When Ford CEO Alan Mulally joined me on "Squawk Box" Friday for an extended conversation about where the Blue Oval is today and where it's headed, he didn't shy away from proclaiming the Lincoln brand must provide a true world class experience for buyers.
Mulally's said this before and he'll say again. But it was clear from talking with him that he not only knows just what Lincoln has to do but the reason why thinks it will eventually get there.
First, Mulally is aware Lincoln is trailing its competition. It's the #7 luxury brand in terms of sales this year.
When I told him that I've talked many in the industry who scoff at the idea of Lincoln becoming every bit as competitive as Lexus and BMW, Mulally gave me his trademark smile that masks what he's truly thinking: Just you wait and see what we're going to build with Lincoln. Using technology and continued refinement in styling and interiors, Mulally expects Lincoln to continue improving.