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Lincoln is, by this point in its life, a very strange company. At one time, they were the ride of choice for Presidents and rockstars and mobsters. The Kennedys, Pete Townsend, and the Corleones all had a thing for Lincolns. They were credibly going toe-to-toe with Cadillac for the pinnacle of huge American luxury cars that said to the world, “I have made it! Look who I am! I drive a Lincoln!”
That is a vibe even Cadillac struggles to maintain in the minds of customers younger than 74, but what does Lincoln hope to hang on to"
Loyal Faults
Loyalty. In a word, loyalty. At least if the latest missive from Lincoln is to be taken seriously. And honestly, I have no reason at all to doubt this. It’s not that Lincolns are screwed together so poorly that lack of quality is a problem. They are, without a doubt, very well assembled using very high quality materials. The problem here is with touting, “Lincoln has the luxury segment?s highest loyalty rate among new luxury-vehicle buyers in the first quarter of 2017, according to IHS Markit Loyalty data.” It’s not so much a problem with the information, but how loudly Ford’s luxury brand is trumpeting fairly equivocal facts. It’s as if Lincoln were that kid in high school saying, “did you know that I am the second relief quarterback on the JV football team" Lots of potential there. And also, Mr. Johnson, the band dire...