Ford Fusion's Debut Makes The Lincoln MKZ Redundant

by Derek Kreindler

January 6th, 2012 5:31 PM

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ford fusion s debut makes the lincoln mkz redundant

The next Ford Fusion is set to debut at next week’s North American International Auto Show, and while details are still embargoed, the blokes at Auto Express have given us a preview of the next Mondeo. Which is essentially the next Fusion.

(Edit: Here’s a “leaked” look at the car)

We can’t tell you specific differences between the Fusion and Mondeo, but suffice to say that a certain mechanical bit that rhymes with “weasel ” will not be available. The Fusion will be a game changer in the segment, and we can confidently say that without indulging in any sort of PR-fueled hyperbole. The competition is simply going to get blown out of the water by Ford’s new midsize.

Given the new Fusion’s introduction, and the requisite hype for a new Lincoln concept previewing the MKZ, we can’t help but ask, why bother. Again, we’re not making any specific comments on how nice the new Fusion’s interior is, or how sophisticated its drivetrain and tech features are, but one need only look at the new Focus or Escape to see that the Blue Oval brand has a ton of “premium” features.

Lincoln’s prestige is negligible to say the least, and MKZ sales are in the toilet. What will the new car, said to be substantially different from the Fusion itself, really offer that will justify the price premium and steal sales away from other brands? Apparently, the “ …greenhouse, sheet metal, luxurious interior, powertrain tweaks and technology will be the things that distinguish Lincoln…” going forward, but that doesn’t sound too different from the current way of doing things. And certainly not different enough to effect real change.

What else can Ford do to improve Lincoln’s sales? Not even product placement in rap videos worked.

#Branding #Ford #FordFusion #FordMondeo #Lincoln #LincolnMKZ #LuxuryCars #Marketing #NorthAmericanInternationalAutoShow #Sales

Derek Kreindler

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Pebble on Mar 07, 2013

Current Lincolns: ugly/uninspiring. Lincoln dropping Town Car/Panther platform discontinued: suicidal. I'd like to see an updated mid-Seventies, pre-downsizing Town Car, surely the technology has advanced to the point it's feasible? Give me a proper 129 inch wheelbase any day...anything less is uncivilised.

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Jrasero23 on May 20, 2014

Does Lincoln make great cars? No but it doesn't make bad cars either, the problem is that for what a Lincoln is there not worth that $10k extra over their sister car the fusion or the competition. The new fusion and even the new MKZ are really great cars but again ford Lincoln made the mistake of pricing the MKZ way too high. A loaded 2014 fusion without the optional packages like awd or blis comes at $30k while a MKZ base comes to almost $36k. If Lincoln priced it at $30k-$32k we all wouldn't have this conversation. I think what you get In a base MKZ if priced in the low $30k area is just too good of a value to buy that $37k-$40k German or Japanese luxury car because of the mkz's value but when you price the MKZ at what Lincoln has it's just too easy to say, well for that I can get....

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