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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 rethinking vehicle launch strategy

With a new boss at the helm, Ford is looking at new ways to improve its vehicle launches in North America to prevent recent issues that have popped up with models like the Lincoln MKZ, Ford Escape and Ford Fusion. Speaking with Automotive News, Ford's new president of the Americas, Joe Hinrichs, revealed a few ways the automaker plans to avoid early build issues such as the engine fires on certain 2013 Escape and Fusion models and months-long delays for customers to receive their MKZs.
It sounds like the root of the problems may have been Ford's relationship with suppliers compounded by the fact that the product surge came on the heels of the recent industry-crippling recession, and in the AN article, Hinrichs says improvements are being made to reduce problems during the launch of new or redesigned models. Three such improvements that were implemented during the first quarter of this year including more rigorous quality comparisons, better use of computer technology to catch major problems sooner and hiring engineers to work closer with suppliers.

2021 Lincoln Navigator gets a black top with new Special Edition Package

For 2021, you can add a two-tone paint scheme to the Lincoln Navigator's list of vaguely retro-inspired luxury elements. The 2021 Lincoln Navigator's top-drawer Black Label variant adds a new Special Edition Package, and it includes a black roof as well as black 22-inch wheels, a black mesh grille, a black rooftop spoiler, and black mirror caps. Lincoln is already one of the bravest manufacturers when it comes to its color palette, and the Special Edition Package's black-roof treatment can be combined with any of six different body colors: Burgundy Velvet, Chroma Crystal Blue, Chroma Molten Gold, Silver Radiance, Pristine White, or Flight Blue. The package will become available in the Spring and is priced at $6,695. The 2021 Navigator Black Label starts at $99,420 or $102,620 for the longer-wheelbase L version. For those who don't want to go full two-tone, Lincoln continues to offer the mid-grade Navigator Reserve with a Monochromatic Package that brings black wheels, a dark finished grille and body-color mirror caps. It's available in combination with Infinite Black, Ceramic Pearl, or Pristine White body color for $3,965. Related Video: