusing on. This BS about wellness and shit, and when you get down to it, all they're probably trying to say is they want to create a better experience and higher quality products. I just wished they'd say that. 

[rmc523]

38 minutes ago, rmc523 said:

 

It means they don't have any products on the horizon, but they want to still act like they're doing something....

 

Or, maybe that's why she was shown the door ("retired") because that was her big plan?

[matt25]

That’s funny. Yesterday, I was going to comment in the “Lincoln Dominus AWD” thread that Lincoln could use their “wellness” shtick to justify a Bronco-based vehicle that’s all about “grounding”, getting outside and away from screens (ironic). An idea was ambient lighting that supports the circadian rhythm.
 

To me, pivoting towards wellness means focusing on reliability and convenience. Straightforward but premium.

Edited April 22 by matt25

[Andrew L]

I still find it odd the new head of Lincoln won't report to Farley. I'm a bit worried about the brand. They need more than 4 models. Still no word or rumors as to what will happen with Corsair.

[atomcat68]

I take her statements to mean they will do the bare minimum to keep the brand afloat. They don't want to spend money to sit the brand down and pay off dealerships, but Ford wants to spend money elsewhere.

[DeluxeStang]

47 minutes ago, Andrew L said:

I still find it odd the new head of Lincoln won't report to Farley. I'm a bit worried about the brand. They need more than 4 models. Still no word or rumors as to what will happen with Corsair.

Lincoln versions of the bronco and mustang wouldn't be insanely difficult to make, would have pretty hefty profit margins in theory, and would elevate Lincoln's image. If we're adding more products, those are the ones I'd start with. 

[Sherminator98]

1 hour ago, DeluxeStang said:

Lincoln versions of the bronco and mustang wouldn't be insanely difficult to make, would have pretty hefty profit margins in theory, and would elevate Lincoln's image. If we're adding more products, those are the ones I'd start with. 

 

But what is the point when Ford is already selling 100K Bronco Raptors?

Its the same train of thought that gave us the Lincoln LT and Blackwood-both sales duds. 

Ford buyers will spend that money but I don't think Ford buyers will get Lincolns, because it doesn't give a good look for say owners of companies, since workers would be turned of by the image of a Lincoln instead of a Ford product.

Another way to put it is like this-I worked for a company-Found out the benefits where changing one day, but yet she pulls up in a brand new Range Rover for the meeting...it would be the same thing. 

Edited April 22 by Sherminator98

[HotRunrGuy]

7 minutes ago, Sherminator98 said:

 

But what is the point when Ford is already selling 100K Bronco Raptors?

Its the same train of thought that gave us the Lincoln LT and Blackwood-both sales duds. 

Ford buyers will spend that money but I don't think Ford buyers will get Lincolns, because it doesn't give a good look for say owners of companies, since workers would be turned of by the image of a Lincoln instead of a Ford product.

Another way to put it is like this-I worked for a company-Found out the benefits where changing one day, but yet she pulls up in a brand new Range Rover for the meeting...it would be the same thing. 

But what is the point when Ford is already selling 100K Bronco Raptors?

 

You mean $100K (cost, not volume) right?

 

HRG

[Sherminator98]

2 minutes ago, HotRunrGuy said:

But what is the point when Ford is already selling 100K Bronco Raptors?

 

You mean $100K (cost, not volume) right?

 

HRG

 

Do you really think the demand is there for a Lincoln Bronco that costs about that?

 

The Braptor is basically a parts bin that doesn't have a major development costs over the standard Bronco

 

A Lincoln Bronco would require whole new stampings and interior

 

 

[fuzzymoomoo]

22 minutes ago, Sherminator98 said:

A Lincoln Bronco would require whole new stampings and interior

not entirely. I’m willing to bet the doors, swing gate, floor pan(s) and dash (firewall) could all be used for both Bronco and Lincoln, not to mention the front structure pieces already shared between Ranger and Bronco. 

[jpd80]

Cadillac’s Escalade is literally miles ahead of the Lincoln Navigator and it shows in sales.

Lincoln really needs to go back to the drawing board with both Navigator and Aviator and do much better

in terms of ride and interior feel, the areas where Cadillac seems to be a generation ahead of Lincoln.

Here’s a thought regarding Lincoln LT, imagine CD6 based Explorer Sport Trac and Lincoln LT version

I think that’s more in keeping with Lincoln buyers expectations of a pickup, a  point of difference with Cadillac?

