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Lincoln,

Consider this an open letter on what you should be doing.
1. Don't cross market your vehicles with Ford. Everybody knows the product mechanically is a Ford with a more luxurious interior and a higher price. The practice did not work well as a Cadillac Cimarron/Cavalier, Lincoln Town Car/Grand Marquis or EDSEL.
2. Establish a "Lincoln identity". Currently Lincoln has no identity. The facade of Lincolns needs to be improved greatly. The long grill with the vertical slats look like an afterthought.
3. Design and sell cars which complete with several cars in the Mercedes Benz lineup. There should be a Lincoln to compete with the C-class, E-class and S-class Mercedes Benz models. Also, there should be a Lincoln to compete with the best selling Mercedes Benz SUVs.
4. Understand that there is NO market for an "upmarket" Mustang re-badged as a Lincoln. Different demographic groups, expectations of the car, and buyers who buy based on performance and price. This is not Lincoln's target demographic. (It would also compete unnecessarily with the Mustang, raise costs per vehicle, and NOT increase sales throughout the Ford/Lincoln corporation).
5. Market and sell a mid size luxury sedan in China. The car for this market segment should be loaded to the gills. Performance is not the goal here, luxury and value, and MOST importantly, prestige are.
6. NEVER "re-badge" a Ford again. (Except for maybe an SUV. No car should ever be re-badged).
7. Consider V6 turbo engines and a car to compete with the Lexus GS. (This IS your demographic).
(This car should have paddle shifters, and also be available with a 6spd. manual transmission. This car should be a 4 door sedan. No reason to sell a coupe - NOT your demographic).
8. The Lincoln pickup based on the F150 should NEVER be repeated. Lincoln's demographic is not in the pickup market, it's in the sedan, SUV and crossover segments.
9. Instead of looking at a "Lincoln Mustang", look at the Ford Escape, and talk to your customers. Hundreds of thousands of people like that vehicle. Find out why. Hint: - it's due to the interior features, and it makes women feel safe and secure when they drive it. Also, more than half of the owners of the Ford Escape are women. (Again, THIS is your target demographic).
10. Consider looking at alternative fuel vehicles. Hybrids, Electric vehicles. These types of vehicles ARE in the Lincoln "wheelhouse".
11. Luxury, reliability, fuel efficiency, and a logical size. These are the cornerstones of what Lincoln SHOULD be examining. Also, the price should be competitive.
12. Lincoln - feel free to contact me ANY TIME for further suggestions. As I am looking for work,
perhaps I could send Lincoln a resume?

Very Sincerely,

John R. Mayo

johnrmayo@yahoo.com