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No Price Premium For 2011 Lincoln MKZ Hybrid

Move could drive up demand for gas-electric powertrain.

by on Jul.22, 2010

Lincoln plans to offer the hybrid version of its 2011 MKZ for the same price as a standard powertrain.

Lincoln will launch its new 2011 MKZ Hybrid at the same price as the conventionally-powered version of the luxury sedan, the first time an automaker has decided to forego the normal price premium for a gasoline-electric drivetrain.

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The move, which Ford Motor Co. officials suggest will be repeated on other Lincoln hybrids to come, is part of a plan to re-establish Lincoln as a serious competitor in the luxury market, something that has become all the more critical in light of Ford’s recent decision to abandon the mid-range Mercury brand, with which Lincoln had long been paired.

“We think they (customers) will be even more excited to learn they sacrifice nothing to be able to go green in style,” said John Felice, general manager of Ford and Lincoln Marketing.