Question of the Day: Should Ford Keep or Kill Lincoln?

by Michael Strong

Published: September 3rd, 2026

question of the day should ford keep or kill lincoln

The history of the automotive industry is filled with names … names that are little more than memories. Think Plymouth, Pontiac, Mercury, and others. Most of these monikers from eras gone by departed because of financial decisions — they didn’t make money … or enough money.

General Motors cut a few brands, i.e. names, a while ago: Oldsmobile, Saturn, and —sigh — Pontiac. Ford cut its Mercury division in 2010 with the last Mercury, a Grand Marquis, rolling off the line in early 2011.

Is it time for Ford to make another cut? The rumblings have been out there and in a recent piece at TheCarCollective.Substack.com, the case was made for cutting Lincoln. There’s a likely a reason it still survives, but is it time for Ford to axe its luxury brand? Let us know.

[Image: Lincoln, authory]

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Michael Strong

Michael Strong has spent more than 25 years writing about the automotive industry. A Detroit-area native, he’s written about everything from local car shows to product reviews to financial news. Currently he writes and edits for a variety of national and local publications. He’s also a longtime member of the Automotive Press Association and the International Motor Press Association, and a graduate of Georgia Southern University. Hail Southern! Despite a love for ’70s land yachts and BMWs from the late ’80s and early ’90s, his personal vehicle is neither of those.

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2 of 57 comments

InCogKneeToe on Sep 10, 2026

With Ford's intended Pro, Blue, Model E, Plan. Going forward Ford should Add to Lincoln if anything. It's been no secret that for Years, a Expedition, Edge, Explorer could be equipped to go Head to Head with an Aviator, MKX, Navigator. Here is a chance to pick up all the Left Outs in Ford's Plans, while truly making Lincoln Stand Out as a Free Standing Brand.

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Mikebreeze on Oct 11, 2026

What would the Lincoln Lawyer ride around in if they eliminated this brand?

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