Lincoln ZephyrLincoln may have a bright future and get past its "new Mercury" reputation if Ford is able to effectively use the brand as a showcase for new technologies as the company transitions to 100% electric vehicles. Tesla is now the premier U.S. domestic luxury car brand, and GM planning to use Cadillac as a showcase for its BEV technologies. If Lincoln successfully joins them, the 3 brands combined may lead to a renaissance for American luxury vehicles from American companies in their home market as well as abroad.
But you are correct about Lincoln's current state, at least in the U.S. market. As mentioned earlier, Lincoln has a much better reputation in China, where Ford never established a Mercury brand and where the level of customer service matches or exceeds Chinese, European, Japanese, and South Korean luxury car brands.Sun, 05 Sep 2021 23:34:07 +0000
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