Former Lexus Exec looking to take Lincoln Global; Comments on Mercury & RWD

[nadepalma]

Two sources discuss this: Automotive News reports solely on Lincoln possibly going international after years of denying this, while Detroit News speaks of the former as well as comments on Mulally on product plans.

Interesting reading....

SOURCE: Automotive News

Originally Posted by Automotive News

Farley eyes taking Lincoln global
Automotive News
November 14, 2007 - 10:04 am ET

LOS ANGELES — Jim Farley, Ford Motor Co.’s new marketing chief, wants to explore global sales opportunities for Lincoln.

“It’s a really rich opportunity for us,” said Farley, speaking to reporters Tuesday night at an event on the eve of the Los Angeles Auto Show.

........

Lexus is a good inspiration for the strategy, said Farley. He headed Lexus before leaving Toyota for the Ford job. He said Lexus is growing fast in markets such as Russia and Saudi Arabia.

MORE HERE

SOURCE: Detroit News

Originally Posted by Detroit News

Farley thinks global and local
Bryce G. Hoffman / The Detroit News

SANTA MONICA, Calif. -- Ford Motor Co.'s new chief marketing officer says he would like to take the Lincoln brand global and believes the automaker can do a lot more to build goodwill with consumers here at home.

Jim Farley has only been on the job for a few days, but is already brimming over with new ideas -- ideas he is not afraid to share.

Speaking at a dinner with reporters Tuesday night, Farley said the idea of taking Lincoln global is his and his alone, but he has already begun exploring it with Ford's North American design chief, Peter Horbury.

Such a move would represent a major course change for the Dearborn carmaker, which has long maintained that Lincoln is solely an American luxury brand.

But Farley, who comes to Ford from Toyota Motor Corp. where he headed the North American Lexus division, thinks Lincolns could do well in emerging luxury markets like the Middle East, Russia and China.

"I'm very interested in that," he said. "It could be one of the key stories of its evolution."

Closer to home, Farley believes Ford has a good story that remains largely untold. He said a face-to-face meeting with CEO Alan Mulally at the Los Angeles International Airport two months ago convinced him on the spot to leave Toyota and help Ford tell that story.

"Americans love an underdog," he said, adding that recent gains in quality and reliability have gone unnoticed by many consumers. "People want to hear the truth about Ford There are proof points like quality, but there is a bigger opportunity It's a promise that we can make to people that we can deliver."

MORE HERE

And a few quote on product specifics from Mr. Mulally and Mr. Fields from the Detroit News Article:

Originally Posted by Detroit News

Mulally said Ford plans to bring a new rear-wheel-drive platform to market in the United States "soon."

Originally Posted by Detroit News

Mulally said Ford's turnaround plan is working, but acknowledged that the entire industry now faces some serious economic headwinds that could force the company to make more cuts.

"The contingency planning and the business environment have clearly gotten tougher," he said, adding that Ford will react quickly to any major drop in demand for its products. "This company is dealing with the business realities we are facing."

Originally Posted by Detroit News

Fields challenged rumors that Mercury has no future by announcing that a refreshed version of the Milan sedan is in the works, as well as a hybrid version. While Ford plans to invest much more heavily in Lincoln and make it the volume-leader of the franchise, he said Mercury is bringing a different demographic into the company's showrooms.

"We've been very clear on what Mercury stands for," he said.

[nadepalma]

Originally Posted by Detroit News

Mulally said Ford plans to bring a new rear-wheel-drive platform to market in the United States "soon."

This is good obviously. I think that getting the "Huntsman" platform to the US is incredibly important. This was obviously needed and if they can figure out a "strategy" that will allow them to product multiple projects from a single platform -- as GM is doing right now with VE/Zeta -- then they will certainly save lots of $ and get products to the market more quickly. Now let's hope that fresh product is coming for all 3 domestic brands around this platform and it gets here soon!!

Originally Posted by Detroit News

Fields challenged rumors that Mercury has no future by announcing that a refreshed version of the Milan sedan is in the works, as well as a hybrid version. While Ford plans to invest much more heavily in Lincoln and make it the volume-leader of the franchise, he said Mercury is bringing a different demographic into the company's showrooms.

"We've been very clear on what Mercury stands for," he said.

