Lincoln is positioning itself as luxury for the blue-jeans set. Lincoln's American luxury theme will appeal to those who have fulfilled the American dream by working hard, said Anne Stevens, Ford Motor Co.'s COO of the Americas. Lincoln vehicles will be elegant, she said, but not "ostentatious" or "gauche."
She described a likely Lincoln customer as an entrepreneur who had started an eBay-based sales company and doubled his or her former income. That type of person wants to buy American cars, she said.
Ford Motor COO Jim Padilla said he expects Lincoln sales to increase in 2006 because of new products. He wouldn't project volume.