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McConaughey stars in new round of Lincoln ads

Matthew McConaughey's ruminative commercial work with the Lincoln MKC, MKZ, and MKZ Hybrid showed us a side of Lincoln we didn't know existed, and a bunch of spoofs made us laugh about it. Most importantly, though, the partnership worked, leading to a double-digit increase in sales and millions of hits in brand exposure. That's why the actor and the automaker are back together, McConaughey scheduled to return in a new commercial campaign launching September 2 for the 2016 Lincoln MKX. He'll give up the air of cosmopolitan sage, because these ads "dial up the swagger factor" according to Lincoln's group marketing manager John Emmert. Introduced earlier this year at the Detroit Motor Show, the brand put a lot of work into the all-new model, said to be "much improved in how it rides, steers, brakes and looks," offering a more powerful engine, and at least 36 new features including adaptive lighting. Ford's first production implementation of adaptive steering, and Harman's first automobile application of Revel audio will bow with the mid-sized crossover. On top of all that, it's also got that lower price. Emmert said the McConaughey ads will point out "the technology and the beauty of the vehicle." Lincoln will buy time during NFL games as part of the campaign. We have no doubt the anticipation from YouTube and a few celebrity rascals is already high. Related Video:

2022 Lincoln Navigator priced at just $5 more than last year

The 2022 Lincoln Navigator still isn't listed on the Lincoln site at the time of writing, but Ford Authority says it has a price — one you'll not be surprised to hear is higher than that of the 2021 Navigator. The 2022 Navigator Standard sets the baseline with an MSRP of $76,710, or $78,405 with destination, a trifle of an up-charge at just $5 more than last year's trim. After that, premiums for the tech and feature updates given to the new Navigator climb quickly except in the case of the lengthened Standard L in rear-wheel-drive guise. That trim comes down by $200 on its MSRP, going up overall by $200 because of the updated destination fee, totaling $81,400.    2022 Navigator prices and their differences from last year are: Standard: $78,405 ($5) Standard L: $81,400 ($200) Reserve: $89,100 ($4,955) Reserve L: $91,770 ($4,760) Standard 4WD: $81,405 ($735) Standard L 4WD: $84,400 ($530) Reserve 4WD: $91,440 ($1,760) Reserve L 4WD: $94,465 ($4,785) Black Label 4WD: $104,675 ($4,725) Black Label L 4WD: $107,720 ($4,570) All Navigators will benefit from Lincoln Enhance, the brand name for Lincoln's over-the-air software update capability, and the improved Amazon Alexa integration that can respond to more natural language. The substantial rises on the Reserve and Black Label trims pay for ActiveGlide and CoPilot360 2.0. ActiveGlide is the advanced driver assistance tech that allows hands-free highway driving if the right conditions are met (it's known as BlueCruise on Fords). Using adaptive cruise control with stop-and-go capability, lane centering and traffic sign recognition, the system can be activated on more than 130,000 miles of divided highways in North America. To help ensure hands-free doesn't turn into attention-free, ActiveGlide monitors the driverÂ’s head and eye positions with a driver-facing camera. Lincoln Co-Pilot360 2.0 bundles more ADAS like forward collision warning, pedestrian detection, and dynamic brake support, and for 2022 adds Intersection Assist and Active Sense Park Assist 2.0. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Farley says Lincoln learnings in China could influence brand in US

Automotive News reports Lincoln is looking to Chinese luxury shoppers for customer service ideas. Those notions may eventually make their way back to the US in the form of new dealership training. Jim Farley, the executive vice president of global marketing for Ford, tells Automotive News, "In many ways, China will be a listening post for Lincoln in the United States. Soon China will be the largest luxury market in the world." Farley also said that in China, the Lincoln brand is currently where Lexus was when the Japanese brand first landed in the US.
Lincoln is slated to open its first Chinese dealerships in 2014. The brand is largely unknown in Asia, and Lincoln representatives have been visiting other luxury dealers in China for an idea of what buyers there expect. Lincoln has also studied non-automotive luxury shopping, paying special attention to high-end retail branding.
Of course, this whole song and dance feels awfully familiar. Lincoln has focused heavily on remaking the brand and recrafting its marketing here in the States, thus far without sufficient product to back the play. Lincoln is already late to the China game, and without the necessary products to lure buyers away from established bodies like Buick and Cadillac, Lincoln may be doomed to repeat its fate here in the US.