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Lincoln dealers frustrated over slow MKZ production ramp-up

Lincoln has clearly been working hard to get the word out about its 2013 MKZ sedan. The Dearborn automaker has taken out lavish spreads to trumpet its boldly styled new model in magazines of every description, along with placing commercials for both the vehicle and the reborn brand behind it on all manner of television programs, including the super-costly Super Bowl earlier this month.
Pity, then, that Lincoln dealers don't have enough MKZs to sell. According to The Detroit News, parent company Ford has spent a good portion of its time at this week's National Automobile Dealers Association meeting in Florida attempting to pacify upset dealers who don't have enough examples of the pivotal new vehicle in stock.
As the DetNews notes, Lincoln only sold 453 MKZs last month, a whopping 73-percent decrease over the same period last year when the sedan's predecessor was on sale. In fact, the stunted supply had enough impact that Lincoln's January figures worked out to a 32-year low for the brand, just as it's trying to get back on its feet. This, despite the fact that the MKZ is said to have the biggest number of pre-orders in the marque's history.

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.

Report: Lincoln getting all of Mercury's ad dollars

Now that the curtain has closed on Mercury, Ford Motor Company will redirect all of its marketing dollars for the oft-overlooked brand to the Blue Oval's luxury outpost, Lincoln. In speaking to Automotive News, the chairman of the Lincoln National Dealer Council, Bob Tasca, Jr., said, "You'll see a lot stronger presence in the advertising of Lincoln in 2011."
Lincoln spokesperson Christian Bokich reminded AN that the automaker is "preparing the way for seven new or significantly refreshed vehicles" that will be launched over the next four years, and the largest ad blitz in 2011 will focus on the refreshed MKX crossover, as well as the MKZ sedan and its hybrid counterpart. Following that, Lincoln has plans to launch a completely overhauled version of its Navigator SUV, an all-new C-segment vehicle and the overhauled 2013 MKZ, which Tasca says will be "strikingly different from its Ford Fusion sibling."
[Source: Automotive News - sub. req. | Image: John Neff/Autoblog/AOL]Read | Permalink | Email this | Comments