Lincoln Uses Direct Comparison to Lexus ES to Promote MKZ Sedan

The Lincoln brand as a whole is still frankly a bit stale, so they are using a targeted approach to their advertising. Not only are they focusing almost exclusively on their most well-known model, the MKZ (hybrid), but have also brought along a Lexus ES to…compare.

It’s not really a comparison per se, as the set of questions is rigged – you will get it once you have watched the videos posted below.

Company officials are aware of that the image associated with Lincoln cars has all but lost its luster, as the Detroit Free Press reveals quoting company officials. They received a statement from group marketing manager, Andrew Frick, who admitted that “Leading with the Lincoln brand as a whole right now wouldn’t get us as far as leading with key products,” adding that “When we lead with nameplates (models) we have better recognition.”

The new ad campaign will run through to the end of the year, though, Frick mentioned that they will not be submitting any ads for this year’s Super Bowl, using TV and hashtags to do the dissemination.

By Andrei Nedelea

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