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Ford's Jim Farley hints at Lincoln sales rebound

If you're a fan of Lincoln, get ready for "a really great story" come May 1. That's how Ford marketing boss Jim Farley, in a call with analysts, characterized the coming April sales report for the MKZ. At the moment, there are probably few things that the executive VP could want more than a happy ending for the ballyhooed sedan that has made people cry boo-hoo for the past six months.
The massive glass roof of the MKZ is trying to support a burden that would make Atlas tap out, and it hasn't shattered, but it has shown a few cracks. The car we called "a big step in the right direction," the embodiment of the reinvention of the brand and a test of Lincoln's commitment to a new rear-wheel drive offering was given an $8-million dollar Super Bowl ad spend earlier this year, then quality control issues during its assembly scuttled deliveries. Lincoln got over that and kept up the ad blitz, now it just wants the good work to take hold.
If Farley's not leading us on, April could be the month. He said the results (so far) show "the product is being very well-received," inventory is finally where it should be and the MKZ Hybrid is doing better than expected. It bears noting that Lincoln is offering some aggressive incentive programs at the moment, including 0.9-percent APR and $1,000 off for conquest buyers stepping out of competitors' vehicles.

Lincoln debuts MKC ads starring Matthew McConaughey

Lincoln is making the decisive commitment that it wants to improve its brand perception going forward. It can't be cheap to hire A-list talent like Academy Award-winning actor Matthew McConaughey and director Nicolas Winding Refn, best known for Drive, for its new ad campaign for the 2015 MKC crossover, but the company is showing that it's serious about the new vehicle and its future. The first three of these five commercials are just hitting YouTube, and they begin airing on television on September 6.
The Live in Your Moment campaign is all about Lincoln trying to sell not just the MKC to customers but also explain the brand's philosophy. It's one of the oldest luxury automakers around, but hasn't exactly had a glorious history, especially recently. Based on these first ads, we can see that there's a definite focus on philosophizing rather than focusing on the crossover. At times, McConaughey seems just a mustache and a mangled beer can away from reprising his role from True Detective.
The first ad (above) is simply titled Intro and sets the mood and concept for the whole campaign. Bull has McConaughey talking to a longhorn in the middle of a road, and I Just Like It has him explaining his affinity for the brand. Lincoln's full release is available below, and you can view the other ads by flipping through the playlist in the video player above.

Lincoln needs a farewell address, not a new marketing plan

The trouble with Ford's Lincoln brand is that no one cares about it any more.
Not long after I heard that Mark LaNeve, chief operating officer of Ford agency Team Detroit, was moving to take over direct operations of the New York ad agency Hudson Rouge for Lincoln, I heard that JCPenney CEO Ron Johnson was ousted. The two events are connected.