I'm glad that he's letting us know "officially" about the Milan (though many of us have known this for some time). I'm also happy the man is re-iterated Mercury's future.

But for heaven's sake, these guys still has me scratching my head with comments like "We've been very clear on what Mercury stands for".

Really? Please Mark, why dont' you tell US what it stands for. We know the brand brings in different demographics for you. I understand that and it's a strong-suit of the brand. But what else does it stand for? I know that we've heard they're comparing it to "IKEA" or "Apple" as an affordable indulgence and luxury for less.

We got all that.

Now tell me how you are going to make the brand somewhat unique and get a consistent marketing/design/image/etc campaign moving to let the rest of the country and the motoring public know as well.

The company is on a shoe-string budget and Mercury wont get the attention it deserves for a few years yet -- this is understood -- but for God's sake make a coherant statement and layout a clear strategy.

[FordMan]

Its actually Mark Fields who commented on Mercury...hehe

[nadepalma]

Originally Posted by FordMan

Its actually Mark Fields who commented on Mercury...hehe

Hahahaha. I'll fix that!

[windvale]

Yes, he is correct...we all know what Mercury stands for - rebadged Fords.

If he (Fields, Mulally, or whoever) thinks that Mercury has it's own "brand identity" then Ford might be in more trouble than I thought.

My own two cents on Mercury is that Ford could turn it into a Saturn like division. By offering Ford European products - like the Mondeo in "Casino Royale" - they would really give Mercury "something to stand for". But as for rebadging a Fusion and calling it a Milan...don't insult our intelligence...

[powervette]

somebody at Ford must have heard my morning scream after I saw the first pictures of the MKZ

[Mikkoo]

What Farley isn't telling you is that Lexus is a big flop here in Europe. They
never have been able to achieve conquest sales away from BMW and MB.
Does he really believe that they can achieve results that can even match
Cadillac's poor showing in Europe? I say concentrate on making products that
North American buyers aspire to own. The cost of starting from scratch and
going international with Lincoln is money not wisely spent.

[nadepalma]

Originally Posted by Mikkoo

What Farley isn't telling you is that Lexus is a big flop here in Europe. They
never have been able to achieve conquest sales away from BMW and MB.
Does he really believe that they can achieve results that can even match
Cadillac's poor showing in Europe? I say concentrate on making products that
North American buyers aspire to own. The cost of starting from scratch and
going international with Lincoln is money not wisely spent.

All true. But I dont' think he's looking to go to (Western) Europe --- at least right now.

If I were to look at a strategy, I'd say that Ford would be better to try and concentrate on markets like India, Russia, China, Korea, and South America. Hell, I might even try to sell a few units in Japan and Eastern Europe.

But honestly, if they are looking to sell more units and expand the reach of Lincoln, they are better off sticking to markets that are developing a middle class and some other emerging markets. This is where you'll see larger growth.

Later on if the roll-outs are successful, maybe you could try and look at Europe --- but even then it would have to be more than a decade away when they have a solid lineup.

Even with Caddy, I understand the compelling need to sell in Europe --- and I'm for that --- but the strategy hasn't been great. I would even lower the costs of the vehicles across the board and sell at a loss if it meant moving more models in the short term. But hell, that's just me.

[igor]

keep an eye out for an MKR announcement .. "soon" and I mean SOON ..

Igor

[FordFan]

Originally Posted by windvale

My own two cents on Mercury is that Ford could turn it into a Saturn like division. By offering Ford European products - like the Mondeo in "Casino Royale" - they would really give Mercury "something to stand for". But as for rebadging a Fusion and calling it a Milan...don't insult our intelligence...

You already insulted your intelligence, it's funny how everyone thinks that GM brought something new to the table when it made Saturn the American Opel, Merkur existed for a while 20 years ago and sold European Fords, nobody bought them, stop insulting your intelligence by asking Ford to bring back one of their bad ideas.

Originally Posted by igor

keep an eye out for an MKR announcement .. "soon" and I mean SOON ..

Igor

This is going to be freaking amazing, first, the MKS and now an MKR announcement? But wouldn't the MKR be almost the same size as the MKZ? How are they going to find a way around that? except for making it much more expensive.

[nadepalma]

Originally Posted by igor

keep an eye out for an MKR announcement .. "soon" and I mean SOON ..

