Mulally wanted to kill Lincoln as late as last year, Fields vows to turn it around

Mon, 30 Jun 2014

Lincoln fans might want to give incoming Ford CEO Mark Fields a pat on the back for having a hand in saving the brand from the chopping block last year. He's among the people spearheading the rejuvenation of the division away from its stodgy image to appeal to younger customers.

According to two unnamed sources speaking to Bloomberg, CEO Alan Mulally was ready to kill Lincoln last year. Following the slow production ramp-up of the MKZ combined a with a costly ad campaign, Mulally was frustrated and openly suggested dropping the brand. However, Fields and Jim Farley, Ford's marketing boss, convinced the CEO that the brand was worth saving. They also created a plan to prevent similar problems for new models in the future.

It seems that one part of the strategy may involve waiting until new models are at dealers before starting a big ad campaign for them. Lincoln global director, Matt VanDyke, recently told Autoblog that the division is holding off on a full marketing push behind the new MKC crossover to prevent the supply problems that plagued the MKZ last year. Its big offensive begins in the fall when the CUVs are at all of the dealers and consumers are at home watching more TV. VanDyke also told Bloomberg that Fields, Farley and Joe Hinrichs, Ford president of the Americas, have more direct oversight over new product launches now.

Fields might be right to stick with Lincoln, at least for the short term. The brand is right in the middle of its overhaul with a new MKX midsize SUV and MKS sedan still on the way, according to Bloomberg. Its new strategy appears to be showing early signs of success by being the premium company with the highest new owner satisfaction in a recent survey by AutoPacific. It's also about to launch in China this fall. It seems too soon to count Lincoln out yet.

By Chris Bruce