Filed under: Sedan, Marketing/Advertising, Videos, Lincoln, Luxury

Lincoln has released the first 30-second ad spot for the 2013 MKS, with its seventeen intial seconds spent covering the era of Lincoln glory from 1922 to 1976. The ad almost feels like an apology for the MKS, as if the ad team really wanted to sell the 2013 MKZ but was assigned the penalty-box MKS and had their protestations silenced with, "Just make something!"

We think the MKS deserves a little more love than that.

Scroll down to see Lincoln's latest commercial for yourself.

Continue reading Lincoln goes back 80 years to sell the 2013 MKS

Lincoln goes back 80 years to sell the 2013 MKS originally appeared on Autoblog on Mon, 21 May 2012 07:57:00 EST. Please see our terms for use of feeds.

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As East Coast Editor here at The Garage, I spend a good amount of time reading other auto blogs and magazines. I came across a post from Autoblog where Viper mastermind Ralph Gilles indicated that Dodge/Chrysler dealers would need to be certified to sell the Viper. There’s been plenty of hype surrounding the 2013 Viper, but what many may not realize is this is NOT a Dodge. Rather, the car will be sold as the SRT Viper, a brand all its own. And not just any Dodge or Chrysler dealer will be able to sell it.

Back in 1997 when I had just started as an auto journalist, I was fortunate to be loaned a stunning black Dodge Viper RT/10. During my loan of the Viper, I drove to the local Dodge dealership, where a client of my father’s worked as a salesperson. On arrival, the car was swarmed by Dodge salesmen, and I was happy to offer a test drive to my father’s client. On the test drive, I was intrigued at what I was told. According to him, no one ever saw any Viper the dealership sold. He continued, explaining Vipers were delivered and presented to customers after hours with no sales staff around, just the dealer principles. After dropping him off, I was stunned a Dodge salesman had never so much as seen one of the cars of the very brand he made a living selling.

With the new SRT brand, that will change. Mr. Gilles wants a Viper in the showroom. He wants a dedicated technician who knows the Viper front to back. And, most importantly, a sales staff who knows not only about the Viper, but understands the buyer. If you’re selling Dodge Avengers,  Mr. Gilles understands that does not automatically qualify you to sell an SRT Viper, and that makes perfect sense to me.

And it is high time American automakers understand how to sell and service their clientele, an area they have been deficient in when it comes to a car outside their comfort zone. In the 1970′s, Buick salesmen were selling German Opals, and how did that go? A guy shilling Buick Century’s and LeSabre’s is not going to know how to talk to a buyer who wanted what was know as a mini-Corvette, the Opal GT. Ford repeated the same mistake in the 1980′s with Merkur, putting European sport sedans on a showroom floor filled with salespeople accustomed to people selling Crown Victorias. It didn’t work.

At this year’s New York International Auto Show, Lincoln revealed the production version of their new 2013 MKZ. While the car looked impressive, Lincoln spent more time not talking about their new car, but how they were overhauling their dealerships, and improving how they cater to their customers. It was like a light bulb had finally lit up. Gee, a luxury car buyer stays at luxury resorts, eats at gourmet restaurants, and expects a high standard of service. Why wouldn’t they expect similar service for a purchase as significant as a luxury car? Toyota knew this from the get go when they debuted Lexus in 1989. It is almost unbelievable it took Lincoln 23 years to come to the same conclusion.

Better late than never, I suppose. But all signs point to an awakening of where the actual car buyer lays down his hard earned cash-the dealership. As a car journalist, I only see the car. It is you, the reader, that does the shopping and makes the deal, and interacts with your local dealer. Even in my own town, I can see the changes. Our Lincoln dealer just completely overhauled their showroom. A longtime Chevy dealer who had a decent reputation but was looking shabby was pressured to renovate, and the owner sold it and closed its doors.

To sum, I find it encouraging that SRT and Lincoln are understanding they need specialists to sell their products. For all the flash that surrounds high-end cars, the end goal is still selling cars, and to do so, you need the right people and environment to cater to your customer. With the Viper and Lincoln, you cannot sell cars where Big Macs are the main seller while you are attempting to sell filet mignon. With SRT’s and Lincoln’s adjustment in how they sell their cars, I can only see success.

