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Ford Might Be Considering Bringing Lincoln Brand To Europe: Exclusive

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New information could suggest that Ford Motor Company is considering introducing its Lincoln luxury car brand in Europe.

FoMoCo has filed to trademark the Lincoln logo with the European Union Intellectual Property Office (EUIPO), Ford Authority has discovered. Filed on August 12th, 2020, the application consists of the familiar Lincoln logo used on today’s Lincoln vehicles.

The Lincoln logo included in the trademark filing with the EUIPO
The Lincoln logo included in the trademark filing with the EUIPO

The filing is assigned serial number 018288068 and lists a trifecta of goods and services categories that the mark will be used for:

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  • Motor vehicles and parts thereof,
  • Sales of motor vehicles,
  • Repair and maintenance of motor vehicles.

The trademark application was filed by HGF Limited, a London-based legal firm specializing in patent and trademark law.

Lincoln Aviator
Lincoln Aviator

The last we heard of Lincoln coming to Europe was in 2014, when then-Ford Motor Company CEO, Alan Mullally, went on record as saying that the Dearborn-based automaker had no plans of introducing Lincoln to the European region. However, this trademark application suggests that those plans may have changed.

Currently, Ford of Europe offers Vignale – a range-topping, luxury-oriented trim level on many Ford models such as the Focus, Mondeo, Puma Kuga, and S-Max, among others.

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2020 Lincoln Aviator Grand Touring
2020 Lincoln Aviator Grand Touring

Lincoln’s global footprint is currently limited to the United States, Canada, Mexico, China and the Middle East. To that end, an expansion to other markets, such as Europe, could provide Ford with various degrees of growth in terms of sales and revenue, while also improving economies of scale for the luxury brand.

Lincoln utility lineup. Left to right: Corsair, Nautilus, Aviator, Navigator
Lincoln utility lineup. Left to right: Corsair, Nautilus, Aviator, Navigator

However, there have been no other indications that The Blue Oval is planning to bring the storied luxury brand to Europe. In fact, an entry into the European market would almost necessitate that Lincoln models be equipped with diesel engines, which serves as the dominant fuel type in most European countries.

Incidentally, not a single Lincoln vehicle is currently offered with a diesel engine. However, we do remember spying a Lincoln Aviator prototype with a diesel engine as it underwent testing in March 2019, giving the “Lincoln Europe” notion some legs.

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Lincoln Corsair Grand Touring (PHEV)
Lincoln Corsair Grand Touring (PHEV)

It’s also worth noting that FoMoCo has been moving to electrify the Lincoln lineup with plug-in hybrid (Grand Touring) variants. Additionally, a battery-electric vehicle – previously planned in collaboration with Rivian but now developed entirely by Ford/Lincoln – is also on the way. That particular direction lines up with that of the European Union’s, which has been pushing for electric and electrified vehicles with fewer tailpipe emissions.

We’ll have more as we get it, so be sure to subscribe to Ford Authority for the latest Lincoln news and around-the-clock Ford news coverage.

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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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13 Comments

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  1. I hope they are also looking towards Australia, we are getting sick and tired of being treated so badly by Ford. FCA and GM are both going gangbusters downunder albeit their cheapest vehicle, the now discontinued Camaro and the basic RAM 1500 is priced at $US70k due to the cost of converting these vehicles, with full factory backing to RHD. They have plans to release many more of their vehicles here including the new Corvette, Suburban and Challenger. In the meantime yes we get the Mustang including a GT350/500 replica known as the R-Spec heavily modified in Australia at the old Ford factory in Melbourne. We do get the Edge but it’s in a sales position dominated by 7 seaters and with a pokey 2 litre diesel. Come on Ford, Australia has provided you with some of the best vehicles in your stable over the decades including the world dominating Ranger/ Everest, give us something in return please.

    • I have been following Ford for a long time and they cannot be trusted to do the right thing. There is a history of mistakes concerning marketing decisions, launches, transmission woes, etc. I still like the company and have owned 8 straight Fords in a row. However, sometimes I just shake my head.

  2. Excellent! I am all for it. Would make the purchase of my next Lincoln easier. I had to import my current Continental which was not so hard. Just not as nice as walking into a dealer and experiencing and trying the car before hand.

  3. This shows Ford is still committed to Lincoln. I expect plug-in hybrids with better EV only range.
    Just windering if they will import from US or China.

  4. I do not see how gasoline powered Lincolns could be successful in Europe, considering the price of gasoline there. Electric and diesel would be a better choice for the European market.

      • I think the only way this would work in Europe, is to bring the PHEV models here, meaning the Corsair and Aviator. Diesel is slowly falling out of grace here and a new brand should not be offered with diesel anymore, though there was this Aviator which was spied running on diesel recently?

  5. I wouldn’t say not to…but DO YOUR HOMEWORK! Study the market(s) carefully and look for openings that can be leveraged. You don’t want to be just another…?

  6. Its my dream. I wished to buy lincoln continental and I Live in Egypt. If I imported it from Europe it will be duty free. But the taxes from USA may reach 200 %. Bringing lincoln to Europe will open many Markets in North africa and middle east. Especially in low CCs and sedans (like chinese Market)

  7. @sherif just buy it from an auto broker located in Europe. Like Spain for example. Currently there are like 5 or 6 Continentals in Europe already imported and with EU papers ready to be sold.

    • Not sure what you mean with Euro 1. But As I said with the broker I used all the papers were arranged very easy and now I am driving my Continental here in Germany legally and insured. The car is even Euro 6 certified and has a so called KfZ brief which makes it legal to register in any EU country or countries using EU rules as a baseline.

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