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Analysts warn Lincoln shouldn't follow Ford out of the sedan market

Lincoln looks set to mimic Ford's on-going shift away from sedans. The move makes sense on the surface, but analysts warn the luxury brand needs to keep some low-riding models in its portfolio. The company's current lineup includes two sedans, the MKZ and the Continental, plus five SUVs. The sedans aren't long for this world, according to The Detroit Free Press. The publication learned Ford's Hermosillo, Mexico, factory will stop manufacturing the MKZ in late 2020 or early 2021, and it pointed out UAW documents note Continental production will continue "through its product lifecycle." In other words, it's the last model on the Continental branch of the Lincoln family tree. These two nameplates represent 23.3 percent of Lincoln's annual sales so far in 2019, which is a surprising and respectable statistic. One in four cars the company sells is a sedan. The problem is that they accounted for 27.6 percent of the firm's sales in 2018, and that number will continue to fall in 2020 as customers flock towards crossovers and SUVs. And yet, exiting the sedan market isn't the right answer for a company that wants to re-establish its reputation as a luxury automaker. Eric Noble, the president of consulting firm CarLab, told The Detroit Free Press about 40 percent of American buyers in the market for a luxury car choose a sedan. The Chinese market — where Lincoln hopes to gain a secure foothold in the coming years — also has a healthy appetite for sedans. Going SUV-only is a strategy that might work well in the United States, but it doesn't suit Lincoln's ambitions. Germany's big three luxury brands all have a flagship sedan at the top of their range. We can't argue against sales data; the sedan market is shrinking. There are ways to keep buyers in the fold, however. The Continental is a stellar effort from the brand, and a solid foundation on which to build. Noble pointed out Lincoln could use the rear-wheel drive platform found under its Aviator and Ford's latest Explorer to build a four-door model with a fastback-like roof line in the vein of the Audi A7. It's a sleeker, sexier body style that tends to attract more buyers than a more conventional three-box sedan, which is often criticized as old-fashioned. Automakers can normally get away with charging a little bit more for these cars; the A7 is more expensive than the A6, for example. Electrification could be the Lincoln sedan's saving grace.

Lincoln prepping MKZ re-launch?

Launching an all-new car is no easy task. Case in point is the 2013 Lincoln MKZ, introduced with the fanfare of a major nationwide marketing campaign, including expensive Super Bowl ads, just as Ford was curbing production over potential quality issues. The resulting mess was nothing short of a nightmare for any automaker - customers visiting dealerships looking for cars that hadn't been delivered yet. Disappointed buyers walked out of Lincoln retailers without new keys in their hands, or switched to a competing brand to fill empty spaces in their driveways.
The impact was painful, as Lincoln's sales in January and February of this year were among the lowest it has recorded in more than a quarter century. Even though March looked a bit brighter, with the supply crisis reportedly over (there are 3,000 units in transit and production is approaching 200 units per day) the automaker is reportedly studying the feasibility of giving its pivotal MKZ the launch it originally deserved.
According to TheDetroitBureau.com, putting the MKZ back on consumer's radar could cost Ford tens of millions of dollars, but that kind of investment may be warranted if potential buyers have forgotten about the new model... or worse, if they have forgotten about Lincoln.

Ford recalls Explorer, Flex, Taurus for parking brakes

Ford announced a recall of nearly 8,000 vehicles spread across a broad range of models for a faulty parking brake, which might not engage fully. The automaker has not received any reports of accidents or injuries resulting from the issue. The recall affects certain examples of the 2015-16 Ford Explorer, the 2015 Taurus, and the 2015 Flex. The 2015 Lincoln MKS and MKT are also included in the campaign. The vehicles in question were assembled at the company's Chicago and Oakville (Ontario) plants from May 4 to May 23. All told, 7,165 of the affected vehicles are estimated to be in the United States, with another 799 in Canada, and a solitary example in Mexico. In order to address the issue, owners are asked to bring the affected vehicles their local dealership, where technicians will inspect the vehicle and where necessary, replace the parking brake control assembly. Jul 22, 2015 | DEARBORN, Mich. Ford Issues Safety Compliance Recall in North America DEARBORN, Mich., July 22, 2015 – Ford is issuing a safety compliance recall for approximately 8,000 vehicles in North America, including certain 2015-2016 Ford Explorer, and certain 2015 Taurus and Flex, as well as Lincoln MKS and MKT vehicles for an issue with the parking brake. In these vehicles, the parking brake might not engage fully, which is a compliance issue with FMVSS 135 regarding brake systems. Ford is not aware of any accidents or injuries associated with this issue. Affected vehicles include certain 2015-2016 Ford Explorer vehicles built at Chicago Assembly Plant, May 4, 2015 through May 23, 2015; certain 2015 Ford Taurus vehicles built at Chicago Assembly Plant, May 4, 2015 through May 23, 2015; certain 2015 Ford Flex vehicles built at Oakville Assembly Plant, May 4, 2015 through May 23, 2015; certain 2015 Lincoln MKS vehicles built at Chicago Assembly Plant, May 4, 2015 through May 23, 2015; and certain Lincoln MKT vehicles built at Oakville Assembly Plant, May 4, 2015 through May 21, 2015. There are 7,165 vehicles in the United States and federalized territories, 799 in Canada and one in Mexico. Dealers will inspect the vehicle and, if necessary, replace the parking brake control assembly at no cost to the customer. Related Video: Featured Gallery 2016 Ford Explorer View 30 Photos News Source: Ford Recalls Ford Lincoln Crossover Sedan ford flex lincoln mks lincoln mkt