Remember when Lincoln was cool?
No. You probably don’t.
The reason you don’t is because Lincoln hasn’t been cool since about 1964, when its rear-wheel-drive land yachts defined luxury and class.
Lincoln has been in decline since those glory days and currently struggles for relevance in a fiercely competitive luxury market that is dominated by Audi, BMW, Lexus, Mercedes-Benz, and even Cadillac.
How can an automaker that has become a relative afterthought establish itself as a real player in the luxury game?
In Lincoln’s case, it must look to the Ford Mustang