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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.

Ex-GM VP LaNeve takes over Lincoln ad agency

Those of you that caught yesterday's op-ed about Lincoln will have heard already, but Mark LaNeve has taken the helm at Team Detroit. Once the North American vice president of sales, service and marketing for General Motors, LaNeve will now head up the agency that handles all of Ford advertising. LaNeve will also run the account for Lincoln. While at GM from 2001 to 2009, the exec oversaw ad campaigns like Cadillac's Breakthrough and sales initiatives like "Employee Pricing for Everyone."
He left in 2009 to join Allstate as chief marketing officer, oversaw the creation of the Mayhem ad spots and was moved into the role of VP of agency operations overseeing Allstate's 10,000 agents. He resigned from the insurer in February 2012 for personal reasons and joined Team Detroit in August 2012 as chief operating officer, in charge of satellite offices in New York and internationally. He replaces ex-CEO Cameron McNaughton, and will continue to hold the title of COO.
Lincoln is trying to get its 2013 back to rights after putting big dollar commercials for the 2013 MKZ on television then having production glitches preventing cars from getting to dealerships. With rumors of a relaunch in the works, it's no surprise LaNeve has been given the reins - and from here it looks like the brand is desperate for the kind of magic he's proved he can marshal. Perhaps he can start by calling a mulligan on the renaming exercise that gave us the hoary "Lincoln Motor Company" and go back to oh, say, "Lincoln." Then he can ask the product folks to get to work on the MKC concept...

Ford recalls Explorer and Lincoln MKC for fire hazard

The Basics: Ford will recall 5,536 examples of the 2016 Explorer and 2015-2016 Lincoln MKC. The Explorers have build dates between October 20, 2014, and January 28, 2016, at the Chicago Assembly Plant. The MKCs are from between November 25, 2013, and January 25, 2016, at the Louisville Assembly Plant. In total, there are 3,129 total affected examples of the 2015-2016 Lincoln MKC and 2,407 examples of the 2016 Ford Explorer. Of these, 1,543 are in the US and 3,993 are in Canada. The Problem: The combination of the engine block design and the block heater in these vehicles can cause the part to overheat when plugged in. Injuries/Deaths: None reported, but there are two cases of underhood fires in Canada. If you own one: Ford will begin notifying owners during the week of May 16, company spokesperson John Cangany tells Autoblog. Related Video: Ford issues safety recall for certain 2015-2016 Lincoln MKC and 2016 Ford Explorer vehicles to replace engine block heaters Ford is issuing a safety recall for approximately 5,500 2015-2016 Lincoln MKC and 2016 Ford Explorer vehicles to remove the heaters and replace them with an updated design. The engine block design, coupled with the particular block heater installed in these vehicles, causes the unit to be susceptible to overheating when the vehicle is parked and the block heater is plugged in –increasing the risk of an underhood fire. Ford is aware of two reports of underhood fires in Canada, but is not aware of any accidents or injuries related to this issue. Affected vehicles include certain 2015-2016 Lincoln MKC vehicles built at Louisville Assembly Plant, Nov. 25, 2013 through Jan. 25, 2016 and certain 2016 Ford Explorer vehicles built at Chicago Assembly Plant, Oct. 20, 2014 through Jan. 28, 2016. There are 5,536 vehicles affected by the issue, including 3,129 2015-2016 Lincoln MKC and 2,407 2016 Ford Explorer vehicles, with 1,543 of the affected vehicles in the United States and federalized territories and 3,993 in Canada. Dealers will remove and replace the engine block heater with an updated design and, if needed, replace the cord at no cost to the customer.