…while Lincoln launches in UK and Probe faces the axe

Ford is to launch its classic American car brand the Lincoln in the UK in 1998 and is preparing to axe its unpopular Probe coupé, replacing it with the Cougar, according to informed sources.

The impending introduction of the luxury car brand, which will be advertised by Young & Rubicam, raises profound questions about Ford’s future branding strategy for its network of UK dealerships, and the role of the Ford marque.

Observers say the company must decide if the Lincoln will be called the Ford Lincoln, or just the Lincoln, for example, and also determine how dealerships selling the new cars will be branded.

It is believed the company is also considering diminishing the Ford marque at some dealerships in favour of promoting specific car brand names.

The Lincoln will be positioned in the luxury car sector but will be less upmarket than Ford-owned Jaguar. One source says: “This is a piece of Americana that will appeal to younger drivers than the Jaguar target market.”

The Probe, a joint venture with Mazda, has failed to make a significant impact in the UK market and is expected to be replaced by the Cougar in about a year’s time.

Ford describes the plans as “purely speculative”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here