Filed under: New York Auto Show, Hybrid, Sedan, Lincoln, Luxury

The 2013 Lincoln MKZ has made its long-awaited debut at the 2012 New York Auto Show. In an effort to further distance the model from the very successful Ford Fusion, the MKZ now wears a more aerodynamic and distinctive shape, complete with a new interpretation of the family's split wing grille. Max Wolff, the Lincoln design director, says the grille is supposed to invoke the image of an eagle descending on its prey, though we see more splattered butterfly in the fascia. Still, the smallish, adaptive headlight arrays and contoured hood are a huge step forward for this luxury sedan.

Out back, massive C pillars dominate the design's posterior, though the clipped tail and handsome trunk deck give the vehicle plenty of identity. Inside, the 2013 MKZ is beautifully executed as well, with attractive interiors and a clean center stack design made possible by the lack of a traditional gear selector.

The sedan will debut with a total of three driveline options, including a 2.0-liter EcoBoost four-cylinder good for 240 horsepower and 270 pound-feet of torque as the base engine. A 3.7-liter V6 is also available with 300 horsepower, while fuel-economy minded buyers can turn toward the MKZ Hybrid with its 188 horsepower 2.0-liter four-cylinder engine and electric motor. So far, no EPA estimates are available for the hybrid, though the four-cylinder is expected to fetch 22 mpg city and 33 mpg on premium fuel. Expect to find front-wheel drive and all-wheel drive variants, with both non-hybrid models relying on a six-speed automatic gearbox to put power to the wheels, while the electrified four-door makes use of a CVT. Hit the jump for the full press release.

Continue reading 2013 Lincoln MKZ is a big step in the right direction

2013 Lincoln MKZ is a big step in the right direction originally appeared on Autoblog on Wed, 04 Apr 2012 12:21:00 EST. Please see our terms for use of feeds.

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Filed under: New York Auto Show, Hybrid, Sedan, Lincoln, Luxury

The 2013 Lincoln MKZ has made its long-awaited debut at the 2012 New York Auto Show. In an effort to further distance the model from the very successful Ford Fusion, the MKZ now wears a more aerodynamic and distinctive shape, complete with a new interpretation of the family's split wing grille. Max Wolff, the Lincoln design director, says the grille is supposed to invoke the image of an eagle descending on its prey, though we see more splattered butterfly in the fascia. Still, the smallish, adaptive headlight arrays and contoured hood are a huge step forward for this luxury sedan.

Out back, massive C pillars dominate the design's posterior, though the clipped tail and handsome trunk deck give the vehicle plenty of identity. Inside, the 2013 MKZ is beautifully executed as well, with attractive interiors and a clean center stack design made possible by the lack of a traditional gear selector.

The sedan will debut with a total of three driveline options, including a 2.0-liter EcoBoost four-cylinder good for 240 horsepower and 270 pound-feet of torque as the base engine. A 3.7-liter V6 is also available with 300 horsepower, while fuel-economy minded buyers can turn toward the MKZ Hybrid with its 188 horsepower 2.0-liter four-cylinder engine and electric motor. So far, no EPA estimates are available for the hybrid, though the four-cylinder is expected to fetch 22 mpg city and 33 mpg on premium fuel. Expect to find front-wheel drive and all-wheel drive variants, with both non-hybrid models relying on a six-speed automatic gearbox to put power to the wheels, while the electrified four-door makes use of a CVT. Hit the jump for the full press release.

Continue reading 2013 Lincoln MKZ is a big step in the right direction

2013 Lincoln MKZ is a big step in the right direction originally appeared on Autoblog on Wed, 04 Apr 2012 12:21:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

I've done a horrible thing. Sometimes I forget my words have power. My words can hurt. I said a few critical things about the Lincoln MKZ Concept and now the damn thing set itself on fire. More »

I was certain when I sat down at the Lincoln press conference this morning I'd focus on the fact that the car looks like John Wilkes Booth. And then I saw the mimosa station and realized I was wrong. The story here is Lincoln is so desperate to pretend they're a luxury manufacturer they've got a mimosa station. And a live rock-classical fusion band. More »