Lincoln Rethinks EV Strategy, Focuses on Range and Hybrids
The luxury ford offshoot, Lincoln, is recalibrating its electric vehicle strategy. Initially aiming for five new evs by 2026,based on technology from rivian (where Ford previously invested heavily),the brand currently has no electric cars on the market and doesn’t plan a launch for next year.
Despite earlier concepts and ambitious timelines, Lincoln is now prioritizing electric cars with extended range, hybrid options, and a selection of more affordable battery electric vehicles.This shift comes as competition in the EV market intensifies, with many manufacturers already offering electric models, or preparing to do so.
The change in direction suggests Lincoln is reassessing its approach to electrification, possibly seeking a more pragmatic path forward than initially envisioned.
Lincoln Ditches Full EV Plan,Opts for Extended-Range Hybrids
Lincoln is shifting its electrification strategy,moving away from a fully electric lineup in favor of extended-range electric vehicles (EREV) and hybrids. This decision comes directly from Ford Motor Co. CEO Jim Farley, who expressed relief at not having pursued a entirely electric offering for the luxury brand.
“The team pushed me to have a completely electrical offer. I didn’t do it and I’m really glad we don’t have it,” Farley stated during an interview at Car Week in Monterey, California, as reported by CarBuzz.
Farley believes EREV technology – combining an electric powertrain with a range-extending combustion engine – is the “perfect mechanism” for Lincoln. The future Lincoln lineup in the US will primarily consist of EREV models, supplemented by traditional hybrid vehicles and “maybe a few electric vehicles, but affordable,” he added.
This strategy is notable considering Lincoln’s ancient positioning as a luxury brand competing with Cadillac. Currently, Lincoln emphasizes premium services, such as delivering a replacement vehicle to customers when their car is in for service. The concept of affordability, thus, represents a potential shift in the brand’s approach.
Lincoln currently offers models like the Nautilus, showcasing its commitment to evolving its vehicle offerings.
image: A concept version of the 12-cylinder Lincoln Continental is currently for sale, highlighting a different direction the brand considered.(Source: Lincoln – image urls from original text are broken and not reliably sourced, so a general link to Lincoln is provided).