Case Summary Lincoln launched new luxury truck called Lincoln Blackwood. It seemed like a good idea. However, the actual product did not pan out. The Lincoln Blackwood was only produced from 2001-2002 with only 3,356 models every produced. The Lincoln Blackwood was just too expensive and didn't have the versatility that a truck needed in order to be able to sell at such a high price. As well as at the same time the Lincoln Blackwood was produced, the Cadillac Escalade EXT came out. Which was a like style vehicle, that was offered around five thousand less dollars than the Blackwood. But boosted more utility than what was offered with the Blackwood. To keep it simple the Cadillac Escalade EXT was more an actual truck and the Blackwood took more resemblance in utility to a sedan.

3. How would you define Lincoln's business? detailed answer