Lincoln Mark Series Mark Iv on 2040-cars

Auto blog

Why the 2015 Lincoln MKC is 'holding some powder'

Earlier this month in our first drive of the 2015 MKC, we told you that Lincoln finally had a new vehicle in its arsenal worth crowing about. So with the compact premium crossover now finding its way into dealers, why aren't you seeing its likeness plastered on billboards and barraging you on television? It's because Lincoln is "holding some powder."
Those are the words of Lincoln's global director, Matt VanDyke, who tells Autoblog that the company is holstering some of its marketing guns because it's keen to avoid repeating the ill-timed efforts that blighted its last rollout, the MKZ. That vehicle's launch early last year was beset by various delays related to manufacturing and quality. The cadence issue was so dire that by the time the model reached showrooms in volume, Lincoln had already blown most of its budget on things like Super Bowl ads that ran weeks or even months before customers could check one out in person. It was a particularly trying series of events for parent Ford because the MKZ and its oversized marketing spend were charged with relaunching the Lincoln brand to the public.
Keen to avoid repeating the same timing issue and mindful of consumers' habits at this time of year, Lincoln is taking a different strategy with the MKC. According to VanDyke, "What we don't want to do is try and fight the summertime - people using television being down, and other mass media when school's out. New television shows aren't on." Of course, that doesn't mean Lincoln is sitting idle. VanDyke says, "By no means are we quiet during the next 90 days. This year, we're going to really spend the next 60 to 90 days using digital and social media, in-theater advertising and the like, and once we have full availability at dealerships, we'll really ramp up the advertising later on in the summer." Part of that early media effort includes immersive digital marketing like Lincoln's clever Dream Rides web experience.

2017 Lincoln Continental reimagined as a coupe

If nothing else, the production version of the Lincoln Continental has provided ample water-cooler fodder around the office. There are a few camps: the "it took guts to build it" folks giving credit where due on a handsome design with an ambitious interior, and the "MKZ misstep" group haranguing the Motor Company for blowing fancy new styling cues on a lesser beast. And yet, unifying forces exist. We can all agree that these artist renders depicting a Continental sans a pair of doors present a captivating notion. Back in 1939, the original Continental was a two-door. Over time, four doors of various types, including convertibles, infiltrated the lineup. The last time the Continental was on sale, it was a four-door front-driver based on the platform shared with the Mercury Sable and Ford Taurus. Even though the new production Continental, like that penultimate one, is based on a front-drive platform, the execution is much different. As you probably already know, it features a so-far unique 400-horsepower 3.0-liter V6 and an advanced torque-vectoring AWD system, standard. Some neat concept car touches, like the fancy door handles and patented 30-way adjustable seats, made it in. What a two-door would bring to the table is mainly stylistic, emphasizing the long parallel character line in the door with brightwork running under the window that's echoed in the lower door sculpting and chrome strip. It accentuates the car's length, and calls attention to the trim taillights and their interconnecting bar element. A longer door makes for a more elegant transition into the C-pillar. It makes the production Continental, with its blacked-out but still obviously chunky B-pillar, look fussy. We don't expect Lincoln to build a coupe – that may be too wild for a company that doesn't seem completely comfortable with the notion of reinvention – but these renders were just too good not to share. Let us know what you think in the comments below. Related Video:

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.