In an effort to try and stimulate falling sales of it's North American luxury brand, Ford Motor Company has announced it will be spending $1 billion in a last-chance revitalization effort.
Lincoln has been struggling in the luxury sector, faced with stiff competition from German and Japanese brands with a product portfolio that essentially consists of badge-engineered Fords.
In 2010, the brand sold 85,828 cars in the US, by comparison, BMW sold more than that from just one of its product lines (the 3-Series sold more than 100,000 units during the same period).
And with the imminent demise of the highly-profitable Town Car, the brand's fortunes are set to decline even further, especially in the short term.
Nevertheless, Ford has said that for the time being, it remains committed to revitalizing it's premier marque, though today, $1 billion doesn't go a long way in the automobile business, especially for an entire brand.
More: Ford To Spend $1 Billion On Last Ditch Effort For Lincoln