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05. Lincoln To Follow Scion Down The Customization Path?
It seems like every couple of weeks or so we hear about a new strategy for how Lincoln is going to move its brand forward and recapture the market share that has gradually slipped through its fingers over the course of the past 20 years. This week, it was the Automotive News reporting that the latest direction that Lincoln's path from the wilderness of luxury obscurity will take is one that will introduce greater personalization across its lineup.
The article quotes Lincoln's Jim Farley as stating that the customization that was emphasized during his time at Scion is something that could work well for the automaker's more mature audience, especially in terms of creating higher margins on semi-bespoke models. Anything that could help differentiate Lincoln from the competition would be welcome from the luxury brand at this stage of its existence.