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While Lincoln Motor Co. flounders to reclaim its once superior standing in the luxury car market, GM’s (NYSE:GM) Cadillac shows its strength with a new power, but Toyota (NYSE:TM) and BMW have something in the works that could blow Lincoln and Cadillac both out of the water.
Ford and Lincoln
Ford’s (NYSE:F) Lincoln was once a top luxury brand in the U.S., but has fallen in the ranks in recent years. With more competing luxury brands, like Toyota’s Lexus and Volkswagen’s Audi, Lincoln has lost a significant amount of sales. Recently, Ford has been engaged in re-branding Lincoln, investing $1 billion in the brand, coming out with a new lineup of models, and pushing a new ad campaign. Lincoln sales only reached 82,510 vehicles for 2012 compared to 231,660 in 1990.
GM and Cadillac
Ford isn’t alone in trying to do something new with its luxury brand. GM showed a new lineup of its luxury Cadillac brand, and one model stood out a little more than the rest. The Cadillac ELR coupe is a slightly reshaped model that fits in next to the other new models, but features the Chevrolet Volt’s hybrid technology, making it a green luxury machine. The price tag will be high, but GM doesn’t intend to produce a lot of this model…
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