There are so many automakers chasing the segment, perceived to be red hot, that one is tempted to set up a keyboard macro to type out “compact crossover”. The next step in Ford’s attempt to revive the Lincoln brand is exactly one of those, the 2015 MKC.
Much like Jeremy Clarkson and the Vauxhall Vectra, the Lincoln MKZ will forever live in infamy in TTAC lore, but I’m a little more optimistic for the MKC, whch is set to bow at next week’s Los Angeles Auto Show.
Øyvind Birkeland is a Mechanical Engineer from Norway who works with developing internal combustion engines. A lifelong car enthusiast, he owns a 1961 Ford Anglia which has been sitting in a barn for 20 years. Mr. Brikeland is a Panther Lover, having owned a 1997 Crown Victoria LX in the past. After reading the recent review of the MKZ here on TTAC and hearing about the fallout, he contacted us to offer his thoughts regarding the car — JB
This summer my girlfriend and I decided to do a road trip across the US from LA to Miami. Like many Europeans we have been thinking and dreaming about doing something like this for a while, so this year we decided to do it. We booked a flight to LA and a return ticket from Miami 23 days later. A lifelong car enthusiast, the biggest job for me during the preparation for this trip was to find the right car. I was seriously considering buying back my ’97 Crown Vic LX which I had owned while living in San Diego and using it for the trip, but I didn’t know what shape it was in and I deemed it too risky. We decided to get a rental instead. It was imperative for me to have an American car; coming back home to Europe and telling people I did a 4000 mile Trans-American road trip in a Kia would be an embarrassment I would not have been able to live with. Luckily National provides a rental class which only includes Cadillacs and Lincolns. We booked it without knowing which model we were going to get.
We’ll make this short and simple. Derek Kreindler’s forthright review of the new Lincoln MKZ was posted a month and three days ago. Immediately after the review went live, Derek’s next press loaner from Ford was canceled with no reason given. All further requests for Ford press loaners in Canada have been denied. On August 6th, I sent an email to Ford’s head of PR in Canada.
In remarks with the Detroit News’ Karl Henkel, J Mays, Ford’s chief stylist and a senior vice president of the automaker, acknowledged that the Dearborn automaker’s Lincoln brand has lost cachet as a luxury brand and that it will take years to turn the brand around.
“No, we’re not true luxury. We’re in an investment stage with Lincoln. We’ve probably got a 10-year investment to make.” (Read More…)
In a push to get younger consumers into dealerships, Lincoln has undertaken a crash rebranding program. Ford is pushing dealers to upgrade facilities, as well as retraining sales staff in the lingo of “progressive luxury.” Chic furniture and flatscreens are some of the stereotypical dealership improvements that Lincoln hopes to persuade dealers to implement. But there’s one initiative that’s certainly out of the ordinary: the creation of a Lincoln-specific scent, to be wafted through dealerships.
Car and Driver released renderings of the next Lincoln MKS aka Project GOBI aka the Lincoln flagship supposedly inspired by the 2002 Lincoln Continental concept. We spoke with someone well placed, and they provided us with some further insight. Apparently the rendering is not entirely accurate.
Say it with me in the Don LaFontaine voice:
IN A WORLD…
WHERE EVERY SOURCE OF “PREMIUM” HAS BEEN EXHAUSTED…
AND MASS-PRODUCED GARBAGE IS REBRANDED AS LUXURY GOODS FOR AN INCREASINGLY FECKLESS, IGNORANT, AND NAIVE UPPER MIDDLE CLASS…
A BRAND SHALL RISE…
Please welcome TTAC reader John Mohr (username J.Emerson) and his guest contribution to our site
In 2004, my family decided to replace our soon-to-be-off-lease Ford Focus Wagon with another Ford product, having been quite satisfied with our little five-door. This being the height of the Bush-era full-size SUV binge, we were barraged with row upon row of new Explorers, Expeditions, and Excursions when my parents suggested that we wanted a “sensible 4-door family car.” My mother couldn’t have cared less about such monstrosities, but she didn’t like the recently-redesigned Taurus either, and she wanted something larger than her old Focus. Eventually, they got a deal on a new Crown Victoria LX, a car that served us well for many years. The salesmen couldn’t wait to get rid of it; it was an ‘03, and as I said before, nobody wanted bargain-brand full-size sedans in the middle of the Bush years. Most importantly, this particular car shopping experience was my wake-up call to the artificiality of Ford’s luxury branding attempts. And thinking about it now helps me to understand why Ford is content to let the Lincoln line become nothing but a set of badge-engineered clones.
