Ford has plans to change that, but first Lincoln is due for a massive overhaul. As of October 2010, Ford is in the process of shutting down its Mercury brand, leaving it with a very health Ford brand and an ailing Lincoln brand. Lincoln has seen some new product in recent years, but it lacks the distinctive product line consumers want in a luxury moniker.
Speaking at the 2010 Paris Motor Show, Ford President and CEO Alan Mulally noted that Lincoln isn’t where it should be. In 2009, just 83,000 units were sold, less than half the number it reached in the 1990s. Lexus, Infiniti, Acura, BMW, Mercedes and Audi have grabbed buyers and its American competitor, Cadillac, has done the same.