Igor

Hahahaha, very nicely stated Igor --- when shall we expect it? Today perhaps?

Is the MKR going to be slotted above the MKS and be a larger car or below and split the difference with the MKZ? Will it signal an eventual RWD replacement for the MKZ perhaps? Or will it possibly come to market as a coupe or convertible?

Just wondering. I know there were rumors of an "MKC" being based on the Mustang at one point, but haven't heard anything lately.

[windvale]

Originally Posted by FordFan

You already insulted your intelligence, it's funny how everyone thinks that GM brought something new to the table when it made Saturn the American Opel, Merkur existed for a while 20 years ago and sold European Fords, nobody bought them, stop insulting your intelligence by asking Ford to bring back one of their bad ideas.
.

Yeah...I remember the Merkur thing very well - and did remember it when I wrote my idea. Nobody is saying that GM invented the "bring it over from Europe" thing, so you can put your claws back in.

20 years ago is 20 years ago. A lot has changed in 20 years when it comes to American automobile tastes. I tend to think some of the Ford Euro products might sell *if* they were marketed as *Mercury*.

Hey, if you think Ford should just keep rebadging Fords and selling them with the Mercury name then go for it. As we can all see, they've really set the sales charts on fire with this approach. Personally I think it's pointless, and a drain on marketing, etc., as much as I like seeing the pretty girl in the Milan adds...

Oh...BTW... Saturn sales are up 10% this year...

[GMCSonoma]

Originally Posted by FordFan

You already insulted your intelligence, it's funny how everyone thinks that GM brought something new to the table when it made Saturn the American Opel, Merkur existed for a while 20 years ago and sold European Fords, nobody bought them, stop insulting your intelligence by asking Ford to bring back one of their bad ideas.



This is going to be freaking amazing, first, the MKS and now an MKR announcement? But wouldn't the MKR be almost the same size as the MKZ? How are they going to find a way around that? except for making it much more expensive.

Simmer down there Sunshine...

Merkur was a good idea gone bad...Wrong name...too expensive...and the XR4Ti & Scorpios were of much worse overall quality than their German competitors being sold here at the time...


I remember my parents getting an invitation to an "unveiling" at the local L/M dealer for the Scorpio when it came out to which my dad & I attended...we got to drive the Scorpio & the XR4Ti which I liked & my dad hated...

We got some free bratwurst, soda & beer out of the adventure anyways!

[FordFan]

Originally Posted by windvale

20 years ago is 20 years ago. A lot has changed in 20 years when it comes to American automobile tastes. I tend to think some of the Ford Euro products might sell *if* they were marketed as *Mercury*.

Keyword: "might".

No one in their right mind would pay big bucks for a "European" Ford with an abysmal engine.

Do you have any idea how much a European Focus would cost with the 2.0 engine? Take out the VAT and other taxes, and it will still be way too expensive. But hey, it doesn't matter. You don't own any major stock in Ford, and if that plan fails, the best that can come out of you is "ah well".

I am a C1 Focus owner and I know that all of the hype around the European Fords is just bull****, I know for a fact that you will never pay 1/2 the price Ford will ask for that Mercury Focus.

Hey, if you think Ford should just keep rebadging Fords and selling them with the Mercury name then go for it. As we can all see, they've really set the sales charts on fire with this approach. Personally I think it's pointless, and a drain on marketing, etc., as much as I like seeing the pretty girl in the Milan adds...

Pointing out your "idea"'s flaws doesn't mean I am siding with Mercury's management, infact, it's lame as hell. Mercury should share the platforms with Fords, but that's where the similarities end. Kind of like VW and Skoda/Seat, they share platforms but they look completely different, inside and out.

Oh...BTW... Saturn sales are up 14% this year...

*appla-- wait, what are the current Opel cars that Saturn sell? None.

[Member17739]

Originally Posted by Mikkoo

What Farley isn't telling you is that Lexus is a big flop here in Europe. They
never have been able to achieve conquest sales away from BMW and MB.
Does he really believe that they can achieve results that can even match
Cadillac's poor showing in Europe? I say concentrate on making products that
North American buyers aspire to own. The cost of starting from scratch and
going international with Lincoln is money not wisely spent.

It takes time, lets take 20 years and check again how Lexus is doing in Europe.