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Analysts warn Lincoln shouldn't follow Ford out of the sedan market

Lincoln looks set to mimic Ford's on-going shift away from sedans. The move makes sense on the surface, but analysts warn the luxury brand needs to keep some low-riding models in its portfolio. The company's current lineup includes two sedans, the MKZ and the Continental, plus five SUVs. The sedans aren't long for this world, according to The Detroit Free Press. The publication learned Ford's Hermosillo, Mexico, factory will stop manufacturing the MKZ in late 2020 or early 2021, and it pointed out UAW documents note Continental production will continue "through its product lifecycle." In other words, it's the last model on the Continental branch of the Lincoln family tree. These two nameplates represent 23.3 percent of Lincoln's annual sales so far in 2019, which is a surprising and respectable statistic. One in four cars the company sells is a sedan. The problem is that they accounted for 27.6 percent of the firm's sales in 2018, and that number will continue to fall in 2020 as customers flock towards crossovers and SUVs. And yet, exiting the sedan market isn't the right answer for a company that wants to re-establish its reputation as a luxury automaker. Eric Noble, the president of consulting firm CarLab, told The Detroit Free Press about 40 percent of American buyers in the market for a luxury car choose a sedan. The Chinese market — where Lincoln hopes to gain a secure foothold in the coming years — also has a healthy appetite for sedans. Going SUV-only is a strategy that might work well in the United States, but it doesn't suit Lincoln's ambitions. Germany's big three luxury brands all have a flagship sedan at the top of their range. We can't argue against sales data; the sedan market is shrinking. There are ways to keep buyers in the fold, however. The Continental is a stellar effort from the brand, and a solid foundation on which to build. Noble pointed out Lincoln could use the rear-wheel drive platform found under its Aviator and Ford's latest Explorer to build a four-door model with a fastback-like roof line in the vein of the Audi A7. It's a sleeker, sexier body style that tends to attract more buyers than a more conventional three-box sedan, which is often criticized as old-fashioned. Automakers can normally get away with charging a little bit more for these cars; the A7 is more expensive than the A6, for example. Electrification could be the Lincoln sedan's saving grace.

The Lincoln Blackwood was the original luxury pickup. It was also weird.

As the 20th century drew to a close, Lincoln's mainstay product, the venerable Town Car, was well on its way to livery-car limbo and the brand's sales were sinking. The surprise-hit Navigator, introduced for 1998, indicated a possible way forward: luxury trucks. The following year, Lincoln rolled out a concept (pictured at bottom) that was essentially a dolled-up F-150 pickup: the Blackwood. Reaction was sufficiently enthusiastic that the Blackwood appeared in showrooms, essentially unchanged, for 2002. Luxo-trucks are now all the rage, but Lincoln's attempts to make the Blackwood truly special tripped up this pioneering pickup, which was canceled after just one year. That means this 2002 Blackwood for sale right now on Cars and Bids presents a rare opportunity. Lincoln grafted a Navigator nose onto an F-150 body, and if they had stopped there, the Blackwood might have fared better. But Lincoln went further. Motivation was provided by a 5.4-liter InTech V8 with 300 horsepower driving the rear wheels. Four-wheel drive wasn't offered, because Lincoln didn't want to raise the ride height. Air springs supplemented the rear leaf springs. The interior was stuffed with all manner of Navigator-spec luxury gear, with leather, heated and cooled seats, power-adjustable pedals, and even an early navigation system — which was the only option. Seating was strictly for four thanks to the rear captain's chairs. As if adorning it with faux African wedgewood and aluminum inlays wasn't distinctive enough, the cargo bed became a cargo trunk thanks to the standard, power-operated hard tonneau cover. Inside, the floor was carpeted, the sides were brushed aluminum, and the space was illuminated by LED accent lighting. Rather than a drop-down tailgate, access was via a pair of Dutch doors. To align with the nameplate, the only color offered was Gunslinger Black with a black interior. To maintain exclusivity, Lincoln planned to cap sales at 10,000 units. That provided wholly unnecessary, as sales only reached 3,356. Lincoln pulled the plug after one year. The 2020 asking price was $52,500 (roughly $77,000 today). The truck for sale on Cars and Bids is sure to go for less, although bidding is pretty strong out of the gate. It currently sits at $8989 with six days to go in the auction.

Lincoln needs a farewell address, not a new marketing plan

The trouble with Ford's Lincoln brand is that no one cares about it any more.
Not long after I heard that Mark LaNeve, chief operating officer of Ford agency Team Detroit, was moving to take over direct operations of the New York ad agency Hudson Rouge for Lincoln, I heard that JCPenney CEO Ron Johnson was ousted. The two events are connected.