Today’s topic of discussion is luxury car brands that are fighting to stay relevant. Unfortunately, there are a number of brands that fall into that category. There’s Lotus, maker of the Evora, a “2+2,” yet manages to be uncomfortable for everyone involved. There’s Aston Martin, a company learning the risks of using the same platform for the last ten years and of using Chinese “plastic.” And there’s Acura, all of whose vehicles scream “entry-luxury” and whose salesmen scream “Don’t forget us! We’re going to have a new NSX in five years or so!”
But I’m going to concentrate on Lincoln because they clearly have no idea what on earth their purpose is and who they’re competing with, which readers will find interesting since they’ve compared the MKZ with cars like a Lexus ES and Cadillac CTS. That and Acura narrowly missed being the subject of this piece since I’m still trying to make sense of their peculiar TLX presentation at the Detroit Auto Show.