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We've seen a couple of electric concept cars from Lincoln during the past few years, but since then it's been presumed that the luxury brand has been hard at work on its first production EV. While that project hasn't necessarily been cancelled, the brand's efforts on shifting its lineup to nothing but electric power have been placed on hold for the time being.


Much like a number of other brands in recent weeks, Lincoln is noticing a slump in demand for EVs. This brand in particular has seen firsthand what is going on at Ford, with models like the Ford F-150 Lightning and Mustang Mach E piling up on lots as a result of neglect from customers. As a brand that sells only a fraction of the amount of vehicles as Ford per month, Lincoln is looking to avoid the mistakes of its parent company by focusing on technology and the unique interests of its customers. Meanwhile, EVs will be taking a backseat to more profitable hybrids for now. If that sounds familiar, that's because the likes of GM, Genesis, and Mercedes have recently pledged to do the same.


Lincoln ev

As a result of Lincoln's revisions to its plans, familiar combustion engines will remain at the center of its lineup. The real changes will come in the form of new high-tech features, which the brand hopes will attract more buyers to its showrooms. As for its existing buyers, Lincoln will continue to cater to their needs––its decision to place EVs on the back burner was partially motivated by consumer interests. "(We’re) listening to what customers really need. Navigator customers tend to tow more, so (battery power) doesn’t make as much sense," said Lincoln President Dianne Craig during a conversation with The Detroit News. "That’s how we think about this transition — whether it’s hybrids, plug-in hybrids, full hybrids, ultimately to EVs down the road — it’s going to be different depending on segmentation."


Lincoln still thinks that EVs will catch on with buyers eventually––that time is just not now. Automakers were betting a bit too big on customers going all in, and while EV sales are growing, it hasn't been enough to meet the great expectations of automakers. Buyers clearly want something else, and Lincoln is looking to offer that with its current combustion lineup. "We’re not going to make any grand declarations specific to where the brand is going with electrification until . . . we really understand what our premium customers want," Craig said. "The time will come, for sure, but right now we are focused on the wonderful product lineup we have between the Corsair, Nautilus and new Aviator."


Until EVs truly gain traction, Lincoln won't be pushy with customers, and that will be reflected in the way it sells its vehicles. The brand plans to roll out a series of dealer-backed boutiques known as "vitrines" that will introduce a new direct-sales model, all while incorporating a more luxurious experience. That experience will primarily revolve around reducing pressure on buyers, especially when it comes to EVs. "There is transition with any technology, including electric vehicles. We’ll eventually come to that tipping point,” said Craig. “But right now (from) everything we are learning from our customers, now is not the right time for us to be making those declarations about EVs."


Lincoln ev release date

While there won't be as many batteries and motors underneath the sheetmetal of future Lincolns as previously expected, they will still pack the same tech advancements that have become the main selling points for EVs. The brand is already implementing that ethos into its current lineup with the newly redesigned Nautilus, which features a completely new dashboard layout that implements a wide screen sinking into the flat dashboard, while a smaller touchscreen and some physical switchgear manage the controls. This, along with similar new features, should be expected in other future Lincoln vehicles––namely the redesigned Navigator that's expected later this year.


Image Credits: Lincoln
Report
Mar 27, 2024
 •

Lincoln Backtracks On EVs As It Looks To Prioritize Customer Interests

Lincoln has watched Ford struggle with slow EV demand, so it's taking things slow.

We've seen a couple of electric concept cars from Lincoln during the past few years, but since then it's been presumed that the luxury brand has been hard at work on its first production EV. While that project hasn't necessarily been cancelled, the brand's efforts on shifting its lineup to nothing but electric power have been placed on hold for the time being.


Much like a number of other brands in recent weeks, Lincoln is noticing a slump in demand for EVs. This brand in particular has seen firsthand what is going on at Ford, with models like the Ford F-150 Lightning and Mustang Mach E piling up on lots as a result of neglect from customers. As a brand that sells only a fraction of the amount of vehicles as Ford per month, Lincoln is looking to avoid the mistakes of its parent company by focusing on technology and the unique interests of its customers. Meanwhile, EVs will be taking a backseat to more profitable hybrids for now. If that sounds familiar, that's because the likes of GM, Genesis, and Mercedes have recently pledged to do the same.


Lincoln ev

As a result of Lincoln's revisions to its plans, familiar combustion engines will remain at the center of its lineup. The real changes will come in the form of new high-tech features, which the brand hopes will attract more buyers to its showrooms. As for its existing buyers, Lincoln will continue to cater to their needs––its decision to place EVs on the back burner was partially motivated by consumer interests. "(We’re) listening to what customers really need. Navigator customers tend to tow more, so (battery power) doesn’t make as much sense," said Lincoln President Dianne Craig during a conversation with The Detroit News. "That’s how we think about this transition — whether it’s hybrids, plug-in hybrids, full hybrids, ultimately to EVs down the road — it’s going to be different depending on segmentation."


Lincoln still thinks that EVs will catch on with buyers eventually––that time is just not now. Automakers were betting a bit too big on customers going all in, and while EV sales are growing, it hasn't been enough to meet the great expectations of automakers. Buyers clearly want something else, and Lincoln is looking to offer that with its current combustion lineup. "We’re not going to make any grand declarations specific to where the brand is going with electrification until . . . we really understand what our premium customers want," Craig said. "The time will come, for sure, but right now we are focused on the wonderful product lineup we have between the Corsair, Nautilus and new Aviator."


Until EVs truly gain traction, Lincoln won't be pushy with customers, and that will be reflected in the way it sells its vehicles. The brand plans to roll out a series of dealer-backed boutiques known as "vitrines" that will introduce a new direct-sales model, all while incorporating a more luxurious experience. That experience will primarily revolve around reducing pressure on buyers, especially when it comes to EVs. "There is transition with any technology, including electric vehicles. We’ll eventually come to that tipping point,” said Craig. “But right now (from) everything we are learning from our customers, now is not the right time for us to be making those declarations about EVs."


Lincoln ev release date

While there won't be as many batteries and motors underneath the sheetmetal of future Lincolns as previously expected, they will still pack the same tech advancements that have become the main selling points for EVs. The brand is already implementing that ethos into its current lineup with the newly redesigned Nautilus, which features a completely new dashboard layout that implements a wide screen sinking into the flat dashboard, while a smaller touchscreen and some physical switchgear manage the controls. This, along with similar new features, should be expected in other future Lincoln vehicles––namely the redesigned Navigator that's expected later this year.


Image Credits: Lincoln

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Lincoln Backtracks On EVs As It Looks To Prioritize Customer Interests

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