A top Ford Motor Co.
executive says the automaker’s struggling Lincoln brand is “not true luxury,” and faces a tough road back that will take years.
J Mays, Ford’s design chief, said the company’s focus on rebuilding Lincoln has only just begun — and that Lincoln’s reinvention could take a decade.
“No, we’re not true luxury,” Mays said Tuesday following an event at the automaker’s Dearborn campus. “We’re in an investment stage with Lincoln. We’ve probably got a 10-year investment to make.”
Luxury brand transformations can take many decades, as it did for General Motors’ Cadillac. Mays’ proclamation that Lincoln is “not true luxury” is evidence Lincoln still lacks definition.