Everyone else is doing it so why can’t we? That was the plaintive question asked by Irish folk-rock-pop balladeers the Cranberries in 1993.
The Cranberry question applies to Ford’s Lincoln division who must be squirming in their corporate seats. The Genesis G90 saloon will be sold with a V8 as we well know and it looks the part. The other day Car & Driver revealed more details of the V8 Cadillac will be fitting to their CT6 which also looks the part. Considering that Genesis is a newish entrant in the upscale V8 market and that Cadillac is selling fewer cars than they were a decade ago (and so short of cash), Ford’s unwillingness to invest in a proper engine and a proper platform for their top-top-toppiest saloon is not an easy thing to explain away.
It’s not as if they are the only company who have to make vast efforts to get a luxury car onto the market. What I am saying is that Ford can’t claim to be relatively worse off than Cadillac or Genesis. The US car market is doing very well indeed and looks set to carry on doing so for a while yet (clouds are on the horizon). What’s Ford’s excuse?
Put in the context of the existing V8 luxury cars from the established marques and the new V8s from Cadillac and Genesis, the decision of Lincoln/Ford to offer what is essentially a smartly trimmed Fusion is mistaken. As I showed in the images last week, the Continental is visually flawed. It also lacks that which others are offering as a standard or as an option.
I am reasonably confident that nice a car as the Lincoln might be to sit in and drive, it will not be among the most successful of its kind. Most likely it’s another item to add to the list of failed luxury cars.