Ford readies to revamp Lincoln yet again to save brand

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Updated 07 December 2012
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Ford readies to revamp Lincoln yet again to save brand

DETROIT: After failing numerous times to revamp its lagging Lincoln brand, Ford Motor Co. is preparing to try yet again with a new compact crossover aimed at younger drivers looking for a finely crafted but low-key luxury car.
The Lincoln MKC, will be previewed as a concept at the Detroit auto show in January and should reach US dealers in early 2014, according to people familiar with the matter.
The MKC is the second of four core models that Lincoln will pitch to an growing market insiders call “discreet luxury,” epitomized by fashion labels such as Paul Smith and Bottega Veneta that avoid overt symbols of wealth.
But auto experts say Ford will find it difficult to overhaul and reposition an ageing brand broadly viewed as musty. It also faces competition in the luxury compact market from BMW AG’s, Honda Motor Co’s Acura RDX and others.
“What they always forget about is that brands carry baggage,” said John Wolkonowicz, an independent auto analyst and historian. “You can’t just push a magic button and the baggage is gone, and suddenly Lincoln can be anything I want it to be.”
Ford says this overhaul will be different because it has pruned its brands since 2006. Selling Volvo, Jaguar/Land Rover and Aston Martin leaves ample resources to focus on Lincoln and distinguish it from Ford, company executives have said.
Lincoln, which Ford purchased 90 years ago, was the top-selling US luxury car in 1998, but has since tumbled into eighth place. Its sales have declined from a peak of more than
231,000 in 1990 to just under 75,000 in 2012. Daimler AG’s Mercedes-Benz, the top-selling luxury brand, has sold about three times more vehicles than Lincoln this year.
The average Lincoln buyer is 65 years old. Ford wants to lower that to 57 and raise the target average income by more than 50 percent to nearly $ 160,000 a year.
The redesigned 2013 MKZ midsize sedan, which arrives at dealers later this month, is the first of the new Lincoln lineup. Before it left the studio, the MKZ was reworked by
40-year-old chief designer Max Wolff, who was lured to Lincoln from Cadillac in January 2011.
The MKC crossover will be the first Lincoln model completely designed by Wolff, whose projects at rival General Motors Co. included the popular 2013 Cadillac XTS.
Under Wolff, designers are crafting a new look aimed at younger consumers “who enjoy fine things, but are not overt ‘badge-wearers,’” said a Ford executive familiar with Lincoln’s evolving game plan.
Wolff is also overseeing the styling of two other Lincolns — the redesigned 2015 MKX midsize crossover, due in the autumn of 2014, and the redesigned 2016 MKS full size sedan, expected in the spring of 2015, according to two industry analysts familiar with the plans.
“What’s good is Lincoln’s push to differentiate itself from Ford,” said Sam Stevens, a dealer for Stevens Auto Group in Milford, Connecticut. “Why would you buy (Lincoln) if you can buy the same thing on the floor for less?”
Ford declined to confirm its $ 1 billion investment in the Lincoln brand or its planned compact crossover.
The No. 2 US automaker renamed the brand the Lincoln Motor Co. recently and announced a Super Bowl spot to show off its new vision.
Lincoln is also considering — but has not approved for production — several products in addition to the four core models, said the analysts familiar with Ford’s line-up.
For 2016, a luxury rear-wheel-drive coupe could share its underpinnings with the Ford Mustang and could be assembled at Ford’s Flat Rock plant in Michigan.

Ford says its new Lincoln lineup could draw about a quarter of the US premium car market now up for grabs as the economy recovers.
“They are looking for something new,” said Jim Farley, head of global marketing and the Lincoln brand, in an interview with Reuters Television. “They really don’t have a brand
out there that really talks to them individually.”
But Wolkonowicz and other experts said the Lincoln lineup still does not have a “design signature” such as the sharp, more aggressive look Wolff helped refine at Cadillac.
“Lincoln’s image is lagging behind, compared to its actual product line,” said TrueCar.com analyst Jesse Toprak. “The product is the best they’ve had, but people make decisions based on the image of the brand.”
Although they are being extensively redesigned, the 2015 MKX and the 2015 MKS will share the same midsize platform with the 2013 MKZ and its sibling, the 2013 Ford Fusion, according to the analysts familiar with Lincoln’s plans.
The new MKC will share its basic underpinnings with the Ford Escape, which is built on a version of the company’s global compact platform.
In addition to those four core products, Lincoln plans to introduce a mildly revised version of its big Navigator utility vehicle in the autumn of 2013, said a company executive familiar with the brand’s launch schedule.
The 2014 Navigator is expected to use Ford’s powerful EcoBoost V6 engine instead of the current 5.4-liter V8, but will retain its truck-based body-on-frame architecture and ample size. Another carryover model is the MKT full size crossover, which received a modest update earlier this year, but is not slated for any major changes over the next three years, according to the analysts.
Lincoln is considering a near-luxury compact sedan which, like the MKC crossover, would be based on the global compact platform, for 2016 or later.
If approved, the small sedan likely would be sold in the US and China, where the brand is being launched in 2014, said a company executive familiar with Lincoln’s plans.


World must prioritize resilience over disruption, economic experts warn

Saudi Arabia’s Finance Minister Mohammed Al-Jadaan urged policymakers and investors to “mute the noise” and focus on resilience.
Updated 23 January 2026
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World must prioritize resilience over disruption, economic experts warn

  • Al-Jadaan said that much of the anxiety dominating markets reflected a world that had already been shifting for years
  • Pointing to Asia and the Gulf, Al-Jadaan said that some countries had already built models based on diversification and resilience

DAVOS: Saudi Arabia’s Finance Minister Mohammed Al-Jadaan urged policymakers and investors to “mute the noise” and focus on resilience, as global leaders gathered in Davos on Friday against a backdrop of trade tensions, geopolitical uncertainty and rapid technological change.

