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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.

Ford recalls more than 550,000 trucks and SUVs for various safety issues

Ford announced safety recalls for its current F-150 pickup along with several Ford and Lincoln crossovers early Wednesday. The recalls cover more than 550,000 vehicles and address various safety defects, ranging from a fire hazard to potential loss of braking power.  The most far-reaching of the recalls covers approximately 550,000 examples of the 2015-2018 Ford Edge and 2016-2018 Lincoln MKX, which may have been assembled with defective front brake jounce hoses (also commonly referred to as "flex lines"). These hoses run from fixed points on the chassis to the individual front brake calipers. Defective hoses could potentially rupture, allowing brake fluid to leak and resulting in a loss of braking function. Ford will replace the components in question with revised parts.  The next-largest recall is for roughly 3,000 2020 Lincoln Corsair crossovers. The affected models may have been assembled without proper clearance between their rear suspension springs and toe link brackets. The components could potentially make contact, wearing down the protective coating on the rear coil springs, allowing corrosion to occur over time. This corrosion could eventually lead to a failure of the spring. If this happens while the vehicle is being driven, it could result in a sudden change to the vehicle's handling characteristics, and the spring fragments could potentially cause further damage to the car or surrounding traffic.  Ford says owners will be notified that their Corsairs need to be inspected; if there is not adequate clearance between the rear suspension components, Ford's service technicians will remove material from the toe link bracket to allow for operation without contact.  The final (and by far the smallest) recall is for the 2020 F-150. Some units may have left the factory with the incorrect retention nut on the hot lead to the starter motor. Ford says it can cause increased heat generation or electrical arcing, which could potentially result in a fire. Ford says this issue is limited to just a few hundred examples sold in the United States. Dealers will inspect the vehicles and replace the nut if necessary.       

Cars with the worst resale value in 2022

Car values are all over the map right now. Used vehicles that were worth a small fortune earlier this year are now coming back to Earth, but the new vehicle supply remains tight. Prices are still elevated overall, but some models have seen more severe price drops. Depreciation strikes almost every model, supply constraint or not, though a few vehicles are leading the way. New research from analytics iSeeCars found that a handful of cars depreciated more than 50 percent over five years, with the BMW 7 Series dropping 56.9 percent and an average price cut of $61,923 over that time. The vehicles with the highest depreciation — or worst resale value — over five years: BMW 7 Series: -56.9% Maserati Ghibli: -56.3% Jaguar XF: -54% Infiniti QX80: -52.6% Cadillac Escalade ESV: 52.3% Mercedes-Benz S-Class: 51.9% Lincoln Navigator: -51.9% Audi A6: -51.5% Volvo S90: -51.4% Ford Expedition: -50.7% iSeeCarsÂ’ research showed that midsize trucks, sports cars, and fuel-efficient vehicles were slowest to depreciate over five years, while itÂ’s clear that luxury brands tend to lose value much faster. As iSeeCarsÂ’ Executive Analyst Karl Brauer explained, used buyers donÂ’t value high-end vehiclesÂ’ features as much as the first owners, so resale values tend to be softer. The tech and options that made the cars so expensive and appealing new donÂ’t add the same value on the used market. Read more: Cars with the best resale value Interestingly, electric vehicles also depreciated quite heavily, though they were just short of the abysmal numbers in luxury segments. The Nissan Leaf depreciated most among EVs, dropping by 49.1 percent. The average EV depreciation is 44.2 percent, with the Tesla Model S and Model X sliding in right under the bar at 43.7 and 38.8 percent, respectively. As iSeeCars notes, itÂ’s important to be vigilant when car shopping and not let your emotions win over reason. Shiny new luxury cars look great in the showroom, but you could end up taking a bath when you try selling them a few years later on. Related video: Audi BMW Cadillac Ford Infiniti Jaguar Lincoln Maserati Mercedes-Benz Volvo Car Buying Used Car Buying Ownership Resale Value depreciation