Lincoln is a very well known brand in the US and around the world even though size wise, it only sells 100,000 units per year. By comparison, Mercedes-Benz sells three times as much in the US, 20 times that globally each year. And yet, we all know the brand, and probably had a ride in one.
Maybe it’s the name- selected after president Abraham Lincoln was the first ever vote the founder of the company, Henry Leland, ever made, back in 1864. Maybe it’s the glorious Navigator or maybe even the huge rows of black Lincoln limos waiting at every event, airport and luxury hotel across the US. We all know Lincoln.
Henry Ford really wanted to buy Cadillac, back when it wasn’t named Cadillac, from Henry Leland and failed. 20 years later, in 1922 he bought the bankrupt Lincoln and vowed to defeat Cadillac in the Luxury race. The race has been going on ever since and in recent year got ever more fierce.
In recent year, Lincoln has been revamping its product line and the new designs are proving to be really popular and with the new Continental and Navigator on the way the brand seems to be very popular. Ford is investing and even trying to make Lincoln a very popular brand in China. Lincoln cars manage to keep their restrained, yet undeniably premium image as chauffeur cars.