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Why the 2015 Lincoln MKC is 'holding some powder'

Earlier this month in our first drive of the 2015 MKC, we told you that Lincoln finally had a new vehicle in its arsenal worth crowing about. So with the compact premium crossover now finding its way into dealers, why aren't you seeing its likeness plastered on billboards and barraging you on television? It's because Lincoln is "holding some powder."
Those are the words of Lincoln's global director, Matt VanDyke, who tells Autoblog that the company is holstering some of its marketing guns because it's keen to avoid repeating the ill-timed efforts that blighted its last rollout, the MKZ. That vehicle's launch early last year was beset by various delays related to manufacturing and quality. The cadence issue was so dire that by the time the model reached showrooms in volume, Lincoln had already blown most of its budget on things like Super Bowl ads that ran weeks or even months before customers could check one out in person. It was a particularly trying series of events for parent Ford because the MKZ and its oversized marketing spend were charged with relaunching the Lincoln brand to the public.
Keen to avoid repeating the same timing issue and mindful of consumers' habits at this time of year, Lincoln is taking a different strategy with the MKC. According to VanDyke, "What we don't want to do is try and fight the summertime - people using television being down, and other mass media when school's out. New television shows aren't on." Of course, that doesn't mean Lincoln is sitting idle. VanDyke says, "By no means are we quiet during the next 90 days. This year, we're going to really spend the next 60 to 90 days using digital and social media, in-theater advertising and the like, and once we have full availability at dealerships, we'll really ramp up the advertising later on in the summer." Part of that early media effort includes immersive digital marketing like Lincoln's clever Dream Rides web experience.

2021 Lincoln Corsair Grand Touring brings plug-in hybrid tech to the small crossover

LOS ANGELES — When the new Ford Escape and Lincoln Corsair were launched, the Corsair was strangely lacking a hybrid variant like the cheaper Ford. The reason for this is that Lincoln was preparing a slightly more advanced hybrid for the small luxury crossover. The 2021 Lincoln Corsair Grand Touring elevates itself over the Ford by bringing plug-in capability and a different kind of all-wheel drive. At the front of the Corsair, the powertrain is the same as the Ford Escape. It's a naturally aspirated 2.5-liter inline-4 and an electric motor powering the front wheels. But at the back, Lincoln has added another electric motor with a single-speed transmission to power the rear wheels, just like Toyota has been doing in the all-wheel-drive versions of the Toyota Prius, RAV4 Hybrid and Lexus UX250h. In addition to giving the Corsair four driven wheels, it brings total horsepower up to 266 ponies, an increase of 66 over the Ford. Having this rear motor opens up lots of freedom for how much power is given to the rear wheels, and a Lincoln representative said that the rear can go into a coasting or free-wheeling state when cruising for efficiency. Supplying electricity to the Corsair Grand Touring is a floor-mounted 14.4-kWh battery pack. Lincoln estimates it will provide enough power for the Corsair to drive about 26 miles on a charge. Neither the battery nor the rear motor take up any interior space, so rear passenger and cargo capacity remain the same as the regular Corsair. Charging can be done at Level 1 or Level 2 chargers, with the former taking 10 to 11 hours and the latter taking 3 to 4 hours. DC fast charging is not available, something that's featured on the Mitsubishi Outlander PHEV. Hybrid mechanical bits aside, the Corsair Grand Touring is just like any other Corsair. The only indicators that it's a hybrid are the unique grille, 20-inch wheels, blue badging and additional door for the charging plug. The Grand Touring comes standard with Lincoln's cell-phone key system, automatic emergency braking, blind-spot monitoring, lane-keep assist and automatic high-beams. Automatic parking, a head-up display and adaptive cruise control are all options. Pricing hasn't been announced yet, but will likely revealed closer to the on-sale date in the summer of 2020. Looking at the price structure for the Aviator, which also has a Grand Touring plug-in hybrid variant, the Corsair Grand Touring could be priced above the current range-topping Reserve trim.

These are the cars with the best and worst depreciation after 5 years

The average new vehicle sold in America loses nearly half of its initial value after five years of ownership. No surprise there; we all expect that shiny new car to start depreciating as soon as we drive it off the lot. But some vehicles lose value a lot faster than others. According to data provided by iSeeCars.com, trucks and truck-based sport utility vehicles generally hold their value better than other vehicle types, with the Jeep Wrangler — in both four-door Unlimited and standard two-door styles — and Toyota Tacoma sitting at the head of the pack. The Jeep Wrangler Unlimited's average five-year depreciation of 30.9% equals a loss in value of $12,168. That makes Jeep's four-door off-roader the best overall pick for buyers looking to minimize depreciation. The Toyota Tacoma's 32.4% loss in initial value means it loses just $10,496. The smaller dollar amount — the least amount of money lost after five years — indicates that Tacoma buyers pay less than Wrangler Unlimited buyers, on average, when they initially buy the vehicle. The standard two-door Jeep Wrangler is third on the list, depreciating 32.8% after five years and losing $10,824. Click here for a full list of the top 10 vehicles with the least depreciation over five years. On the other side of the depreciation coin, luxury sedans tend to plummet in value at a much faster rate than other vehicle types. The BMW 7 Series leads the losers with a 72.6% drop in value after five years, which equals an alarming $73,686. BMW's slightly smaller 5 Series is next, depreciating 70.1%, or $47,038, over the same period. Number three on the biggest losers list is the Nissan Leaf, the only electric vehicle to appear in the bottom 10. The electric hatchback matches the 5 Series with a 70.1% drop in value, but since it's a much cheaper vehicle, that percentage equals a much smaller $23,470 loss. Click here for a full list of the top 10 vehicles with the most depreciation over five years.