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

Craig Cole
by Craig Cole
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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.

Discuss this story on our Ford Forum

Craig Cole
Craig Cole

Born and raised in metro Detroit, Craig was steeped in mechanics from childhood. He feels as much at home with a wrench or welding gun in his hand as he does behind the wheel or in front of a camera. Putting his Bachelor's Degree in Journalism to good use, he's always pumping out videos, reviews, and features for AutoGuide.com. When the workday is over, he can be found out driving his fully restored 1936 Ford V8 sedan. Craig has covered the automotive industry full time for more than 10 years and is a member of the Automotive Press Association (APA) and Midwest Automotive Media Association (MAMA).

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4 of 7 comments
  • Smartacus Smartacus on Jun 02, 2016

    no, this is NOT crazy idea at all! a body on frame Linc would be a fantastic idea. it doesn't have to be an F150 frame either. Wayne Michican plant will start making the Ranger pickup in 2 years.

  • Chris Daigle Chris Daigle on Jun 02, 2016

    I am a Ford fan, but I think Lincoln needs their own designs, not adapted Ford stuff

    • See 1 previous
    • Chris Daigle Chris Daigle on Jun 07, 2016

      The MKS and MKT are based on the D chassis. The MKC is based on the C chassis. The MKX and MKZ are using the C/D chassis. The Navigator is using the Expedition chassis. What else do you want to know? Reshaped body panels does not fit with what I was saying. I am NOT putting down Lincoln. I am saying the when I was young nearly every single part of a Lincoln was an upgrade from the Mercury and Ford vehicle it was (loosely) based on. That needs to come back, except even better. Lincoln needs to lead in the design phase of (unique) cars and the fit and finish of Lincoln cars needs to be second to none. Then the sales will follow and whatever price they decide to ask for it.