Lincoln is cutting their free maintenance program in half, from 4 years/50,000 miles to 2 years/24,000 miles. (Read More…)
I recently wrote an article entitled “Lincoln Can and Will Come Back,” in which I insisted that Lincoln would, someday soon, rise from the ashes and return to its rightful place as a top luxury brand for people who can’t afford an Infiniti. Many of you thought I was crazy, largely because Lincoln’s lineup consists of five re-skinned Fords, all of which share the same name.
But as a patriotic American, I am certain that Lincoln will come back. In fact, I believe its resurgence has already begun, as I will illustrate with a comparison between the Town Car and the MKT. I know what you’re thinking: Why are you comparing the Town Car with a … wait, what the hell is an MKT? Is that a sedan? The answer is: because that’s what Lincoln is doing. You see, Lincoln is telling current Town Car drivers – in other words, airport limo services and Jack Baruth – that the MKT is the Town Car’s rightful replacement. Also, the MKT is not a sedan, but rather a medium-sized hearse that Lincoln calls a crossover.
So let’s see how it stacks up in a comparison.
I remember when the RX rolled onto the scene in 1998. It was truly the first successful crossover as we would know it today. While everyone else was trying to produce a truck-based luxury SUV, Lexus took the Camry/ES platform, put a jelly-bean inspired box on top and jacked the ride height up to 7.7 inches. The result was instant sales success. As we all know however, success has a price. The marshmallow-soft FWD RX lacked road feel, steering feel and sex appeal. Although it’s a bit late in the game, Lexus has decided to fix that last problem with the introduction of the 2013 RX F-Sport. (Read More…)
In April of 2013, however, the American consumer chose the MKFusion LOLZ Edition over the Autobahn-bred Cadillac CTS. And the American consumer chose the Steer-The-Script-Disaster-Chunky-Butt-Mobile over the even more sporty and awesome cancer-curing ATS.
Luckily, the two Cadillacs together managed to outsell the MKZ. By a little bit.
What’s this mean?
This is a post that I’d rather not write. As a Detroiter, in an ideal world I’d rather that the domestic auto manufactures made tons of money selling great cars. I’m willing to take an unvarnished look at them, after all, those of us who live here are more likely to have some kind of personal interaction with the auto industry than most folks who live elsewhere, but I don’t feel the need to gratuitously slam GM, Ford and Chrysler the way some people do. I just want to be fair. In addition, it grates on me when people accuse TTAC of having a bias against those three Detroit based car companies. Sure, we’re not cheerleaders, but the writers and editors at TTAC don’t have conference calls or Skype sessions where we choose which of the domestic automakers we’ll slam that day. So it’s with some reluctance that I have to note what I considered to be a couple of quality control issues with the all new Lincoln MKZ, now finally arriving in dealerships after a botched launch.
I do a lot of traveling (to such exotic places as Kershaw, South Carolina and South Haven, Michigan) in my travels with the 24 Hours of LeMons, which means I have plenty of dead time in airports to contemplate puzzling car ads. The Economist is the best possible magazine to have on hand when you get hit by a six-hour weather delay at George Bush International, because of its incredible bang-for-buck density. It’s clear that marketing flacks take the Economist‘s word for it when they talk about readership demographics, because the split between self-proclaimed readership (powerful and influential globe-trotting executives) and actual readership (geeked-out history/politics junkies with unkempt beards and Dead Kennedys T-shirts) makes for some entertaining car advertisements. Here’s one for the ’13 Lincoln MKZ, which attempts to woo the 72-year-old owner of a 6-store dry-cleaning chain into feeling that the purchase of an MKZ will transform him into a focus-group-perfect 42-year-old entrepreneur. Let’s take a closer look at what Lincoln’s marketers picture as the idealized MKZ buyer. (Read More…)
Continuing with our look at long forgotten (and some not so long forgotten, but forgotten just the same) concept and show cars from the major automobile manufacturers. Part One, Acura to Chevrolet, is here. Part two, Chrysler to Ford, is here.
Sure, once you see it, the Honda SSM (Sports Study Model), first shown at the Tokyo show in 1995 and styled by Pininfarina, was obviously the concept for what became the S2000 roadster. The question is do S2000 fans even remember the SSM? (Read More…)
Over the last two years, attacking Lincoln has become tremendously “in.” This is because doing so will cause everyone to agree with you, which is sort of like when people complain about drivers in their hometown. Seriously: no matter what major city you visit, the drivers there are “the worst,” according to local residents who have obviously never visited Italy.
The latest industry observer to attack Lincoln is David Kiley, who wrote an editorial yesterday for Autoblog entitled “Lincoln needs a farewell address, not a new marketing plan.” This received a generally warm welcome, which mirrors the one Kiley will get in tomorrow’s Detroit Free Press for writing an op-ed piece called “Detroit Drivers Are The Worst.” The latter story would probably win him a Pulitzer, except the committee is in New York and they are absolutely certain Manhattan drivers are the worst.
The only problem is that all of the Lincoln doubters are wrong.
Before you say it, I’m well aware of what you’re thinking: I must be crazy. Regular readers already know this to be true, since I owned a Range Rover Classic. But for those who need more proof, here it is: I have absolutely no idea how Lincoln will come back. I won’t lay out a marketing plan as Kiley did, despite announcing in his title that Lincoln doesn’t need one. I just know they will.
I haven’t recommended a new Lincoln in well over 20 years now.
With rare exception, the brand never lives up to the hype of whatever a Lincoln was supposed to represent at various times in recent history. The ultimate luxury coupe that was the Mark VIII. The import fighting LS. The Lexus/Mercedes wanna-be that was the Lincoln Zephyr. All of them were flops in the new car marketplace for a long list of good reasons.
Even the Lincoln SUV’s, then and now, seem to be little more than overpriced Fords with razor thin chrome accents. While the current alphabet soup of names makes it nearly impossible to recommend any new Lincoln without delving into a smartphone for confirmation that the MK-whatever is indeed an MK-whatever.
There is only one Lincoln truly worth it. The Town Car. An old one. A well used one. But maybe not as used as this one. (Read More…)
When you have 120 dealers looking at the same exact car on a Monday morning, you have three options if you plan on buying a car.
After I saw a 2003 Infiniti FX35 with 220,558 miles sell for $9100 plus the auction fee, I left for good.
Have you seen a more ghastly DLO (daylight opening) fail than the new Avalon? (note the nicely highlighted black plastic sections in the photo sent by the OP- SM)
Gather ’round the warm glow of your collective computer screens, let’s tell the tale of three Entry-Level Luxury Sedans of the year 2013 with very different DLOs. A tale with plastic triangles and fixed window panes told by me, but the ending lies at the end of the comment section. (Read More…)
Hot on the heels of curated-Tweet advertising comes the news that the MKZ is so successful, sales are down!