Speaking on the final day of the World Economic Forum in Davos, Al-Jadaan said that much of the anxiety dominating markets reflected a world that had already been shifting for years.

“We need to define who ‘we’ are in this so-called new world order,” he said, arguing that many emerging economies had been adapting to a more fragmented global system for decades.

Pointing to Asia and the Gulf, Al-Jadaan said that some countries had already built models based on diversification and resilience. In energy markets, he pointed out that the focus should remain on balancing supply and demand in a way that incentivized investment without harming the global economy.

“Our role in OPEC is to stabilize the market,” he said.

His remarks were echoed by Saudi Arabia’s Minister of Economy and Planning Faisal Alibrahim, who said that uncertainty had weighed heavily on growth, investment and geopolitical risk, but that reality had proven more resilient.

“The economy has adjusted and continues to move forward,” Alibrahim said.

Alibrahim warned that pragmatism had become scarce, trust increasingly transactional, and collaboration more fragile. “Stability cannot be quickly built or bought,” he said.

Alibrahim called for a shift away from preserving the status quo towards the practical ingredients that made cooperation work, stressing discipline and long-term thinking even when views diverged.

Quoting Saudi Arabia’s founding King Abdulaziz Al-Saud, he added: “Facing challenges requires strength and confidence, there is no virtue in weakness. We cannot sit idle.”

President of the European Central Bank Christine Lagarde stressed the importance of distinguishing meaningful data from headline noise, saying: “Our duty as central bankers is to separate the signal from the noise. The real numbers are growth numbers not nominal ones.”

Managing Director of the IMF Kristalina Georgieva echoed Lagarde’s sentiments, saying that the world had entered a more “shock prone” environment shaped by technology and geopolitics.

Director General of the World Trade Organization Ngozi Okonjo-Iweala said that the global trade systems currently in place were remarkably resilient, pointing out that 72 percent of global trade continued despite disruptions.

She urged governments and businesses, however, to avoid overreacting.

Okonjo Iweala said that a return to the old order was unlikely, but trade would remain essential. Georgieva agreed, saying global trade would continue, albeit in a different form.

Georgieva warned that AI would accelerate economic transformation at an unprecedented speed. The IMF expects 60 percent of jobs to be affected by AI, either enhanced or displaced, with entry-level roles and middle-class workers facing the greatest pressure.

Lagarde warned that without cooperation, capital and data flows would suffer, undermining productivity and growth.

Al-Jadaan said that power dynamics had always shaped global relations, but dialogue remained essential. “The fact that thousands of leaders came here says something,” he said. “Some things cannot be done alone.”

In another session titled Geopolitical Risks Outlook for 2026, former US Democratic representative Jane Harman said that because of AI, the world was safer in some ways but worse off in others.

“I think AI can make the world riskier if it gets in the wrong hands and is used without guardrails to kill all of us. But AI also has enormous promise. AI may be a development tool that moves the third world ahead faster than our world, which has pretty messy politics,” she said.

American economist Eswar Prasad said that currently the world was in a “doom loop.”

Prasad said that the global economy was stuck in a negative-feedback loop and economics, domestic politics and geopolitics were only bringing out the worst in each other.

“Technology could lead to shared prosperity but what we are seeing is much more concentration of economic and financial power within and between countries, potentially making it a destabilizing force,” he said.

Prasad predicted that AI and tech development would impact growing economies the most. But he said that there was uncertainty about whether these developments would create job opportunities and growth in developing countries.

Professor of international political economy at the University of New South Wales in Australia, Elizabeth Thurbon, said that China was driving a Green Energy transition in a way that should be modeled by the rest of the world.

“The Chinese government is using the Green Energy Transition to boost energy security and is manufacturing its own energy to reduce reliance on fossil fuel imports,” she explained.

Thurbon said that China was using this transition to boost economic security, social security and geostrategic security. She viewed this as a huge security-enhancing opportunity and every country had the ability to use the energy transition as a national security multiplier. 

“We are seeing an enormous dynamism across emerging market economies driven by China. This boom loop is being driven by enormous investments in green energy. Two-thirds of global investment flowing into renewable energy is driven largely by China,” she said.

Thurbon said that China was taking an interesting approach to building relationships with countries by putting economic engagement on the forefront of what they had to offer.

“China is doing all it can to ensure economic partnership with emerging economies are productive. It’s important to approach alliances as not just political alliances but investment in economy, future and the flourishment of a state,” she said.

The panel criticized global economic treaties and laws, and expressed the need for immediate reforms in economic governing bodies.

“If you are a developing economy, the rules of the WTO, for example, are not helpful for you to develop. A lot of the rules make it difficult to pursue an economic development agenda. These regulations are not allowing the economies to grow,” Thurbon said.

“Serious reform must be made in international trade agreements, economic bodies and rules and guidelines,” she added.

Prasad echoed this sentiment and said there was a need for national and international reform in global economic institutions.

“These institutions are not working very well so we can reconfigure them or rebuild them from scratch. But unfortunately the task of rebuilding falls into the hands of those who are shredding them,” he said.

WEF attendees were invited to join the Global Collaboration and Growth meeting to be held in Saudi Arabia in April 2026 to continue addressing the complex global challenges and engage in dialogue.