Ford Lincoln – the Do or die dilemma for Ford

The dilemma and stress of Ford are not reduced as after the drama of Volvo, Jaguar, Aston Martin and Mercury brand, the next zone that is knocking the doors is Ford Lincoln. In the recent meet with the company dealers, it was suggested by many of the dealers that this brand is now getting weakened and the expense to hold this brand is increasing largely. These dealers have suggested to discontinue the brand and to close down the shutter of this less profitable brand. The management has taken this issue as a serious deal and recently they have announced to close down the brand for a temporary reason.

Ford has been one of the most promising and convincing brands of the automotive industry as they are leading the front for more than a century. The company owns many of the brands and types of vehicles and almost all of them are liked and beloved by the people. One of the oldest and most preferred brands of the older time is Lincoln. Lincoln is one of the unparallel brands that has been running quite successfully in the past but not getting the same results since the last few years. According to the survey of the company, the reconstruction of this brand is quite expensive and the company has taken the theme in a positive approach and now is planning to take last chance to get the brand survived.

It is not for the first time for Ford to fight against such situation and the President of Ford Motor Company, Mark Fields said that this most luxurious and the most beneficial brand of the car will definitely gain back the richer and popular phase. He expressed a stronger attitude of the company and also said that all the 900 dealers and divisions are still safer as this breakdown is to reconstruct the brand. The way ahead is quite difficult for Ford but still not impossible. The fight has now reached the stage of “Do or die” for the Ford executives to retain the brand Lincoln.



Julia Arostegi lives in California USA. She took Developmental Communication at the University of California and finished her studies in 2012. She is currently the managing director of California Magazine. She is also a blogger, content enthusiast and a photographer.