What a Real Lincoln Revival Should Look Like: The Skinny with Craig Cole


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Welcome to a new editorial segment called The Skinny, hosted by your favorite Craig Cole. We hope this will be a weekly feature where Craig sounds off (gives you the skinny, if you will) on the latest news from the auto industry or whatever else he has on his mind.

Lincoln is a brand that’s been totally forgotten for more than a decade. If Ford were a parent it would be serving hard time for child abuse. But things are finally starting to improve.

A month or two ago, I tested the brand’s new MKX crossover and was pleasantly surprised. With the optional 335 horsepower EcoBoost V6 that thing hauled a Kardashian’s worth of ass. It was also quiet, comfortable and smooth.

Their smaller MKC is nice, as is the MKZ sedan, and the Navigator, well, it appeals to certain people, right?

With decent product on hand Lincoln’s sales have finally started growing again following a decade of decline, in fact, they sold more than 101,000 vehicles in the U.S. last year. The brand is also doing well in China, where they delivered nearly 12,000 units in 2015, its first full year on the books.

Clearly they’ve finally staunched the bleeding, but how can they improve their reputation and continue to grow? Well, I have a few ideas. Watch the video above for more details on my plans for Lincoln. You might be shocked at what I would do if I were in charge.

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