El jefe de diseño de Ford de Lincoln no es un verdadero lujo dice

  • Jack Todd
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Lincoln probablemente aún esté a una década de recuperar el estatus como una verdadera marca de lujo según un ejecutivo de alto nivel de Ford.

"No, no somos un verdadero lujo", dijo el jefe de diseño de Ford, J Mays. Noticias de Detroit ayer. "Estamos en una etapa de inversión con Lincoln".

Esa inversión vendrá en forma de nuevos productos destinados a alejar a la marca de su reputación menos que lujosa. El recientemente lanzado MKZ es el primero de cuatro vehículos nuevos destinados a hacer eso. Pero un lanzamiento fallido que provocó meses de demoras para los clientes que hicieron pedidos anticipados hizo que la marca tuviera un comienzo difícil..

La forma en que Lincoln se distinguirá es probablemente la pregunta más difícil que enfrenta la compañía actualmente. Las características que podrían haber estado asociadas con los automóviles de lujo hace varios años ahora están disponibles en vehículos de mercado masivo. Las marcas menos costosas ofrecen volantes con calefacción, sistemas de información y entretenimiento con pantalla táctil y asientos refrigerados. Significa destacarse es más difícil.

Mays dijo que parte de la estrategia de la marca se basará en el interior MKZ más premium y el sistema de cambio de botón. Por ejemplo, sacar el MKZ del estacionamiento para conducir implicaba presionar un botón "P" en lugar de mover una palanca de selección de marcha.




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