What was Fords luxury division called?
The Ford Motor Company's luxury division was called Lincoln. Ford acquired the Lincoln Motor Company in 1922 and positioned Lincoln as the automaker's premium brand, a status it has maintained for decades.
Origins of Ford's Luxury Division
The Lincoln name originated with an independent luxury automaker founded by Henry M. Leland in 1917. Ford Motor Company purchased Lincoln in 1922 for about $8 million, establishing it as Ford's official luxury division. The choice of the name Lincoln was deliberate, drawing on the legacy of Abraham Lincoln to convey prestige and quality.
Key milestones in the transition from an independent marque to Ford's luxury division help illustrate how Lincoln became synonymous with premium automobiles within the Ford lineup.
Before we review those milestones, note that Lincoln's branding has long emphasized comfort, craftsmanship, and a quiet, refined ride—qualities associated with luxury vehicles rather than mass-market models.
Key milestones in Lincoln's development as Ford's luxury division:
- 1917: The Lincoln Motor Company is founded by Henry M. Leland to produce luxury automobiles.
- 1922: Ford Motor Company acquires Lincoln, making it Ford's official luxury division (the purchase ran around $8 million).
- Brand positioning: Lincoln has long marketed itself as a premium alternative to Ford's mainstream models, emphasizing comfort, craftsmanship, and refined performance.
These milestones illustrate how Lincoln evolved from an independent marque into Ford's primary luxury division.
Lincoln as Ford's Luxury Arm Today
Today, Lincoln remains Ford's luxury division, continuing to differentiate its models through design language, interior refinement, and advanced comfort features. The brand has focused on SUV lineups such as the Navigator, Aviator, Corsair, and Nautilus, as well as continuing sedans for a segment of the market that values premium craftsmanship and a quiet ride. Lincoln's ongoing evolution reflects Ford's broader strategy to offer a distinct premium experience separate from its mass-market lineup.
Branding and Naming
The Lincoln name, drawn from President Abraham Lincoln, reinforces a heritage of leadership and prestige in the luxury segment. This branding has helped Lincoln carve out a unique identity within the broader Ford family.
Summary
Ford's luxury division has been known as Lincoln since the 1922 acquisition of the Lincoln Motor Company. Founded in 1917 by Henry M. Leland, Lincoln was positioned as Ford's premium brand and has continued to symbolize luxury, refinement, and quiet performance within Ford's broader portfolio. Over the years, Lincoln has evolved with the market, maintaining a distinct identity from Ford's mainstream lineup while remaining a key pillar of the automaker's strategy to offer premium experiences.
