Lincoln, the premium brand under the Ford umbrella, has pivoted its strategy away from electric vehicles (EVs) toward prioritizing technological advancements in its vehicles. This decision comes in response to a recent slowdown in demand for Ford’s electric lineup.
Lincoln showcased the Star SUV concept at the 2022 Detroit Auto Show, but the brand has since shifted its focus away from EVs. Lincoln President Dianne Craig explained, “We’re listening to what customers really need. Navigator customers tend to tow more, so (battery power) doesn’t make as much sense.” The brand is now concentrating on integrating high-tech features to enhance the appeal of its vehicles.
This shift reflects a broader trend among automakers, with many reevaluating their electrification commitments due to EV sales not meeting industry expectations. Hybrids and internal combustion vehicles are being reintroduced into lineups until EV demand regains momentum.
Lincoln’s approach includes adopting super high-tech features, like those found in luxurious EVs, such as Mercedes’ hyperscreen or the Cadillac Lyriq’s wide infotainment system, in its latest models like the Lincoln Nautilus.
Furthermore, Lincoln is adopting a sales strategy reminiscent of EV startups. The brand has introduced new “vitrines,” which are dealer-run boutiques that prioritize creating a luxurious experience over direct vehicle sales. These locations aim to alleviate pressure from consumers, including any pressure to purchase an EV.
“There is a transition with any technology, including electric vehicles. We’ll eventually come to that tipping point,” said Craig. “But right now, from everything we are learning from our customers, now is not the right time for us to be making those declarations about EVs.”
