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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.

How the Lincoln Continental Concept almost wasn't

That Lincoln Continental Concept that everyone is so excited about? It almost didn't happen. Speaking at the private reveal event for the concept yesterday, Ford Motor Company CEO Mark Fields revealed that when the design team started working on the vehicle that eventually became the Continental, the designers thought it was just another full-size luxury concept, and were turning in ideas to match. The problem, Fields said, is that this was an important vehicle to get right. "A full-size luxury sedan for a luxury brand is a very important marker that, I think, sets the beat for the brand and it creates a lot of awareness and favorability if you do it right," he said. "As we were designing this concept ... we reviewed with the designers the themes. The first couple of themes the team came with really didn't do it for us because we want to make sure that every vehicle that we bring out with Lincoln moves the brand forwards in a big way. So we went through the first couple of them and we really didn't get that kind of 'oomph' in the pit of our stomach." The team was stuck with an upcoming debut and nothing exciting to show for it, until the past was brought into the present. "In one of the design reviews, we were looking around at everyone and we mentioned, you know what, why don't we call this the Continental Concept? And I have to tell you, the body language was unbelievable in the design showroom. Everybody's head snapped up and you could see everybody's eyes widen and they started nodding and they said, 'now we get it.'" Aside from the Navigator, every vehicle Lincoln currently sells is simply named a trio of letters that start with M and K. Fields knew that the large luxury segment sedan is important for a company like Lincoln, with about 1.8 million units sold last year and an expected growth to around 2 million units by the end of the decade, he said. "When you think about where that growth is coming from, it's still a substantial segment here in the US, it's a very substantial segment and even more substantial segment in China. As a matter of fact, that segment grew by 17 percent last year and China is the largest market for full-size luxury sedans." Given the positive reaction to the Continental Concept thus far, bringing the name back from the dead might be just the thing Lincoln needed.

2020 Ford Explorer, Lincoln Aviator reportedly facing numerous QC issues

A lengthy report in the Detroit Free Press delves into a range of quality control issues confronting the 2020 Ford Explorer and its luxury platform sibling, the 2020 Lincoln Aviator. Freep says it's been following the issue for two months, tapping various unnamed sources for information on the automaker's unorthodox route to resolution. Seems the problem is Explorers and Aviators leaving the production line at the Chicago Assembly Plant with flaws in areas like the chassis, transmission and suspension, said vehicles trucked to Ford's Flat Rock Assembly Plant (FRAP) outside of Detroit for repair. The estimates range from 10,000 to 18,000 vehicles affected, numbers so high that Ford has sought help from Roush Engineering in nearby Allen Park, and brought workers and managers from other plants in the Midwest to FRAP to get vehicles repaired and shipped to dealers. Ford hasn't shared the nature of the problems with anyone outside the company, including dealers and customers. Freep's sources are said to include workers who have provided photos of certain vehicles and of tents used to house parts at the FRAP repair site. The Explorer chassis allegedly has an unidentified problem that engineers are using X-rays to diagnose, and the transmission is having problems sensing when it's in park or going into park. Both the Explorer and Aviator have come off the line with HVAC units that only blow hot air. And the Aviator's height-adjustable suspension enters failure mode for unknown reasons. These come on top of quotidian mishaps common to every new vehicle, but that are meant to be sorted in pre-production, like missing emblems and trim pieces. They also come on top of a recall in early August issued for the Explorer and Aviator concerning the instrument cluster and parking brake, and another at the end of August over rear seatbacks that could collapse in a crash. An automaker spokesperson told Freep, "Making updates to preproduction models based on all-new platforms as they roll off the assembly line – is standard industry practice." Except these aren't pre-production, these are early production vehicles that paying customers and dealers are waiting for, and some of the affected vehicles have been pulled off dealer lots. Dealers say they are fine waiting for the trucks to get sorted out, and they'd rather have Ford fix the problems before the SUVs go to customers.