Ford Motor Company’s luxury arm, Lincoln, is currently sold in the U.S., Canada, Mexico, China, the Middle East, and South Korea. Notably absent from that list is Europe. And that will remain the case for the foreseeable future.
“There are no plans to take Lincoln to Europe right now,” Ford Motor Company Vice President and President of the North American region, Kumar Galhotra, told Ford Authority executive editor, Alex Luft, in a recent interview, putting on ice any speculation about the brand expanding beyond its current area of operation.
For the time being, Lincoln is focused on gaining ground in those markets it deems most important.
“The focus for Lincoln right now is to grow, both in the U.S. – where it’s doing great this year – and to continue to grow it in China. Those are the two big luxury markets,” added Galhotra, who served as the President of Lincoln until early 2018.
Does this mean European customers are out of luck? If they want an actual Lincoln, then yes. That being said, The Blue Oval does offer the Vignale trim for those who desire more luxury from their vehicle. Vignale serves as the range-topping trim level of Ford-branded vehicles, slotting above Titanium to offer customers exclusive luxury touches unavailable in less expensive models.
For example, European Vignale customers gain access to special lounges and Vignale-specific retail professionals at select Ford dealerships. It’s similar to the Lincoln Concierge program, which offers customers and owners an extensive support system designed to accommodate their purchasing needs. Vignale also offers travel perks to customers, something that Lincoln extends to American owners in some regions.
For the time being, before expanding to other regions, Lincoln needs to establish a solid customer base and create sustainable growth, both in the U.S. and China. Expanding into another market would require considerable resources, and potentially a new dealer network.
News of Lincoln having no plans of expanding to Europe comes on the heels of rumors that the luxury marque could be coming to India. Ford Motor Company recently filed to trademark the Lincoln name in the Asian country.