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Consider that the age old accepted formula was big saloon dripping with gizmos, doodads and gold plated brochures. Contrast with small, volume seller, affordable.

Which one sounds like MKC (rhetorical of course ;))

Market share is the name of the game and Lincoln was just not going to get that with some low volume show stopper. BRANDING, a chicken in every pot, a Lincoln in every neighbourhood...

“MKC was a big decision for the company because conventional wisdom says you build imagery by your most expensive cars but that’s not the reality in the luxury industry anymore,” said Jim Farley, Ford’s head of Lincoln as well as global sales and marketing. “What luxury customers look for, and the essence of your brand, is your most affordable products.”
 

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The most expensive vehicles are so unattainable for most people. It does make sense for brands to pay more attention to their more affordable models. It gets people to fall in love with the brand, and then when they do have the money, they will be more likely to stick with the Lincoln brand. If Lincoln had crappy entry level cars, then people would jump ship for another brand once they got the money and the chance.
 
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