MKZ Is Roaring Success! MKZ Sales Plummet!
Hot on the heels of curated-Tweet advertising comes the news that the MKZ is so successful, sales are down!
According to the Detroit News:
Lincoln sold 453 MKZs, down 73 percent compared to last January.
Ken Czubay, Ford vice president, U.S. marketing, sales and service, said Ford is taking extra time to comb over all-new MKZ sedans, the first of four all-new products for Lincoln over the next four years…
As a result, Lincoln will not have a full-stock of MKZ sedans until early April
Czubay also said pre-orders for the MKZ are the largest of any vehicle in Lincoln history.
Well, I’m sure their future owners are taking extra time to comb over as well. See what I did there? I made a joke about bald people, because at the age of forty-one I have the flowing locks of a young Nick Drake. I guess there was never really an old Nick Drake. But you get the idea.
Opening up the Big Book Of Wishful Thinking for a moment, maybe Lincoln knows there’s better marketing coming in April and that’s why they’re restricting supply in The Era Of The Curated Tweet. More likely, it’s yet another mistake piled on top of mistakes. Speaking of mistakes:
Am I the only person who watched that video and thought, “Whoa, they must have a really sharp new-old-stock ’95 Town Car somewhere in inventory. How could I get my hands on that?”
More by Jack Baruth
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Haven't the lawyers taken the "Dramatization" disclaimers to the point of utter absurdity? Exactly what part of that ad should I not attempt?
Do you think in the Lexus boardroom that "Lincoln" is shorthand for "Don't be that guy"?
MKZ day and Night testing: youtube.com/watch?v=yhpA3SlYUw4
If Acura can sell plenty of cars I do not see why MKZ cannot sell even more. By comparing TSX and Fusion I can conclude Lincoln is simply based on better platform. Presumably people who buy cars like Lincoln or Acura are not interested in buying appliance so in theory Lincoln has better chance. But what I know - America can surprise anyone. I am sure both Acura and Lincoln (and even Infinity) do not have slightest chance outside USA. Well we will see how it goes. But I guess MKZ rather competes with Lexus not with Acura. I test drove previous gen MKZ (and got $50 gift card from Ford for that). It felt no different than same gen Fusion - was not impressed. Interior while nicer than Fusion had lot of cheap plastic and did not feel upscale. They also sold MKZ at same lot as Fusion and MKZ did not even look more premium than Fusion just cost more. Make your own conclusions. I hope they fixed these issues with interior/exterior and do not sell MKZ in Ford dealership esp since Fusion is now upscale car comparable with Acura and many may simply prefer Fusion to MKZ on style alone.