Opinion: Never mind the naysayers; Lincoln is worth saving

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Lincoln Learning Luxury

In the case of Henry Leland, naming his new car brand after the first President he cast a vote for in 1864 seemed a jolly good idea, on paper.

You should always be careful about the name you choose to give your new baby. The power of association can work in many ways, not always positive.

In the case of Henry Leland, naming his new car brand after the first President he cast a vote for in 1864 seemed a jolly good idea, on paper. His pride and patriotic fervor easily overlooked the fact that the namesake was assassinated and for sure, poor Henry couldn’t have known that the second most infamous Presidential assassination in US history was to take place some 70 years later in one of his offspring’s back seats. Both of those world events sent shockwaves through a nation, and could easily have created a crisis of confidence that many other countries could not have recovered from. The nation did recover and grow stronger, but the Lincoln Motor Company sadly has not enjoyed the same resilience.

From a peak in the ’80s, sales of Ford’s luxury division have been in decline. Even last year, when all its major competitors (Mercedes-Benz, BMW, Audi and Cadillac) posted healthy gains, Lincoln suffered another year-over-year loss. The drop in demand came despite several new model introductions and intense marketing support. So how can a storied car marque, which given its nomenclature should be the very embodiment of integrity, strength and achievement, regain its position as the luxury car brand in the US?


Geoff Day has been called the “Pied Piper” of the auto industry, leading auto journalists on wild rides around the globe in his position as former director of communications for Mercedes-Benz USA. Before that, he worked at DaimlerChrysler UK on its PR efforts, and rubbed elbows with the Queen of England in his role at the Buckingham Palace Press Office. His phone is filled with the numbers of the great, the good and the bad. His head is filled with dirty little secrets hiding in many corners of the auto industry.


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Never mind the naysayers; Lincoln is worth saving originally appeared on Autoblog on Fri, 10 Jan 2014 12:00:00 EST. Please see our terms for use of feeds.

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