Luxury buyers sobered up during the recession, the company reckons, and they now find German brands to pricey, Cadillac too showy and Japanese brands too boring. Ford hopes its Lincoln brand will fill a hole: premium but moderately-priced, elegant but not ostentatious, sporty but smooth.
"There's a whole market that's not served," Ford CEO Alan Mulally told The Associated Press in a recent interview. "I was just driving a $98,000 (competitor's) car yesterday. A $98,000 car. Well, we're not going after them."
Lincoln is in the midst of a revamp that will see four new models over the next four years. The first, the MKZ midsize sedan, arrived in showrooms in December. It starts at just under $36,000 - a little less than its closest competitor, the Lexus ES - but offers some premium features the Lexus doesn't, like a panoramic glass roof
(Copyright 2013 by The Associated Press. All Rights Reserved.)