The rejuvenation of Lincoln doesn't just begin with Roger Sterling. Ford has ordered its Lincoln dealers to spend at least $1 million per dealer to keep up with contemporary luxury trends, or get the hell out of the way.
Lincoln's rebuilding begins now, said Alan Mulally to 120 Lincoln dealers at a meeting in Detroit last week. Ford expects its dealers to spend at least $1 million on renovating their showrooms, and double that if it's a Ford-Lincoln combination (and to pour one out for dearly-departed Mercury). If dealers don't follow through with the renovations, Ford reserves the right to revoke their franchises.
"We talked about the product and the experience and our commitment to make Lincoln a world-class luxury brand," said Christian Bokich, Lincoln spokesman. "We have seven new or significantly refreshed vehicles coming out in the next three years."
Ford wants its dealer renovations ready by the end of next year, just in time for a new MKZ sedan and a Focus-based luxury crossover. Ford currently has 1,100 Lincoln dealerships in America, but the majority of dealers targeted are based in urban markets.
More: Ford Ultimatum To Lincoln Dealerships: Spend $1 Million On Showroom Renovations, Or Lose It