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McConaughey stars in new round of Lincoln ads

Matthew McConaughey's ruminative commercial work with the Lincoln MKC, MKZ, and MKZ Hybrid showed us a side of Lincoln we didn't know existed, and a bunch of spoofs made us laugh about it. Most importantly, though, the partnership worked, leading to a double-digit increase in sales and millions of hits in brand exposure. That's why the actor and the automaker are back together, McConaughey scheduled to return in a new commercial campaign launching September 2 for the 2016 Lincoln MKX. He'll give up the air of cosmopolitan sage, because these ads "dial up the swagger factor" according to Lincoln's group marketing manager John Emmert. Introduced earlier this year at the Detroit Motor Show, the brand put a lot of work into the all-new model, said to be "much improved in how it rides, steers, brakes and looks," offering a more powerful engine, and at least 36 new features including adaptive lighting. Ford's first production implementation of adaptive steering, and Harman's first automobile application of Revel audio will bow with the mid-sized crossover. On top of all that, it's also got that lower price. Emmert said the McConaughey ads will point out "the technology and the beauty of the vehicle." Lincoln will buy time during NFL games as part of the campaign. We have no doubt the anticipation from YouTube and a few celebrity rascals is already high. Related Video:

2017 Lincoln MKZ shows the new face of progress

No one can accuse Lincoln of failing to keep to the MKZ modern after the latest, comprehensive upgrades for the refreshed 2017 model. The sedan goes on sale next spring and features significant changes to the design, powertrain, and available technology. The designers give the luxury sedan's face an aesthetic overhaul with a mesh grille that's inspired by the Continental concept, and the company also offers LED adaptive headlights as a further improvement to the front end. That said, it looks a little derivative – many staffers are comparing it to similar Jaguar and Kia designs, not that that's a bad thing. Inside, the center console moves away from capacitive controls in favor of actual knobs and buttons. Huge changes happen under the hood, too. The all-wheel-drive MKZ is available with 400 horsepower and 400 pound-feet of torque from a 3.0-liter twin-turbo V6, and the mill is exclusive to Lincoln for now. The optional Driver's Package on these models should further improve the handling thanks to a torque-vectoring rear differential derived from the Ford Focus RS. The same V6 makes 350 hp in front-wheel drive trim, and customers can also order a 2.0-liter turbocharged four-cylinder or hybrid powertrain. Lincoln has a load of safety and driver assistance tech for the MKZ, too. The adaptive cruise control system can deal with stop-and-go traffic and even hold the sedan in place without the driver using the brake pedal. Pre-Collision Assist can also help avoid accidents by automatically activating the brakes. Related Video: Quiet Luxury: Intuitive Technology, Effortless Performance and Distinctive Design Drive 2017 Lincoln MKZ Suite of cutting-edge intuitive technologies including available adaptive cruise control with stop-and-go, auto hold, Pre-Collision Assist with Pedestrian Detection and enhanced park assist help ease the new Lincoln MKZ driving experience Effortless performance enabled by available new Lincoln-exclusive 3.0-liter GTDI V6 engine, which creates a quiet, powerful ride, or popular hybrid option Distinctively redesigned from the inside out, including three new Lincoln Black Label themes available, plus two available Revel® audio systems delivering the height of Lincoln luxury LOS ANGELES, Nov. 18, 2015 – Discover your new favorite space. The new Lincoln MKZ combines intuitive technology, effortless performance and distinctive design to deliver an enhanced driving experience Lincoln calls quiet luxury.

Lincoln MKX Concept goes for the gold in Beijing

We've now seen the Lincoln MKX Concept in the metal, and we've shot it with the lenses of our own DSLR cameras. And we have to say, our opinion of the concept's design language has improved over our initial reaction. Yes, it's clear that this MKX shares its underpinnings with those of the Ford Edge Concept that we saw in LA, but the changes made by Lincoln stylists are a welcome departure from the angular lines of its corporate cousin from The Blue Oval.
We like the subtlety of the MKX Concept's front fascia, and the lighting elements both front and rear lend a luxurious quality to the crossover's typical two-box proportions. When combined with the smaller MKC that was shown in production form late last year, it's clear to see that Lincoln has a specific design direction that at least seems visually capable of setting it apart from the Ford models with which the brand shares its platforms. Here's hoping there are some Lincoln-specific upgrades underhood...
Have a look at our image gallery of live photos from Beijing above, reread the press release below, and feel free to let us know what you think.