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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.

2018 Lincoln Navigator Black Label Drivers' Notes Review | American luxury

For years, the Lincoln Navigator played second fiddle to the Cadillac Escalade. Even with a refresh a few years back, the big ute couldn't quite match what Cadillac (or anyone else in the class) offered. The design looked dated, and the interior felt a full generation behind. Things sure have changed, as the new Navigator might just be the first Lincoln in years that gets near-universal praise from the Autoblog staff. This class of SUV may not be everyone's cup of tea, but Lincoln deserves credit for doing more than just phoning it in. Our tester this week is a Chroma Crystal Blue short-wheelbase Navigator Black Label. That's the top-trim model, so features like heated and ventilated leather seating, full-LED lighting, a panoramic moonroof, a 20-speaker audio system and adaptive suspension are all standard. The only options on our 2018 model were the $1,750 paint and the $1,250 perfect-position seats. At $98,320, it isn't cheap, but it's right on the mark for the segment. Editor-in-Chief Greg Migliore: The Lincoln Navigator is a demonstrative improvement in luxury, power and design. It's more sophisticated and elegant than ever before, but it remains true to itself. The interior is gorgeous — the best-looking cabin I've ever seen in a Navigator — and it's the best in the segment. The Cadillac Escalade, which is still great but is due for a freshening, feels dated and less user-friendly inside, by comparison. Our Navigator, outfitted in the Black Label trim, looks like something out of a 1960s Camelot photo spread. The powder blue materials remind me of old pictures of Jackie Kennedy. The way the Lincoln crest appears above the glovebox also feels very Jet Age. The knobs, switches and buttons for the controls add to the retro look, but they're also tactile and functional. People don't want to navigate four touchscreens to adjust the heat. Lincoln and other carmakers are wisely going back to simplicity for interior features. That being said, the interior has all the modern features and amenities you would expect. Sync 3 is solid. The large touchscreen is easy to read and use. It's colorful and intuitive. Finally, it's a Sync system I can get on board with. The seats are comfortable, supportive, and the front ones can be positioned 30 different ways. There's so much variety I never found the perfect spot in my two nights in the Navigator. The exterior touches from the most recent redesign accentuate the Navigator's luxurious feel.

2017 Lincoln Model Year Preview and Updates

For those wondering if there's more to Lincoln than a reflective Matthew McConaughey, the debut of Lincoln's all-new Continental - pictured above - should emphatically answer the question. But aside from a refresh here and there, the Continental is effectively 'it' for the 2017 model year. LINCOLN CONTINENTAL: Although the new Continental may not represent the design stretch Lincoln enthusiasts might have hoped, it's a significant step when compared to the Fusion-based MKZ or displaced MKS. With available all-wheel drive and up to 400 horsepower and 400 pound-feet of torque, the Continental is described by Lincoln as targeting 'culturally progressive clients who define luxury on their own terms.' In short, this isn't a me-too interpretation of German or Asian luxury; it's the Lincoln Motor Company's interpretation of American luxury, on sale in the spring of '17. MKZ: A freshened design with all-new, Continental-esque front fascia offers an upgraded interior, new technology and available Revel Audio. MKC: It is a year of minor tweaks for Lincoln's compact crossover. A power liftgate is now standard, while Auto Start-Stop is available on MKCs equipped with the 2.0-liter and all-wheel drive, standard on 2.0-liter front-wheel drive. And the MKC receives Sync 3 plus Apple CarPlay and Android Audio. MKT: Aside from color revisions, Lincoln's livery car/crossover is unchanged. MKX: Lincoln's midsize, Edge-based crossover receives little more than color changes for 2017. NAVIGATOR: Lincoln's biggest SUV navigates the model year with few changes except for color. However, with the announcement of an all-new Ford Expedition – on which the Navigator is based – in showrooms this fall, an all-new Navigator can't be far behind it. Lincoln Car Buying whats new 2017