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Lincoln is continuing to move upmarket after years of languishing due to Jaguar and Aston Martin. The MKS has much higher quality materials (Bridge of Weir hand-stitched leather), more standard features, HIDs headlamps, LED taillamps, an upgraded 3.7L engine (vs. the standard 3.5L in the Taurus), Active Park Assist, and a whole different clientele. Lincoln-Mercury dealerships also offer better customer service. Nobody seems to question the Lexus ES's credibility, even though it is nothing more than plush Camry.
The Lincoln offers more base level power than the Lexus ES and Hyundai Azera, and in EcoBoost trim its only real competition is the mid-level Audi A5/A6 among the FWD/AWD luxury segment. We're talking a 5.2 0-60 run for a car that weighs 4000 lbs.
The MKS is a credible competitor, but people dump on Lincoln because it no longer has a competitive RWD car. Despite that, Lincoln's share of the luxury segment has grown considerably since the launch of the MKZ, and with Ford's limited cash to invest in Lincoln at the moment, they must be doing something right.
Mercury, OTOH, will survive as a smaller premium car and crossover brand, while Lincoln will have larger premium cars, crossovers, and SUVs. They will compliment one-another, and it works since Lincoln-Mercury dealerships are tied together anyway.
Mustang - you are way too kind to Lincoln. Yes it is getting better. The MKS is a promising car. It will hopefully appeal to younger buyers than traditional Lincoln buyers. But Cadillac is the brand gaining market share - not Lincoln. The MKS' only competition is the Audi A5/A6? You're crazy. Buyers will compare the MKS to Acura, Audi, Lexus ES/GS, Hyundai Genesis (yes they already are), Buick, Infiniti (RWD), and Cadillac CTS (excellent).
Lincoln needs to be Ford's premium brand. It should be about much more than stitched leather. It should have the best engines and higher overall performance. Lincoln should kill the Town Car and concede the over 60 buyers to Buick or Lexus.
Mercury really doesn't even deserve to exist. I don't understand why Ford keeps it - unless it becomes the home of the over 60 crowd. Adding a waterfall grill to a Ford isn't enough to distinguish Merc. Merc is 95% the same as a Ford - vehicle for vehicle.
$26,000 starting price, wow guess they don't the average american to buy one.
That's lower than the average price for a new car. So I guess that, yeah, they probably are betting on the average American making up a big part of their buying market.
Mustang - you are way too kind to Lincoln. Yes it is getting better. The MKS is a promising car. It will hopefully appeal to younger buyers than traditional Lincoln buyers. But Cadillac is the brand gaining market share - not Lincoln. The MKS' only competition is the Audi A5/A6? You're crazy. Buyers will compare the MKS to Acura, Audi, Lexus ES/GS, Hyundai Genesis (yes they already are), Buick, Infiniti (RWD), and Cadillac CTS (excellent).
Lincoln needs to be Ford's premium brand. It should be about much more than stitched leather. It should have the best engines and higher overall performance. Lincoln should kill the Town Car and concede the over 60 buyers to Buick or Lexus.
Mercury really doesn't even deserve to exist. I don't understand why Ford keeps it - unless it becomes the home of the over 60 crowd. Adding a waterfall grill to a Ford isn't enough to distinguish Merc. Merc is 95% the same as a Ford - vehicle for vehicle.
This is so true. Sadly, most younger buyers associate Lincoln and to a lesser extent Cadillac, being an old man's car. Until they go more upscale and shed their old image, they will never be able to really stand out.
This is so true. Sadly, most younger buyers associate Lincoln and to a lesser extent Cadillac, being an old man's car. Until they go more upscale and shed their old image, they will never be able to really stand out.
Cadillac has made some progress doing just that with cars like the CTS and especially the CTS-V. Lincoln's cars are still stodgy and not particularly dynamic by comparison.
This is so true. Sadly, most younger buyers associate Lincoln and to a lesser extent Cadillac, being an old man's car. Until they go more upscale and shed their old image, they will never be able to really stand out.
It has been that way for decades though, and the older population in this country is climbing, think of all those "baby boomers" the car companies need to cater to.
Cadillac has made some progress doing just that with cars like the CTS and especially the CTS-V. Lincoln's cars are still stodgy and not particularly dynamic by comparison.
This I agree with. Lincoln is not really dynamic by any means, they seem to have Buick set in their sights, not Caddy anymore. Lincoln is kicking out some great designs and getting rave reviews, but they offer nothing even as sporty as a base CTS, let alone the V. I dont think theyll ever offer anything like the CTS-V, its just not Lincoln's style these days. And if they did try to go after something like the M5 or the CTS-V, theyd have to borrow a Jaguar platform Id reckon.
This I agree with. Lincoln is not really dynamic by any means, they seem to have Buick set in their sights, not Caddy anymore. Lincoln is kicking out some great designs and getting rave reviews, but they offer nothing even as sporty as a base CTS, let alone the V. I dont think theyll ever offer anything like the CTS-V, its just not Lincoln's style these days. And if they did try to go after something like the M5 or the CTS-V, theyd have to borrow a Jaguar platform Id reckon.
Well, they just sold Jag to Tata; does Ford still have quick easy access to the platforms?
I think you're missing the point of the ads - its highlighting the good stuff on the Taurus that is found on cars costing much more, not saying its on par with them.
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