Lincoln, le chef du design de Ford, déclare

  • Joseph Hancock
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Lincoln est probablement encore une décennie avant de retrouver son statut de véritable marque de luxe selon un dirigeant de haut niveau de Ford.

«Non, nous ne sommes pas du vrai luxe», a déclaré le chef du design de Ford, J Mays Actualités de Detroit hier. «Nous sommes dans une phase d'investissement avec Lincoln.»

Cet investissement prendra la forme de nouveaux produits visant à éloigner la marque de sa réputation moins que somptueuse. Le MKZ récemment sorti est le premier des quatre nouveaux véhicules destinés à le faire. Mais un lancement raté qui a entraîné des mois de retards pour les clients qui ont passé des précommandes a permis à la marque de démarrer difficile..

Comment Lincoln va se distinguer est probablement la question la plus difficile à laquelle l'entreprise est actuellement confrontée. Des caractéristiques qui auraient pu être associées aux voitures de luxe il y a plusieurs années sont désormais disponibles dans les véhicules grand public. Des marques moins chères proposent des volants chauffants, des systèmes d'infodivertissement à écran tactile et des sièges refroidis. Cela signifie qu'il est plus difficile de se démarquer.

Mays a déclaré qu'une partie de la stratégie de la marque s'appuierait sur l'intérieur plus haut de gamme MKZ et le système de changement de vitesse à bouton-poussoir. Par exemple, faire passer le MKZ d'un parc à l'autre impliquait d'appuyer sur un bouton «P» plutôt que de déplacer un levier de sélection de vitesse.




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