News Lincoln cuts back on sales to fleets, hopes to court millennials

18:41  10 april  2018
18:41  10 april  2018 Source:   cnet.com

Lincoln Introducing Service Pickup and Delivery

  Lincoln Introducing Service Pickup and Delivery Lincoln has announced that it is launching complimentary pickup and delivery for owners needing dealer service, as well as bringing loaners to customers, to provide a better luxury experience. Lincoln has announced that it is launching complimentary pickup and delivery for owners needing dealer service, as well as bringing loaners to customers, to provide a better luxury experience.

Can America’s other luxury brand continue its rise from irrelevancy by reducing fleet sales and making cars for individuals? For a long time, Lincoln seemed like it was circling the drain. It didn’t feel like a relevant brand because it didn’t produce products that people got excited about.

Lincoln will still sell to livery companies but has already begun to drastically reduce sales to rental fleets like Hertz and Avis and cut back on sales of Lincoln is also focusing more on leasing rather than traditional purchasing to court millennials who have shown a preference for monthly payments

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For a long time, Lincoln seemed like it was circling the drain. It didn't feel like a relevant brand because it didn't produce products that people got excited about. To keep itself afloat, it focused on what had been a reliable, if not huge, source of income in the past: fleet sales.

The problem with fleet sales -- and this is something that many domestic automakers have suffered from for a long time now -- is that having people predominantly see your vehicles as livery vehicles or rental fleet fodder means that eventually, and with few exceptions, fleet managers become your customers.  Then you're building cars to appease them, rather than the average US buyer, and the cycle continues and gets worse.

Lincoln To Kill The Continental

  Lincoln To Kill The Continental Lincoln will discontinue the Continental once the current generation has run its course, a decision that comes not two years after the upscale automaker revived the storied nameplate. The revelation comes from Ford Authority, which cites "sources intricately familiar with Ford's future product plans for its Lincoln brand." That anonymous source was unable to say why the company plans to cut the 2018 Lincoln Continental, but it's not hard to draw yet another line between the falling sales of sedans and the ever-increasing popularity of crossovers and SUVs.

Can America’s other luxury brand continue its rise from irrelevancy by reducing fleet sales and making cars for individuals?

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Prior to the release of the new Navigator and Continental, when was the last time you were excited about a Lincoln? Can you name five Lincoln models built in the last twenty years? Probably not, but that might be changing as part of a mandate by Ford CEO Jim Hackett. Hackett wants to increase Lincoln's operational fitness by reducing fleet sales and focusing more on non-commercial customers.

Lincoln will still sell to livery companies but has already begun to drastically reduce sales to rental fleets like Hertz and Avis and cut back on sales of company cars, according to Automotive News.

"Those are very deliberate efforts to really focus on residual values as our new products come out," said Robert Parker, Lincoln's director of marketing, sales and service, to Automotive News at the New York auto show. "What happens is those cars come back in 6 to 12 months. That's problematic on our residual values because that's when all the depreciation occurs. The longer they stay out, the better."

The Lincoln Continental Will Get Suicide Doors

  The Lincoln Continental Will Get Suicide Doors Rear-door-opening chauffeur not included.Rumors of the Lincoln Continental's demise may have been greatly exaggerated. Despite slow sales, Lincoln's announcement at this year's National Automobile Dealers Association Show in Las Vegas proves it is committed to the esteemed full-size luxury car. The American automaker will soon reintroduce rear-hinged doors on the Continental—something it has not had in nearly 50 years.

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Can The United States’s other luxurious brand proceed its upward push from irrelevancy by way of reducing fleet gross sales and making cars for individuals?

Lincoln is also focusing more on leasing rather than traditional purchasing to court millennials who have shown a preference for monthly payments, rather than outright purchase (not that this has to do with literally anything other than preference) now that the company is producing cars that appeal to those under the age of 40.

These new, desirable cars like the Navigator, Continental, Nautilus and the new Aviator, which just debuted in New York, are proving to be a much-needed shot in the arm for one of America's last bastions of domestically produced luxury. The Navigator is responsible for an almost unbelievable 101.6 percent increase in sales from March 2017 to March 2018.

The future for Lincoln looks bright for the first time in a long time, and that's a good thing because we've driven the new Navigator and we want more.

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Lincoln MKC will be renamed the Corsair in 2021, probably .
The Lincoln MKC will retain its name with the 2019 refresh, but will become the CorsairThe report says Ford has already told its U.S. dealers about the name at an Orlando meeting last month. Ford has a long history with the Corsair nameplate in the States and abroad: Most recently, it has been in use in Australia in the early 1990s, in the UK in the 1960s, and before that Ford offered an Edsel Corsair in the late 1950s. Even if an Edsel connection might not be the best possible thing for a Ford product, let alone a Lincoln, it might serve the crossover well as Ford moves to ditch the MK naming convention it's used for Lincoln for the past decade.

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