Lincoln Wants to Triple Global Sales by 2020
Lincoln announced in April that it would be peddling its wares outside of the United States for the first time in nearly a century of operation by bringing its brand to China. With sales scheduled to begin within the next two weeks, many were still left wondering just what Lincoln’s end goal was for its Eastward expansion was.
According to a report from Automotive News, that goal is 300,000 global sales by 2020, which is more than three times what they sell on an annual basis in the United States. The majority of this growth is expect to come from China, and an expected injection of $2.5 billion over the course of the next five years will be a major factor in whether this goal is attained.
Lincoln will add at least two new vehicles to its lineup by 2016—reportedly a RWD CUV and possibly a large flagship sedan—as well as a revamped MKX, a replacement for the MKS, and a likely switch to an aluminum body for the Navigator by 2017.
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Many have speculated that Lincoln will also eventually produce a RWD sedan akin to the Mustang/Falcon, which would do a great deal to help Lincoln close the gap with those luxury brands that have sportier offerings. According to new Lincoln president Kumar Galhotra, 50,000 Ford customers make the switch to luxury vehicles annually. Only about 25%, however, switch to a Lincoln vehicle.
A $2.5 billion investment in the brand and a greater emphasis on sales in China will definitely help, but the greatest ally Lincoln has in its quest to 300,000 annual sales may just be a more diverse lineup.
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