By Staff writer
Alex Schaeffer is appointed as head of Middle East unit to drive relaunch of luxury brand in GCC region
Lincoln, a division of Ford, has announced the appointment of former Ford executive Alex Schaeffer as head of Lincoln Middle East to drive the relaunch of the luxury brand in the GCC region.
Schaeffer will be based in the company's Middle East headquarters in Dubai, a statement said.
Schaeffer will be responsible for the continuous development of the Lincoln brand throughout the region, ensuring alignment with the global Lincoln Motor Company strategy.
The former Ford Middle East national sales manager for Saudi Arabia and US brand director for Lincoln Black Label will focus on expanding the brand's global achievements and localise them for the Middle East market.
"While we will certainly build upon the work that has been done in our near 100-year history, we will be expediting the rate at which we move forward in our region," said Schaeffer.
"Other luxury brands talk about the machine. Lincoln is different. For us, it's about what our vehicles do for the people inside them," he added.
"Luxury car buyers in this region demand a high-level of reliability and performance paired with unprecedented styling. We're confident that our products, paired with Lincoln's unparalleled level of service, will grow the Lincoln brand into one of the top automotive brands in the region."
The Lincoln line-up available in the GCC region comprises six vehicles in six segments - the MKZ mid-size sedan, the MKS full-size sedan, the MKC compact SUV, the MKX mid-size crossover, MKT full-size crossover and the Navigator full-size SUV.