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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.

Lincoln teases a new Continental with suicide doors

Lincoln posted a photograph of its Continental from the 1960s on its social media channels today with a cryptic message to go along with it. Here's the post below: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The last line, "#TBT ... or is it?" sounds like Ford's luxury arm is trying to tell us something about what's to come for its current Continental. If we use Lincoln's post as an opportunity to speculate, one might presume that a Continental with suicide doors is coming our way soon. Beyond planting the idea in our heads, Lincoln doesn't appear to have anything else to say for the time being. Right now, the only car you can buy with suicide doors is a Rolls-Royce, most recently in Wraith form. If Lincoln decides to offer suicide doors again, you can bet the car is going to get some attention. The question would be if a special car like this could draw any of that attention away from Lincoln's SUVs such as the Navigator and new Aviator. We've seen reports that the Continental would not be moving on past this generation, so maybe Lincoln is trying to get as much play out of this car as possible. A more recent report calls it dead after the 2020 model year, meaning that if we do see a suicide-door Continental, it wouldn't be in this world for very long. Lincoln says to "stay tuned" at the end of its post caption, so watch out for Continental news dropping in the near future. We can all hope it's going to be good news ... View 20 Photos Related video:

2021 Lincoln Navigator Review | The new land yacht

The 2021 Lincoln Navigator is true American luxury done in a distinct and proper fashion. It’s LincolnÂ’s flagship product with the highest level of opulence and glamour that a truck can possibly offer. The Navigator isn't just a dressed-up F-150 or Expedition with makeup on, either. ThereÂ’s still mechanically related to that pair with a truck chassis riding on an independent rear suspension hiding underneath, but everything above is pure, luxe bliss. YouÂ’d be hard pressed to find elements missing from the NavigatorÂ’s formula in this latest generation of the SUV that came out in 2018. The interior is elegance turned up to the max with a design that evokes old-world charm while fully embracing modernity. ItÂ’s not trying to be youthful or edgy. Instead, the Navigator exudes a quiet, grown-up confidence that looks expensive and high class. It brings the guests to the table by adopting its own language of classical luxury, then keeps them there with the tech and capability we expect in a truck approaching a six-figure price. Three rows, two different lengths, one seriously powerful engine and truck-level towing capacity makes the Navigator a heady choice for the luxury truck buyer who wants to do everything with one big vehicle. WhatÂ’s new for 2021? Changes for 2021 consist of new paint colors and minor equipment adjustments. Lincoln has added Asher Gray, Flight Blue, Green Gem and Signature Navy to the paint options. But itÂ’s also deleted Iced Mocha, Silver Jade, Blue Diamond and Rhapsody Blue. Both the limited-slip differential and heavy-duty trailer tow package have also been made standard on the Black Label. WhatÂ’s the interior and in-car technology like? The standard and Reserve Navigators are mighty luxurious on their own (including the interior shown in the top two photos above), but if you step up to an expensive Black Label trim, youÂ’re in for an absolute treat. Its interior offers a choice of “Themes” that go far beyond the usual color choices of black, beige and gray, with maybe a different wood type or two. Of the three, "Chalet" is the most conventional with its blend of tan and black, but the oxblood red "Destination" (above bottom-left) and cool blue "Yacht Club" (above bottom-right) are unlike anything offered by another brand (OK, maybe you could special order a Bentley or Rolls-Royce).