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Ford kills Mercury – boosts Lincoln

Thu, 03 Jun 2010

The Linclon Concept C - Lincoln's first C-Segment car?

In what is probably the least surpring move by Ford the Mercury moniker has been consigned to the history books as Ford continues to rebuild not just its balance book but its brand. Having finally divested itself of its troublesome posh-badge crew of Jaguar, Land Rover, Aston Martin and Volvo, the only surprise is that the Mecury brand lasted this long.

So Ford’s middle-ground Mercury bites the dust but it appears that Ford has ambitions for Lincoln to take the fight to the resurgent Cadillac with plans for seven new ‘Premium’ models. These are in addition to the MKS large saloon, the MKT crossover and a refreshed MKZ mid-size sedan.

First up will be the 2011 Lincoln MKX crossover followed by six new or significantly changed  models in the next four years, including the first ever C-Segment Lincoln – unthinkable a few years ago.

But Ford are going to have to work hard to fit Linclon in to its future plans and reduce the average age of the Lincoln buyer, which is around 119. But if it can come up with some interesting stuff – stuff like the Cadillac CTS-V Coupe and Estate – then it could be a force to be reckoned with. And we could even see Lincolns on sale in the UK and Europe.

Ford are on a roll, so Lincoln could be successfully reinvented. You never know.

By Cars UK