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Why the 2015 Lincoln MKC is 'holding some powder' - Autoblog



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.

So while you may not be seeing any 2015 Lincoln MKC commercials while you're watching your favorite primetime sitcom, know this: they're coming.
 

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And that makes enough sense considering this is the vehicle tasked with drawing a "yopunger" audience in. You must speak with them where they want to be spoken with otherwise the conversation is futile. Once people begin to see this beautiful buggy out and about marketing won't even be necessary :D;)
 

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I'm hoping the marketing push will be combined with aggressive finance/lease offers...
I don't know about that. Pricing is already spot on, Cadillac has themselves in trouble because they tried to go tick for tick with the Germans on price and can't compete because for that money you can have something German. Agressive lease offers/cash on the hood cheapens everything IMO. Its priced accordingly to undercut all the major rivals, it looks more elegant and comes loaded with kit. Its pretty much the way Lexus decimated Lincoln in the early 90's and I'm glad Lincoln has finally read the play book ;)
 

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I don't know about that. Pricing is already spot on, Cadillac has themselves in trouble because they tried to go tick for tick with the Germans on price and can't compete because for that money you can have something German. Agressive lease offers/cash on the hood cheapens everything IMO. Its priced accordingly to undercut all the major rivals, it looks more elegant and comes loaded with kit. Its pretty much the way Lexus decimated Lincoln in the early 90's and I'm glad Lincoln has finally read the play book ;)
That is a very good point.

I feel that car makers do need to rival the germans to some extent but at the same time alter things in such a way it complements what they're cars are like and what the brand is rather than trying to be like the germans which will backfire like you mentioned.
 

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I don't think there will be many deals right off the bat. I don't think that they need it. Waiting to push the marketing is a good idea though. Getting people excited and then having a delay just makes people who would have been fans upset with you. When do you think we will see more marketing and commercials?
 

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You can get the MKC for invoice - I did - ordered mine this past Thursday. Has every possible option. I picked the MKC over a BMW X3 because it was 20% less comparably equipped. I have owned two BMW's and while they are fine sports sedans their suv's are overpriced baloney with maintenance costs that are hair raising once you are out of warranty. Every time I drive an X3 or X5 I scratch my head wondering why anyone would overpay for what is in my opinion a meh product bought by most of its owners merely to impress others.

The Audi Q5 comparably equipped to my MKC is also 20% more than the MKC. The Audi Q5 offers more cargo room, but no dynamic driving superiority to the MKC.

The Lexus NX will have a fantastic interior and nothing else that is best in class.

The Mercedes GLK gets by on its three pointed star.
 

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What deals are available at first are pretty much going to be dealer-offered and not manufacturer-offered. A customer-ordered vehicle sold at invoice still makes money for the dealer. Ditto for one that hasn't been on the lot very long. So it's going to be pretty much each dealer sizing up their market and making an individual decision about how many of each model to order for inventory, and what their asking price should be. Since there are so relatively few Lincoln dealers, we'll probably even see a few asking a premium over MSRP.

Right now, instead of special offers, Lincoln's spending needs to go into well-executed marketing. Which is apparently the plan, so it's going to come down to execution.
 
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