Lincoln's All-New Luxury Sedans
8 April 1998
LS Series Provides the Missing Link, as Momentum Builds at Lincoln
NEW YORK, April 8 -- When auto industry observers at the New
York Auto Show finally got their first look at Lincoln's all-new luxury sport
sedans -- the LS6 and LS8 -- they saw the strongest signal yet that Lincoln is
building momentum and committed to growth.
"Nine months ago, we introduced the Lincoln Navigator full-size, luxury
SUV. It was the right vehicle at the right time and attracted a whole new
breed of luxury buyer," Jim O'Connor, Ford Motor Company vice
president in charge of Lincoln, told reporters. "Now, the LS Series gives
Lincoln the missing link -- a luxury sport sedan that is a true 'driver's
car.' We're ready to compete for the next generation of luxury buyers."
Lincoln LS Target Customers
The Lincoln LS is aimed squarely at baby-boomers -- working professionals
and affluent couples purchasing their first luxury car. "Our LS target
customers are accomplished, ambitious and independent thinkers who are looking
for a vehicle that combines exciting performance with luxury-car comfort,"
said Susan Svatik, Lincoln LS and Navigator Brand Manager.
For those who wonder how the Lincoln LS will break into the highly
competitive luxury sport segment, Svatik offers the Navigator experience.
According to Lincoln early buyer research, Navigator owners are younger, more
affluent and include a higher percentage of women compared to Lincoln owners
overall. Two-thirds didn't replace a Lincoln, Mercury or Ford vehicle when
they purchased their Navigator, 31% were first-time visitors to a
Lincoln-Mercury dealership, and 16% replaced an import vehicle.
"Navigator is an important image vehicle for Lincoln," Svatik said. "It
has been a catalyst for changing people's perceptions of Lincoln and proves
what a powerful magnet for new customers the right product can be."
Lincoln Lineup Totally Revamped for 1998
Beginning with the Navigator, Lincoln has dramatically changed its entire
product lineup for 1998. Navigator went on sale July 1, 1997 and quickly
exceeded expectations, nearly doubling its original sales goals to finish the
year with six month sales of 26,831. Since July, over 50,000 orders have been
received.
The freshened Lincoln Continental arrived in showrooms in August. The
front-wheel-drive Continental has fresh styling and engineering enhancements,
and features the Lincoln RESCU satellite emergency system, adjustable ride and
steering and 32-valve, In-Tech V-8 performance. Continental sales are up nine
percent for the 1998 model year.
The flagship Lincoln Town Car, new for 1998, went on sale in November,
featuring completely new styling, significant improvements in driving
dynamics, and an optional Touring Sedan with more driver-oriented ride and
handling to broaden the Town Car's appeal. Since the introduction of the new
model, Town Car sales are up 27%.
The new look of Lincoln is already paying off. Lincoln finished the 1997
calendar year with a sales increase of 18%. In the 1998 model year, which
began in October, Lincoln has taken over luxury leadership in North America,
with sales of 98,486 units, an increase of 49% compared with the same period a
year ago.
Lincoln Mercury Headquarters Moving to Southern California
In addition to new and freshened products, Lincoln has taken several other
steps to position itself for the future. At the end of January, company
executives announced that Lincoln Mercury will relocate its headquarters to
Irvine, California, in the summer of 1998. Plans include co-locating all
sales, brand, marketing, product development and support staffs in a new
building, as well as a new design studio located next to the Lincoln Mercury
California headquarters.
"This is another bold step for Lincoln," said O'Connor at the time of the
announcement. "Moving into the heart of one of the world's largest automotive
markets and a hotbed of innovation is much more than the geographic relocation
of an existing company. Our plans include creating a new business environment
that is consumer-focused, with a culture of employees and dealers who are
passionate extensions of our brand promise -- an automotive marque that people
want to do business with."
Lincoln Dealership Operating Standards
Lincoln is also focusing on the customer experience at its dealerships.
In 1997, Lincoln Operating Standards were rolled out, with the full support of
the National Dealer Council. In order to qualify for all new vehicle
programs, such as Navigator, Town Car and Lincoln LS, dealers must meet
specific requirements, including participation in an innovative customer
training program called XL2000.
"Ford Motor Company has made major product investments to position Lincoln
and Mercury for a strong future," said O'Connor. "We're asking our dealers to
share the commitment. Great products such as the all-new Lincoln LS and
Navigator deserve great sales and service facilities and customer
experiences."
"There is great energy at Lincoln Mercury these days," said O'Connor.
"The excitement and sense of opportunity is just as evident at dealerships
from New York to California as it is at Lincoln Mercury headquarters. We're
on a journey to a place Lincoln Mercury has never been before, and I'm not
just talking about southern California."
SOURCE Lincoln Mercury Division
