What are Fords luxury car brands?
Ford's luxury branding today centers on Lincoln. Historically, Ford managed a broader luxury portfolio through the Premier Automotive Group, which included Aston Martin, Jaguar, Land Rover, and Volvo; those brands are now independently owned or operated and no longer under Ford.
Current luxury brand: Lincoln
Lincoln is Ford's sole premium marquee, positioned as a distinct upscale brand within the Ford Motor Company. It emphasizes quiet interiors, smooth rides, and a growing SUV lineup as it expands beyond North America into select markets worldwide.
Historical context: the Premier Automotive Group
The Premier Automotive Group (PAG) represented Ford's attempt in the late 1990s and 2000s to compete with established luxury makers. At its height it encompassed several high-end brands under one umbrella, but Ford later divested these brands and they now operate outside Ford's control.
Below is a brief look at the brands that were part of PAG and what happened to them.
- Aston Martin — part of PAG; Ford's direct ownership ended in the early 2010s; the brand is now independent.
- Jaguar — part of PAG; sold to Tata Motors in 2008; Jaguar Land Rover (JLR) continues as a Tata-controlled entity.
- Land Rover — part of PAG; sold to Tata Motors in 2008; now part of Jaguar Land Rover under Tata ownership.
- Volvo Cars — part of PAG; sold to Geely in 2010; Volvo Cars operates under Geely’s ownership.
In the wake of these divestitures, Ford re-centered its luxury strategy around Lincoln, while the former PAG brands pursued separate paths under new owners or as independent companies.
Implications for consumers and the market
The consolidation means Lincoln remains Ford's only dedicated luxury badge, while the other brands formerly in PAG are outside Ford's corporate structure, affecting product strategy, engineering collaboration, and cross-brand synergies.
For readers curious about the future, Ford has continued to invest in Lincoln's growth and electrification across its lineup, while leaving the high-end brands under different owners or independent management.
Summary
Today, Ford's luxury footprint centers on Lincoln as the sole ongoing premium brand. Historically, Ford managed a broader luxury portfolio through the Premier Automotive Group, which included Aston Martin, Jaguar, Land Rover, and Volvo; those brands have since departed Ford's control and are now owned or operated by other groups. Lincoln remains the only current, under-Ford luxury badge.
