The first step is admitting that the benefits of owning a car in places like New York are typically outweighed by the downsides of parking and traffic. Any premium brand that wants to succeed in an urban environment has to recognize that offering access to mobility without the struggles of car ownership is the way forward. Imagine if, rather than buying a new CT6 or Continental, New Yorkers could be offered a subscription service to the brand they most favor, which would allow them to drive any vehicle made by that brand. Want a sedan to transport business clients on a weekday? Order it on an app. Want a sports convertible to take up the coast with a special someone on the weekend? A touch of the smartphone should be all it takes.
Not only would this approach woo increasingly well-off but car-averse city dwellers, but it would also show that these brands can truly remake themselves for a new era. More important, it would prepare these brands for the ultimate revolution in the automotive experience: autonomous drive technology. If Lincoln and Cadillac can get out in front of the radical democratization of chauffeurs, they will have successfully exploited the last remaining opportunity to set their brands apart.