One of the automakers that continues to puzzle us is Ford's Lincoln division. That's because it has to have a pretty decent budget as it is one of Ford's assets AND it also takes up a significant amount of space at the big auto shows. I mean, its stand is massive.
There's just one thing, though. Its products are not overly exciting, interesting or well priced. For every vehicle I can't understand the point in getting one when Ford makes a counterpart that's just as good and it's not sold at a premium.
This year I ventured into its booth again and was blown away when I noticed that on one of the upstairs platforms there was a 1932 Lincoln KB Dietrich Coupe. It was only two years ago at the New York Auto Show Lincoln did something similar with a 1934 Model 40 gracing the presence of the then new MKZ.
Now I am not going to go and say the company should build something similar to these two, that's just not realistic. However, one has to wonder where Lincoln's imagination has been all these days. The products are not differentiated except with, typically, heinous styling treatments and some wood, leather and — maybe — Alcantara.
If there's one thing Lincoln's top management should be doing is looking at this year's Detroit Auto Show then come back to their stand. From there, it should ask "Why is our coolest car in the booth from 1932?"
Maybe then it can start to realize it needs to do something, quick.
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2014 Detroit Auto Show
