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Lincoln hopes month-by-month leasing will woo luxury clients

Lincoln is launching a new subscription-based service that will allow customers to lease any of its vehicles on a month-by-month basis as part of a new suite of services aimed at offering flexibility and converting buyers. The luxury brand has also been operating a pilot program in which dealers bring Lincoln vehicles to consumers' homes for them to test drive on their own time — and sometimes even complete the entire sales process at their homes. Lincoln also announced on the heels of the L.A. Auto Show a new collaboration with Clear, a company that provides expedited screening at security gates at airports and sports arenas, plus an expansion of its Lincoln Personal Driver service, formerly known as Lincoln Chauffeur, to Dallas. Kumar Galhotra, Lincoln's president, said the company is trying to create a brand experience for consumers that is warm, human and effortless, and that the new services are based on consumer research that equates time with luxury. "We take this philosophy of warm, human and effortless, and we really embed it" in the vehicles and ownership experience, he said. Lincoln plans to launch its vehicle subscription service early next year, likely in "a couple California cities," Galhotra said, that allows consumers to lease any Lincoln vehicle on a monthly basis. While Lincoln did not announce pricing, the program is based on Ford Credit's Canvas program, which offers monthly subscriptions to pre-owned Ford vehicles and come with insurance, maintenance and warranty coverage. The service is so far offered only in the Bay Area and parts of Los Angeles. The service appears to be similar to the $1,500-a-month Book by Cadillac service and Care by Volvo. Robert Parker, Lincoln's global director of marketing, sales and service, said the service will allow consumers the option of upgrading to larger-size vehicles without being locked into a traditional two-year lease. "We acknowledge the fact that we are a challenger brand. We're not at the scale of the Germans," Parker said. "We certainly aspire to continue to grow, that's not our No. 1 focus.

2020 Lincoln Corsair spied inside and out, ready to replace the MKC

Last year we were told the Lincoln MKC crossover would be renamed the Lincoln Corsair for the 2020 model year. A full exterior and interior redesign is on its way to go with the name change, one we get to see up close and personal here. We were led to believe that the Corsair would take its design cues from the handsome three-row Aviator SUV. That sentiment rings true for the exterior and interior as we take a look at these first spy shots of the smallest Lincoln crossover. The silhouette of the Corsair is near spot-on that of the Aviator's — it's smaller in every way, but styling elements like the grille, taillights, tapered rear window and overhanging spoiler all scream Aviator. Even the wheels look ripped straight from a lower-spec Aviator. We think that's great, because the Aviator is one hell of a looker now that all the camouflage has been stripped off it. Lincoln is bringing its new interior styling to the small crossover too, it appears. The shots we get to see here show that this won't even come close to resembling its redesigned Escape sibling on the inside. Instead, we're feeling Navigator and Aviator vibes all over. The big screen perched on top, chrome everywhere and classy appearance is reassuring; any concern over seeing a Lincoln version of a Ford on the inside should be wiped away with these photos. This interior looks like it's ready for the showroom floor, too. We're thinking you'll likely be able to buy one before the year is done. A report earlier this week shed some light on possible powertrain options we could see on this crossover related to the Ford Escape. A 2.0-liter Ecoboost engine is likely to be the base option, while the 2.3-liter Ecoboost will remain as an upgrade. The possibility of a plug-in hybrid version looms, though. With the Lincoln Aviator going that route, an electrified option for the smaller crossover could prove appealing for some buyers not wanting to pony up for the big Aviator. A reveal for this crossover should be coming soon at this rate, possibly even at the N.Y. Auto Show in April this year. Related video:

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.