Reuters: Ford to spend a ton saving Lincoln

Ford Motor is reversing course, planning to dump at least $5 billion into saving its foundering Lincoln luxury brand. It will replace or renew every Lincoln model in the next five years.

That's the heart of an exclusive report by the Reuters news agency detailing aggressive plans to resuscitate Lincoln.

In a conference call with Wall Street analysts in September, Ford said it would put $2.5 billion into the brand, which hasn't caught fire despite a menu of new models. Friday, Ford CFO Bob Shanks said that didn't include nearly all the total, because it excludes engineering and some sales-related expenses.

Previous Ford CEO Alan Mulally wasn't keen on Lincoln spending, but new CEO Mark Fields wants to save the brand and make it prosper.

According to the exclusive Reuters report:

•Ford namesake Chairman Bill Ford has renewed his backing for a revived Lincoln, approving a multi-year, multi-billion-dollar Lincoln overhaul outlined by Fields.

The investment will include developing a big, new vehicle platform unique to Lincoln, meant to give the brand a chance to challenge the top BMW and Mercedes-Benz models.

"It's really important for us to have a relevant and vibrant luxury brand," Fields told Reuters on Friday. "You need to make the investment and build this brand over time."

•The high-end chassis will accommodate front-, rear- and all-wheel drive systems. Though aimed at Lincoln, Ford eventually will get a version, too.

The flexible architecture of what's called the D6 will provide the mechanical base for a wide variety of sedans and crossovers starting in 2019, all designed to give Lincoln more differentiation from its Ford-branded siblings, as well as a stronger foundation on which to build more competitive luxury models to pit against the sector leaders.

•Before the first of the new D6-based models arrive, Lincoln will update most of its existing products, starting with a redesigned MKX midsize crossover in spring 2015 and a replacement for the MKS large sedan in spring 2016.

The latter model will include a long-wheelbase version with more room inside for Chinese customers.

•The Navigator fullsize utility vehicle gets an overhaul in autumn 2017, when it will share a version of the new Ford F-150 chassis and will get aluminum body panels pioneered by the 2015 F-150.

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