Jun 20, 2011
Ford Motor Co. (NYSE:F) is spending $1 billion to revamp the struggling Lincoln brand. Ford is developing a new generation of vehicles that will be introduced over the next four years.
The Wall Street Journal said Monday that the automaker is working on seven new and upgraded vehicles. Ford also hopes to reposition the Lincoln brand as a cross between BMW and Lexus vehicles. Ford's president of the Americas, Mark Fields, stated two weeks ago that the effort is the last chance to re-establish Lincoln as a leading competitor in luxury cars.
Lincoln sold 85,838 cars and light trucks in 2010. Ford Executives said sales are likely to fall to 78,000 this year. With the seven new models, sales are expected to lift to 162,000 in 2015.
Ford Motor has a potential upside of 55.9% based on a current price of $12.77 and an average consensus analyst price target of $19.91.
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