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Ford rethinking vehicle launch strategy

With a new boss at the helm, Ford is looking at new ways to improve its vehicle launches in North America to prevent recent issues that have popped up with models like the Lincoln MKZ, Ford Escape and Ford Fusion. Speaking with Automotive News, Ford's new president of the Americas, Joe Hinrichs, revealed a few ways the automaker plans to avoid early build issues such as the engine fires on certain 2013 Escape and Fusion models and months-long delays for customers to receive their MKZs.
It sounds like the root of the problems may have been Ford's relationship with suppliers compounded by the fact that the product surge came on the heels of the recent industry-crippling recession, and in the AN article, Hinrichs says improvements are being made to reduce problems during the launch of new or redesigned models. Three such improvements that were implemented during the first quarter of this year including more rigorous quality comparisons, better use of computer technology to catch major problems sooner and hiring engineers to work closer with suppliers.

Lincoln considering giving cars real names again

Enthusiastic reaction to the Continental concept might be the death knell for Lincoln's alphabet soup of monikers. "Without divulging the future, we're very excited about the Continental name and the attention it's gotten," Ford President of the Americas Joe Hinrichs said to Automotive News. Hinrichs admitted that the current MK names could confuse those not familiar with the models. Hinrichs suggested that one way Lincoln might differentiate itself was to "leverage its heritage." While this is certainly nothing explicit, the talk could be an indication of an upcoming overhaul for the brand's naming scheme. The Continental is set to hit the market next year as a replacement for the MKS as the company makes a major push into China. Lincoln bosses reportedly gave the designers the model name as inspiration for what to create. The brand's health has slowly been improving since former Ford CEO Alan Mulally was ready to completely kill the brand. Last year, a new boss was appointed to the helm, and there were reports of a modular platform under development. Let us know in Comments what Lincoln names you want to see revived. The Town Car is likely the best-known model from the brand after the Continental, and Zephyr has fairly recent history as the brief moniker for the MKZ. Related Video:

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

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.