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Ford To Pour $6 Billion Into Premium ‘Lincoln’ Brand: Report

Ford’s global premium brand Lincoln has already benefited from an extensive styling makeover, but so far it hasn’t been enough to challenge Cadillac and the usual cast of premium European marques. Founded in 1917 by a former Cadillac m


Ford’s global premium brand Lincoln has already benefited from an extensive styling makeover, but so far it hasn’t been enough to challenge Cadillac and the usual cast of premium European marques.

Founded in 1917 by a former Cadillac manager and owned by Ford since 1922, Lincoln was once regarded as a key rival to not only Cadillac but also a number of other premium brands that have faded into obscurity over the past century.

This new century has not been kind to Lincoln however, with the brand unable to achieve a sales lead on Cadillac since 2000.

Lincoln’s fortunes may be about to change, however, with reports out of the US suggesting that Ford is preparing to pour a huge US$5 billion (AU$5.7 billion) into the brand.

According to business paper Reuters, new Ford CEO Mark Fields has secured the backing of Executive Chairman Bill Ford, launching a multi-year investment in new models, including an a new premium architecture specifically for the Lincoln brand.

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