By Bengt Halvorson Deputy Editor October 6th, 2010

Ford Motor Co. [NYSE:F] is planning to consolidate its Lincoln dealerships, and asking those that stay with the brand to upgrade.

Earlier this week, at a gathering of Lincoln dealers at the company’s headquarters, details for the plan were announced. Although they remain secret, the automaker confirmed that it will likely lose some of its Lincoln dealerships.

Some sources—including the LA Times—have reported that Ford plans to eliminate about 175 dealerships—nearly 15 percent—of current Lincoln dealerships.

Dealers will have one of three options. If now with the discontinuation of Mercury they’re currently selling only Lincoln, they’ll need to invest in expanded facilities, or choose to make an exit. Otherwise, if they currently sell Lincoln and Ford, they can opt to keep their facility as-is and continue selling Ford but not Lincoln.

Company spokesman Christian Bokich said that about 88 percent of Lincoln vehicles are sold in the country’s 130 largest markets, and the brand intends to focus on those markets.

That likely means larger, more consistently styled showrooms, with a level of service that’s on par with Lexus, Audi, or Mercedes-Benz dealerships. Currently, some Lincoln dealerships are too small or outdated, or combined with higher-volume Ford dealerships.

Lincoln plans to introduce seven new products over the next four years, with the first of those, the 2011 Lincoln MKX, already reaching dealerships.

“Lincoln is going to become a world-class brand” that will take on the best from Japan and Europe as well as Cadillac, said Bokich, so the company is telling its dealers that they have to move in a new direction.

“We don’t have a target list,” said Bokich, who explained that it’s a matter of who’s willing to follow the brand upmarket. “At the end of the day, dealers need to make a choice whether they’re willing to invest in the brand.”

Dealers will be meeting with factory reps in the next several months, and any decisions are to be made in the first half of 2011.

[LA Times; Ford Motor Co]

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Ford has created a test drive like no other to kick-start the launch of the next-generation Ford Focus. The company is inviting digital influencers – established and aspiring alike – to participate in the inaugural global test drive of the next-generation Ford Focus. Winners will be among the first in the world to drive the all-new Focus ahead of its arrival in European and North American dealerships in early 2011 – and raise money for their favorite charities in the process.

The Focus Global Test Drive – Start More Than a Car program is another concrete example of the ongoing commitment by Ford to involve customers in the product development process and encourages them to tell the Ford story.

Beginning shortly after the 2010 Paris Motor, test-drive applications will be accepted to attend this first-of-its-kind event via Facebook on the Global Drive tab.

“The Global Test Drive gives us an opportunity to reach out to consumers around the world and involve them in the launch of our new Focus while giving to their local charity,” said Jim Farley, Group Vice President, Global Marketing, Sales and Service. “We’ve learned through our previous social media initiatives that turning the brand over to consumers early on helps build awareness and interest in the product.”

Applicants will be asked to submit a video clip to the Focus Facebook page explaining why they should be selected to participate in the event and how they might “Start Something More” with a charitable cause in their community with a donation from Ford.

Each driver will be awarded the local-market equivalent of $10,000 (USD) for a charitable cause, with up to $500,000 (USD) in total contributions around the world.

Participants will be chosen based on a combination of their reach in social networks, content creation skills and volume of “likes” generated, among other factors. Ford also will invite established bloggers and online influencers.

The Focus Global Test Drive event will be held in early 2011 in southern Europe. Behind-the-wheel activities will be designed to give the participants an early yet comprehensive look at the next new car from Ford in fun and unusual ways. Participants will be asked to capture and document their experiences for sharing within their individual social network spheres.

Click here to visit the Ford Focus Facebook page and see more details.

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Meet the all-new 2011 Lincoln MKZ Hybrid – the most fuel-efficient luxury car in America.* It features 39 combined mpg.** The front-wheel-drive 2011 Lincoln MKZ Hybrid is also, on average, more than 50 percent more fuel-efficient than other luxury cars.* On top of that, the 2011 Lincoln MKZ Hybrid delivers over 700 city miles on a single tank of gas.**

Lincoln has always been synonymous with luxury. In fact, the 2011 Lincoln MKZ Hybrid has more standard luxury.† Features include the SYNC® voice-activated communications and entertainment system,†† walnut swirl or olive ash wood trim and Bridge of Weir leather-trimmed seating. This leather employs a chromium-free tanning process and can be recycled at the end of its life. And the wood trim comes from forests that are managed to strict environmental, social and economic standards.

The 2011 Lincoln MKZ features the standard dual-LCD SmartGauge™ with EcoGuide that provides feedback on fuel efficiency and your driving performance. It has a full-color display with leaves that appear or fade in real time based on short-term driving efficiency. As your driving becomes more efficient over the long term, flower blossoms appear in the display.

Smart, efficient, luxurious. Learn more about the 2011 Lincoln MKZ Hybrid

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