Perhaps this is why personnel from the design department should leave talking to the media to the marketing folks. J Mays, the chief designer at Ford, said that the Lincoln is “not a true luxury brand.
If Ford’s Lincoln brand is not yet a luxury-brand automobile, exactly what is it, because owners and industry pundits alike are calling the Lincoln MKZ a mid-size-luxury sedan?
Mr. Mays told The Detroit News that Lincoln is not true luxury and that the brand probably has a 10-year investment to make before it becomes a luxury brand. While the MKZ has made a big splash in the market, other industry analysts have proffered a similar opinion. (Ouch.)
“It’s definitely a wanna-be luxury brand,” said Michelle Krebs, senior analyst at automotive research firm Edmunds.com, who likened Lincoln to other struggling luxury brands such as Infiniti and Acura. “It’s not there, though, by any stretch.”