You are using an older browser version. Please use a supported version for the best MSN experience.

Ford to Rejuvenate Lincoln With $5 Billion Investment, New Platform

Motor Trend logo Motor Trend 10/27/2014 Kelly Pleskot

Ford has tried to rejuvenate Lincoln with new products in the past few years, but the brand is still nowhere close to regaining its place as one of the top U.S. luxury car brands. To restore Lincoln to its former glory, Ford is now planning a second overhaul for the brand, a plan that will involve a larger injection of cash and a new vehicle platform.

2015 Lincoln MKC Front View© Provided by MotorTrend 2015 Lincoln MKC Front View

According to Reuters, Ford once said it spent only $500 million or less on reviving Lincoln in recent years. Now, Ford may spend at least $5 billion over the next five years to help Lincoln better compete with global luxury leaders like BMW and Mercedes-Benz. Not only does the company plan to revamp Lincoln's product portfolio, but it will also build a new platform that will underpin a variety of future Lincoln cars.

The platform, which Ford calls D6, will be used in Lincoln sedans and crossovers beginning in 2019. First on the docket to receive D6 is a midsize sedan that could replace the MKZ, as well as a seven-passenger crossover that may replace the MKT. The flexible platform will reportedly be able to accommodate front-, rear-, and all-wheel-drive vehicles.

The new plan will involve greater differentiation between Ford and Lincoln models, a strategy Toyota has mastered over time with its Lexus brand. In the long term, Ford also hopes Lincoln can become a major competitor in China, now the world's largest auto market.

In the meantime, Lincoln is going through with its earlier plan to launch four new products by 2016. The MKX midsize crossover is due for a redesign in spring 2015, and a replacement for the MKS sedan will arrive the following year. After that, expect a wildly new Navigator in 2017, complete with a Ford F-150 chassis and an aluminum body.

Source: Reuters

AdChoices
AdChoices

More from Motor Trend

Loading...

image beaconimage beaconimage beacon