Lincoln Gets a Great Differentiation Approach From Ford

May 14, 2012 at 12:03

We all know thatLincolnwas created as a side brand for Ford Company. Its main aim was to cover the luxury car niche and attract a completely different target group than other Ford cars. This strategy was developed in small details in order to prevent the mixing up of the brands. And in fact it was a success.Lincolncars do not remind of Ford cars to their drivers. Instead, according to the market research most of the Lincoln owners would not even think about obtaining a Ford car. In addition, several owners even expressed great negativity towards Ford, not wanting to be associated with it, but only to be considered as a part ofLincoln.

Photo of Lincoln MK9

Photo of Lincoln MK9

However, the leadership of the Company is now very much concerned with making the two brands as different as night and day. Even though the situation today is very clear, but this cannot be said about the future. As the consumers are developing more and more emotional linkage to their cars, they should get only Lincoln and not Ford. Thus, next generations ofLincolncars will be significantly different from the models of Ford, both in terms of design, and in terms of interior design. The difference will also touch technological equipment – unique engines and other components.

Photo of the Logos of the brands

Photo of the Logos of the brands

categoryCategories: Competition Concepts
tagLincoln Tags: