Can Lincoln Recover from Failed MKZ Launch and Start Delivering Cars?


The journey of the Lincoln MKZ, the sedan that FoMoCo hoped would spearhead the renaissance of its luxury unit, is not off to a great start. A delayed launch caused by an assortment of damaging factors, has put serious pressure on the dealers, which have to sweet talk to people who have made a deposit into not getting angry.

Showroom managers say that the car has sparked up considerable interest, but they simply don't have enough units to meet the demand. Buyers are calling in asking when their car is to be delivered, and aren't given a definitive answer, because it is not available.

A problem of communication between the manufacturer and the dealers has been cited as one of the reasons for the delays.

Lincoln itself cites the reasons for the failed launch as being their concern for the quality of their cars, and parts supply delays. A total of 6,000 units were shipped from the Hermosillo plant, in Mexico, since December of last year, and of those only 1,000 have been delivered to customers, while 2,000 more are stuck in dealer lots – the remaining 3,000 cars are said to be currently on their way to showrooms.

Lincoln spent millions in promoting the MKZ, with ads running during Super Bowl and Grammy awards. However, it has all-but gone to waste, as they are still struggling to commence full-scale deliveries.

Officials say that a final dose of extra advertising in the month of April should be successful in offsetting the bad taste left by the botched launch, and assure the car smooth sailing out of the dealerships.

By Andrei Nedelea

Story References: Autonews




Dan Facciolo said... »March 25, 2013

Just call it a day already. No one wants to drive a Lincoln anymore!

SomeRandomCommenter said... »March 25, 2013

My Civic doesn't even have an antenna that pops out.

donald seymour said... »March 25, 2013

The sad part is that I like this car. The big point to note is to go hard or go home if you are dealing with the luxury department.

donald seymour said... »March 25, 2013

I really want to say that, but my heart is still beating for it. I don't know why but it is. I guess I want to see the American brand at it top game.

Steve said... »March 25, 2013

if there are more than 2000 stuck at the dealer lots, then I guess Lincoln has 2000 less customers not waiting to drive one.

Dan Facciolo said... »March 25, 2013

True. And very sad.

mccarluvr123 said... »March 25, 2013

They could have done so much with this car, but the only thing they got right in the end was the exterior design. The interior feels cheap (believe me I been in one) and the rest of the car is almost exactly the same as the Fusion, which brings up another good point: for the same amount of money that you would pay for the base model MKZ, you can get a decent Fusion, which is not only more desirable but also looks better (in my opinion).

NE1BUTU said... »March 25, 2013

What Lincoln needed was a car that someone could happily pay $50k for, and not have to make excuses as to "why the hell would you buy a Lincoln?" Lincoln needed a car that would change the game. Be a better 328, IS, A4 2.0 or C300. Obviously the MKZ is not in the same class as these cars, but it needs to be. The exterior is beautiful. The interior is nicely designed, but does not appear to be executed with great materials. With a car that "only" costs $50k, customers don't expect the quality of a Bentley. But if Lincoln expects people to take notice, that's what they need to deliver.

emjayay said... »March 25, 2013

A few years ago Lincoln made a couple of concept cars inspired by the 1961 Continental. Instead of going in that direction they did interiors on the old mkz and mkx that were inspired by the 1961 Continental, but no one except me noticed. I think it would have been a better idea to capture some of the 1961 in the exterior instead.

Seriously? said... »March 26, 2013

yeah Lincoln much like Acura is a dead brand, no prestige, no real reasons to purchase, not competitive, and not much difference from the cheaper brand they are based on given the huge price difference....2 brands that have stayed past their prime and refuse to do what it takes to get on par with the rest of the luxury segment

Trey Reid said... »March 26, 2013

Lincoln just needs to scrap every single car and start from scratch. Cuz everything Lincoln offers is just a rebadged ford with a gaudy grille with extra woodgrain. Lincoln needs to create its own identity.

Cameron said... »March 26, 2013

Ford was getting all this praise for not taking the "bail out" like GM and Chrysler! Well, no wonder if this car is being made in MEXICO they dont deserve any US bail out money. That is thier launch problem right there. Who wants to buy a $50k plus car built in Mexico? Same problom with the Equus from Hyundai. Who in thier right mind would buy a $50k plus Hyundai?

Knuckles Mutatis said... »April 07, 2013

For most people, it's not about where it's made, it's the quality. And Lincoln's current reliability rankings are widely ranked as the 3rd best in the world, which puts them miles above Hyundai.

That said, Ford clearly doesn't know what they are doing anymore with luxury vehicles. They need to either fire the Lincoln design department, or the upper management who keep insisting on vehicles like this from them.

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