“Quality means doing it right when no one is looking.” – Henry Ford
Anyone who aspires to review cars should give Mary Walton’s “Car: A Drama of the American Workplace“ a careful examination. In 392 pages, Walton introduces us to the men and women who went through the gruelling task of designing, engineering and planning DN101, the second-generation Ford Taurus that was meant to dethrone the Toyota Camry once and for all from its spot as America’s favorite car. Only the hardest of hearts would fail to identify with the Ford staffers who spent billions of dollars and countless hours slaving away at a project that ultimately flopped in the marketplace. I know it gave me pause for a long time when it came time to review a car. I began to second guess whether it was right to harp on some poorly fitting trim or wonky steering feel or a carried-over powertrain. Surely, someone wanted to do better, but budget constraints, infighting or other external factors must have conspired to taint their platonic ideal of an automobile.
And then I spoke to someone who worked at Ford and told me the story of their mother’s car shopping experience. “I went to the Lincoln dealer with her to look at a new MKZ,” he told me. “I was there, wearing my Ford jacket, picking the car apart on the showroom floor, cussing and spitting tobacco into a cup. There was flash (extra plastic that hasn’t been filed away) on the fascia. The fit was poor. My mom ended up buying a Lexus.”
Suddenly I didn’t feel so bad anymore.
Thirty-four months ago, during a “Panther Appreciation Week” that strained the patience of TTAC readers to the breaking point as we celebrated the last full-sized sedan platform to be built in North America, I detailed my purchase of a 2010 Town Car Signature Limited with approximately 22,100 miles on the clock.
As you can see, the Town Car and I have been remarkably busy, racking up an average of seventy-six miles per day for every one of the days between then and now. During that time, I’ve averaged about 21.8 miles per gallon while enjoying Panther Love in what amounts to its final form. But what until you hear what’s broken in the last seventy-eight thousand miles.
When the Lincoln MKZ was introduced, Ford Motor Co. took the unusual step of pricing the MKZ Hybrid the same as the non-hybrid version of the car, $35,925. Assuming that would mean a good take rate for the Hybrid, Ford production planners for the 2013 model year set the mix at 20% for the gas-electric MKZ. The take rate turned out to be so good that for 2014, 40% of MKZs made will be hybrids. That’s what Raj Nair, Ford’s group vice president of global product development, said at the automaker’s Dearborn campus on Tuesday. Hybrid sales in the U.S. market overall are up 18.3% for the first six months of this year, compared to 2012, and Ford has been benefiting from that surge. Ford’s share of the hybrid and EV market is now close to 16%, a huge improvement of 12% over last year. The C-Max, Fusion and MKZ hybrids have given the company a strong presence in the hybrid market. Ford attributes part of it’s overall U.S. market share increase of almost 1% over 2012 to electrified vehicle growth. For the first six months of 2013, Lincoln sold 3,090 MKZ Hybrid models, an average of 515 cars a month, but now that production delays that hampered the revised MKZ’s launch have apparently been overcome, for the 2nd quarter sales exceeded 715 units each month, closely matching the current build rate at Ford’s Hermosillo, Mexico assembly plant.
Source: The Detroit News
(NSFW for language)
Having just picked up a Lincoln MKZ , I can’t help but recall the immortal words of the pokwer playing gentleman
“I like me a Town Car – man look quiet and correct in one of them.”
Truer words have never been spoken. I am not quite sure the MKZ confers quite the same dignity and bearing on the person driving it, but we’ll see in a week’s time.