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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.

Weekly Recap: Revisting the BBC report that ended Jeremy Clarkson's Top Gear run

Jeremy Clarkson's long run as a Top Gear host has come to an end, and the reason is clear: His physical assault on one of the show's producers crossed a line, and the government-owned BBC couldn't tolerate it. The incident between Clarkson and Top Gear producer Oisin Tymon was initially described as a "fracas," and Clarkson was suspended. But his popularity and widespread support – even British Prime Minister David Cameron weighed in – suggested that the controversial Clarkson might be given yet another chance. The BBC put this to rest Wednesday when it sacked Clarkson and revealed the findings of its investigation. The report spelled out how Clarkson struck Tymon on the patio of a North Yorkshire (UK) hotel, leaving him with a bloodied, swollen lip. It was severe enough that the producer sought medical treatment. During and after the attack, Clarkson shouted expletives at Tymon and threatened to fire him. The noise carried into the hotel's dining room and even to a bedroom. Local police investigated the incident, but Tymon isn't pressing charges. The huge audience numbers, Clarkson's popularity and the high-octane excitement of Top Gear all melted away in the eyes of BBC director-general Tony Hall, who saw an attacker and a victim. "For me a line has been crossed," he said in a statement. "There cannot be one rule for one and one rule for another dictated by either rank, or public relations and commercial considerations." In that moment, Clarkson was the bad guy, though he was actually the one who reported it to the network and made repeated attempts to apologize to Tymon. He's also urged the media to leave the producer alone. Hall voiced regret in the statement that announced Clarkson's contract would not be renewed, but the BBC decided to move on. Rumors are swirling about possible replacements for Clarkson. The network says it wants to continue Top Gear in 2016 and is looking to air the rest of this season's episodes. Despite the controversy, the show has a global audience of 350 million viewers and is one of the BBC's most valuable properties. It's unclear what Clarkson's co-hosts, James May and Richard Hammond, will do, as their contracts were also reportedly up to be renewed. Other News & Notes 2016 Chevrolet Malibu hybrid charges up with Volt technology Chevrolet is taking some of the learnings and technologies from the 2016 Volt and dropping them into the reborn Malibu hybrid.

Ford Q3 pretax profits drop to $1.18B

Following positive third quarter financial results recently from General Motors, rival Ford took a tumble in Q3. The automaker posted pre-tax profits of $1.18 billion, compared to about $2.59 billion in Q3 2013, a drop of around 54 percent. Net income also suffered with $835 million made in the quarter, versus $1.272 billion last year, a decline of about 34 percent. The Blue Oval blamed the gloomy figures on three reasons in its release: "lower volume, higher warranty costs and adverse balance sheet exchange effects."
There were problems of one kind or another in practically every region. North America experienced higher warranty costs than expected, partially due to recalls. The sales volume for the quarter was 665,000 units, versus 725,000 in Q3 2013, and pre-tax results amounted to $1.41 billion versus $2.296 billion last year.
South America and Europe both posted worse pre-tax results than last year. On the bright side, European volume was up slightly to 321,000 vehicles, from 303,000 in Q3 2013. The Middle East and Africa also lost $15 million, but that was an improvement compared to the $25 million loss previously experienced in this region.