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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.

Autoblog Podcast #414

Episode #414 of the Autoblog Podcast is here, and this week, Dan Roth, Steven Ewing, and Seyth Miersma discuss the new 2015 Shelby GT and go over the finer points of Elon Musk's recent speech during the Detroit Auto Show. Of course, the podcast starts with what's in the garage and finishes up with some of your questions, and for those of you who hung with us live on our UStream channel, thanks for taking the time. Check out the rundown with times for topics, and you can follow along down below with our Q&A. Thanks for listening! Autoblog Podcast #414 Topics 2015 Shelby GT Elon Musk speech in Detroit In The Autoblog Garage 2015 Lexus LX 570 2015 Dodge Charger Pursuit 2015 Toyota Prius C 2015 Lincoln Navigator Hosts: Dan Roth, Steven Ewing, Seyth Miersma Runtime: 01:17:58 Rundown Intro and Garage - 00:00 2015 Shelby GT – 32:41 Elon Musk – 41:33 Q&A - 54:48 Get The Podcast UStream – Listen live on Mondays at 10 PM Eastern at UStream iTunes – Subscribe to the Autoblog Podcast in iTunes RSS – Add the Autoblog Podcast feed to your RSS aggregator MP3 – Download the MP3 directly Feedback Email – Podcast at Autoblog dot com Review the show in iTunes Podcasts Dodge Lexus Lincoln Toyota toyota prius c shelby lincoln navigator lexus lx

2023 Lincoln Aviator gets a few small changes, small price bumps

The 2023 Lincoln Aviator Lincoln makes a few small changes to its offer, as related by Ford Authority. On the feature side, the 12-way Comfort Front Seats for driver and passenger are gone. The bottom three trims, Standard, Reserve and Grand Touring all come with a 10-way Comfort Front Seat for the driver and an eight-way throne for the passenger. The Black Label and Grand Touring continue with their 30-way Perfect Position front seats. Outside, the Bronze Smoke Metallic and Burgundy Velvet Metallic colors depart the exterior palette, replaced by Diamond Red Metallic Tinted Clearcoat and Jewel Sandstone. The Jet Package expands availability to the base Reserve trim, no longer requiring the Reserve I package, and to the Black Label, which didn't offer it before. The package full of black trim pieces and wheels hasn't changed from when Lincoln introduced it a year ago, including bits like a solid black grille and surround, black door spears and mirror caps, and 22-inch black aluminum wheels. A similar package exclusively for the Black Label trims is called the Black Label Special Edition Package. It makes the same changes as the Jet Package while also painting the roof black. Finally, the Illumination Package for the Grand Touring PHEV adds fog lights for 2023. Prices for the 2023 model year after the $1,195 destination charge are up a little over the sums we noted when the 2022 model year debuted. Remember, however, that 2022 pricing went down on all but one trim by anywhere from $5 to $1,085. The new MSRPs are in line with model year premiums we're used to seeing from a time before industrial upheaval. The figures and their differences from 2022 are: Standard: $54,535 ($1,875) Reserve: $59,700 ($1,150) Grand Touring: $70,385 ($830) Black Label: $81,920 ($1,375) Black Label Grand Touring: $90,475 ($1,375) Engine choices don't change, those being the twin-turbo 3.0-liter EcoBoost V6 with 400 horsepower and 415 pound-feet of torque for all trims but the Grand Touring PHEV. The plug-in hybrid electrifies that engine to make a combined 494 hp and 630 lb-ft. Every Aviator shifts through a ten-speed automatic. The Aviator has sold 20,324 units so far this year. Based on figures for the past three years, we anticipate it will finish above last year's 20,324 sales and 2020's tally of 23,080 sales. A refresh expected in 2024 should bring more substantial updates and improvements.  Related video: This content is hosted by a third party.