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Lincoln debuts MKC ads starring Matthew McConaughey

Lincoln is making the decisive commitment that it wants to improve its brand perception going forward. It can't be cheap to hire A-list talent like Academy Award-winning actor Matthew McConaughey and director Nicolas Winding Refn, best known for Drive, for its new ad campaign for the 2015 MKC crossover, but the company is showing that it's serious about the new vehicle and its future. The first three of these five commercials are just hitting YouTube, and they begin airing on television on September 6.
The Live in Your Moment campaign is all about Lincoln trying to sell not just the MKC to customers but also explain the brand's philosophy. It's one of the oldest luxury automakers around, but hasn't exactly had a glorious history, especially recently. Based on these first ads, we can see that there's a definite focus on philosophizing rather than focusing on the crossover. At times, McConaughey seems just a mustache and a mangled beer can away from reprising his role from True Detective.
The first ad (above) is simply titled Intro and sets the mood and concept for the whole campaign. Bull has McConaughey talking to a longhorn in the middle of a road, and I Just Like It has him explaining his affinity for the brand. Lincoln's full release is available below, and you can view the other ads by flipping through the playlist in the video player above.

Lincoln releases power and economy ratings for 2015 MKC with 2.3L EcoBoost

As the first 2015 MKC crossovers slip into dealerships, Lincoln has confirmed power and fuel economy ratings for the compact crossover's optional 2.3-liter Ecoboost four-cylinder engine.
The new range-topping powerplant, thus far otherwise unavailable in the Blue Oval kingdom, will net a healthy 285 horsepower at 5,500 rpm and 305 pound-feet of torque from 2,750 revs. Those figures represent gains of 10 hp and 5 lb-ft over earlier estimates, putting the handsome new compact CUV in the hunt with up-engined rivals from Audi and BMW. (A variant of the 2.3L will shortly find its way into the engine bay of the 2015 Ford Mustang, albeit with a number of key changes, including north-south orientation.)
In the MKC, the new engine will net 18 miles per gallon in the city and 26 on the highway with standard all-wheel drive, meaning it only loses a single mile per gallon in the city cycle versus the 240-hp, 270-lb-ft 2.0L EcoBoost model when fitted with all-wheel drive. Both engines rely on the same six-speed SelectShift automatic transmission.

Lincoln putting perfume on its sales

Lincoln has a scent. But unlike those from Mustang, Lamborghini or even Shark by Tara, you can't buy it and you have to visit a Lincoln dealership to inhale its notes of jasmine hedione, mate tea leaves and tonka beans. Essence of Lincoln - that's what it's called - is being piped through the ventilation systems at some showrooms to help "create an emotional connection between the luxury brand and its customers," and olfactorily promote the idea of "luxury and warmth." Where it's not run through the ducts, visitors can sample it on scent cards.
Master perfumer Rene Morgenthaler worked with aroma house SensoryMax to design Essence of Lincoln. Also including traces of Earl Grey bergamot and green tea, whenever you encounter it you're meant to enjoy "a feeling of belonging to an exclusive, forward-thinking group that values style and success." And then buy an MKC. There's a press release below with details and an image to explain more, if you're still having a little trouble smelling the orange blossoms.