Race for the White House: Lincoln vs Cadillac

Over the last 100 years Lincoln and Cadillac have competed for visibility and prestige by providing the Presidential State Cars to the White House. There was never an official or unofficial prize given to the manufacturer chosen to deliver the presidential state car; there was never something like the “Blue Riband”, in the old days, for the fastest passenger liner crossing the Atlantic Ocean. However, the manufacturer of the presidential state car won many accolades and entered the public perception as a symbol, a builder of presidential cars.

 
 

Traditionally, Lincoln provided cars to the White House before the Reagan administration, but Cadillac has taken over recently and the U.S. presidents have been driven around in Cadillacs for the last eight out of nine administrations. The only return to Lincolns during this timeframe took place during George Herbert Walker Bush's sole term in office.
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In spite of this long absence from the White House, Lincoln is still associated with movie stars and presidents. Especially the Chinese customers hold the Lincoln brand in very high regard. The reason Lincoln is seen more synonymous with presidential limos than Cadillac, even today, two decades after delivering its last presidential car, might be the connections experienced throughout the US history to iconic people and events, such as FDR and JFK - more so than Cadillac. The limo driving President John F. Kennedy when he was assassinated was a Lincoln Continental, and as sad as the moment was, or especially because of that, both the President and the car will be forever entrenched into the nation’s consciousness.

 

If we came up with a score of winning the White House, for Lincoln versus Cadillac, the first would dominate the beginnings and the last would dominate the recent periods. That score is getting tighter, 8-6 since 2018, and Lincoln is slowly losing its lead. All that historical memory and goodwill might disappear if not bolstered.

​Lincoln’s comeback is well underway and pretty successful. They are not where they want to be yet, but the determination and the will is there. However, it should be given a more serious consideration to getting back the White House. Every time the bid requirements for a new presidential limousine are announced, Lincoln Motor should sign up and compete for the job. Because, this is who Lincoln is, this is Lincoln’s DNA and should not be taken lightly. The path of Lincoln’s turnaround is definitely going through China. But Lincoln’s turnaround would not be completed without taking back the White House. The day when that happens will be a big day, a great reason to celebrate.
 
And, probably both Lincoln and Cadillac would benefit from reigniting this old rivalry.
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