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Auto blog

MKC Concept is the real fresh start for Lincoln [w/poll]

We were admittedly bullish about the Lincoln MKC Concept when we introduced it to you yesterday, as we were taken aback by how cohesive the C-platform crossover is in the metal. As it turns out, so were you, dear reader. With hundreds of comments booked on our original Deep Dive story, the overwhelming temperature of the Autoblog Commenteriat is one of surprise and delight - quite an accomplishment for a marque that many had written off for dead. The reception here under the bright lights of the Detroit Auto Show appears to be no less positive, but we thought you might want a second, closer look afforded by these live photos.
Lincoln remains mum on production MKC drivetrain specifics (we're thinking it will start with the 2.0-liter EcoBoost four-cylinder out of its similarly sized Ford Escape relative, or maybe the midlevel 1.6-liter), but we shouldn't have to wait too long. The showcar is expected to closely mirror the production model (due as early as later this year), so much so that Ford global marketing boss Jim Farley explicitly told the press conference masses, "When you see the MKC, do not think concept." That's good news, as the MKC is pivotal to Lincoln's effort to rebuild awareness and consideration on the back of its MKZ sedan, a model just now going on sale. In fact, with the small crossover segment exploding, the MKC could very well turn out to be more important to the brand than the MKZ.
After seeing these new photos, are you more or less enamored with Lincoln's new concept? Leave a comment after voting in our poll below.

Lincoln takes to the Super Bowl with Twitter schizophrenia

Lincoln has officially pulled off the wraps on its ad for this year's Super Bowl. As you may recall, the company invited people to send in their tweets to help craft the spot's story line with Jimmy Fallon in the director's chair. The company chose five tweets and ran with them, and the result is, well, about as focused as your average online comment thread. We do get plenty of shots of the all-new Lincoln MKZ, as well as at least one comment on the interior leather's suppleness.
Do we learn a single thing about the brand's new honey? Nope. But there's a turtle crossing, a band of bikers, a German farming student and herd of alpacas. Mostly, the ad just makes us tired. You can check out the full spot before it airs during the big game by watching it below. We'll be busy preparing for the alpacalypse.
AOL Autos' associate editor Peter Bigelow went deeper in his criticism. Have a read: Lincoln's Super Bowl Ad is A Flop.

Lincoln prepping MKZ re-launch?

Launching an all-new car is no easy task. Case in point is the 2013 Lincoln MKZ, introduced with the fanfare of a major nationwide marketing campaign, including expensive Super Bowl ads, just as Ford was curbing production over potential quality issues. The resulting mess was nothing short of a nightmare for any automaker - customers visiting dealerships looking for cars that hadn't been delivered yet. Disappointed buyers walked out of Lincoln retailers without new keys in their hands, or switched to a competing brand to fill empty spaces in their driveways.
The impact was painful, as Lincoln's sales in January and February of this year were among the lowest it has recorded in more than a quarter century. Even though March looked a bit brighter, with the supply crisis reportedly over (there are 3,000 units in transit and production is approaching 200 units per day) the automaker is reportedly studying the feasibility of giving its pivotal MKZ the launch it originally deserved.
According to TheDetroitBureau.com, putting the MKZ back on consumer's radar could cost Ford tens of millions of dollars, but that kind of investment may be warranted if potential buyers have forgotten about the new model... or worse, if they have forgotten about Lincoln.