Developing a new sedan platform is an expensive undertaking, requiring significant investment in engineering, design, and tooling. The Focus on Profitability and Global Strategy Automakers are businesses, and they must focus on profitability.
Why Lincoln Chose SUVs Over Sedans: Meeting Market Demand and Maximizing Profit
The MKZ, once a best-seller, saw its role gradually diminish as Lincoln's SUV lineup expanded. With declining sales volumes, the return on investment for a new Lincoln sedan was simply not as attractive as for a new SUV.
The brand built its identity on these long, sweeping coupes and sedans that offered a serene cabin and powerful V8 engines. By concentrating resources on high-demand, high-margin vehicles, Lincoln can ensure the long-term health of the brand and fund the development of the technology and features that modern luxury customers expect.
Why Lincoln Chose SUVs Over Sedans: Meeting Consumer Demand and Business Goals
Consumer demand has gravitated heavily toward vehicles that offer higher seating positions, greater versatility, and the ability to haul cargo or passengers with ease. The Continental, in its recent generations, was a strong seller and a critical halo vehicle for the brand, but even its impressive run could not overcome the market's structural shift.
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