Ford Motor Company owns the Lincoln brand. As we discussed in class, Lincoln has seen dramatic sales decreases in the last decade. Consumers they considered to be their target buyer are now purchasing Lexus, Audi and Cadillac branded vehicles. Lincoln has hired new designers, dramatically changed the product line, are realigning pricing and are now utilizing Matthew McConaughey in their advertising. Ford is
a) Modifying the Lincoln product line to be similar to Audi.
b) Utilizing co-branding of Ford and Lincoln to appeal to a larger audience and sell their new SUV line-up.
c) Negotiating product placement on popular TV shows with the new ads, and generating excellent media attention.
d) Creating line extensions of the Lincoln brand with some new products while maintaining the core vehicles and positioning.
e) Actively repositioning the Lincoln brand and product line.