 

I recently read that Borg purchased a new Nautilus and declared the best Lincoln he’s owned in recent years

because it feels and drives like a Lincoln’s should. pretty sure that others on this forum have had a simliar

experience with Nautilus so maybe Ford needs to find a way for local manufacture, maybe a new C2 plant.

 

 

[akirby]

2 hours ago, jpd80 said:

so maybe Ford needs to find a way for local manufacture, maybe a new C2 plant.

It’s called Louisville.  

[jpd80]

9 minutes ago, akirby said:

It’s called Louisville.  

And that makes perfect sense which is not always Ford’s strongest suit…

CE1 BEVs are earmarked for Louisville so I hope that gets sorted too..

[T-dubz]

This is up there with the jaguar commercial as one of the dumbest things I’ve seen from an automotive company. Nobody is thinking about “wellness” when buying cars. Just build vehicles that look cool with the features that buyers want. The nautilus is a perfect example.

[rmc523]

14 hours ago, DeluxeStang said:

Lincoln versions of the bronco and mustang wouldn't be insanely difficult to make, would have pretty hefty profit margins in theory, and would elevate Lincoln's image. If we're adding more products, those are the ones I'd start with. 

12 hours ago, fuzzymoomoo said:

not entirely. I’m willing to bet the doors, swing gate, floor pan(s) and dash (firewall) could all be used for both Bronco and Lincoln, not to mention the front structure pieces already shared between Ranger and Bronco. 

 

Mustang I agree with - I think it'd be good for the brand to have a single sedan offering, even if it doesn't sell a ton.  Regarding a Bronco Lincoln, I don't really see what that would add, though it would give them additional product.....I think to do it right, you'd have to rebody the entire thing and make a full solid roof version of it (no removable hardtop).  If they're just going going to slap a new grille and dash on the existing Bronco, it'll absolutely fail, IMO.

For the roof, If they don't want to completely reinvent it, I guess they could try to offer some sort of skytop setup with a fixed roof with sliding center panels (maybe glass panes?) on the existing setup with more sound deadening and interior panels?

 

 

11 hours ago, jpd80 said:

Cadillac’s Escalade is literally miles ahead of the Lincoln Navigator and it shows in sales.

Lincoln really needs to go back to the drawing board with both Navigator and Aviator and do much better

in terms of ride and interior feel, the areas where Cadillac seems to be a generation ahead of Lincoln.

Here’s a thought regarding Lincoln LT, imagine CD6 based Explorer Sport Trac and Lincoln LT version

I think that’s more in keeping with Lincoln buyers expectations of a pickup, a  point of difference with Cadillac?

 

I recently read that Borg purchased a new Nautilus and declared the best Lincoln he’s owned in recent years

because it feels and drives like a Lincoln’s should. pretty sure that others on this forum have had a simliar

experience with Nautilus so maybe Ford needs to find a way for local manufacture, maybe a new C2 plant.

 

 

 

I disagree with Aviator - Aviator is better than Caddy's efforts in the segment.  That said, they can't just let it languish as they tend to do, and need to keep pushing forward, which they don't do.  Navigator is just a heavy refresh of the current model, though, and while touchpoints all changed which the average buyer wont notice, people who know, know.

 

As several of us have suggested, Louisville should've become a "mega" C2 plant, producing Escape, Corsair, and adding Nautilus and a new Edge, with the CE1 BEVs going to BOC until additional production is needed/warranted.

[rmc523]

12 minutes ago, T-dubz said:

This is up there with the jaguar commercial as one of the dumbest things I’ve seen from an automotive company. Nobody is thinking about “wellness” when buying cars. Just build vehicles that look cool with the features that buyers want. The nautilus is a perfect example.

 

"Luckily", it'll go unnoticed because 1) there's no substance to the "announcement", and 2) Lincoln doesn't get much attention anyway...

[rmc523]

FWIW, Borg's latest "intel":

Things around the Ford 3-Row are starting to solidify and it's basically what I expected, a C2-based EREV. Also working on a new C2 PHEV (already knew about this one because of NG Kuga). C2 is the platform that basically underpins everything at this point at Ford and Lincoln, excluding the 3-Rows today which are CD6. I'm not certain this replaces CD6, but I have to think so since it gives them all the powertrain flexibility they need from ICE to HEV to PHEV to EREV. That's an incredible range right there. It also means they can get the performance model out of the EREV, although I have think that's a unique challenge. This feels like a sustainable approach so I'm optimistic. I suspect it's still going to involve a complex re-engineering of the platform so it's not really a short-cut.

I still don't have any insight on Lincoln variants, but at least they have the platforms to work with and local production.