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MKZ Redux for Lincoln

Detroit luxury brand refines and redefines its midsize sedan.

by on Nov.18, 2015

The updated Lincoln MKZ borrows the distinctive new grille introduced on the Continental Concept.

The launch of the MKZ sedan three years ago was a critical move for Lincoln as it set out to reestablish itself as a credible player in the luxury market. The new model was more stylish, more sophisticated, but still fell short of meeting key competitors head-on.

This time, Lincoln isn’t holding back. Taking a number of its design cues from the widely praised Lincoln Continental concept, the upcoming, mid-cycle refresh of the MKZ takes the sedan even more up-market, with an attention to detail normally reserved for import brands like Lexus, Audi or Mercedes-Benz.

Product News!

“We’re closing the gap very, very rapidly,” said Kumar Galhotra, the president of Lincoln Motors, during a sneak preview of the 2017 Lincoln MKZ ahead of its official unveiling at the L.A. Auto Show.

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Forward Into the Past for Newly Renamed Lincoln Motor Co.

Old name for a newly updated brand.

by on Dec.03, 2012

Lincoln launches its name change -- and the new MKZ -- with a new multimedia campaign.

What difference does a name make? No, that’s not the beginning of an essay on Shakespeare, though Ford is hoping a new name for its long-struggling Lincoln brand will make it smell as sweet as a rose.

The Detroit luxury marque is taking a step forward into the past by reviving the name it first had back in 1922, the Lincoln Motor Co.  Ford officials are hoping that the subtle change – which it plans to heavily promote as part of a new multimedia ad campaign – will help signal the broader changes coming at Lincoln, starting with the launch of the new MKZ sedan.

Back from the Jungle!

“Befitting this new chapter in the life of Lincoln we are making a complete new start in every aspect of consumer communication to emotionally welcome our new target customer into our brand,” said Matt VanDyke, Director of Global Lincoln Brand.

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Lincoln Hopes MKT Can Replace Town Car

Special edition earmarked for fleet use.

by on Nov.22, 2011

A Town Car by any other name? Lincoln will offer a Town Car version of the 2013 MKT crossover.

The Lincoln Town Car is coming back to life – though long-town limo fans may not immediately recognize the replacement.

With its long-in-the-tooth Town Car now out of production Lincoln has been looking at the prospect of losing its long-time grip on the so-called “black car” market.  But it’s hoping to regain a dominant position in the livery world with the addition of a special version of its newly-updated MKT crossover vehicle.

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Ford’s luxury division will attempt to win back limo companies and other customers by emphasizing the roominess of the MKT as well as its all-weather capabilities, a potential advantage over the old rear-wheel-drive Town Car sedan.

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Updated MKS, MKT Only Begin Lincoln Makeover

Real change comes in January with next-gen Lincoln MKZ.

by on Nov.18, 2011

The transformation of Lincoln design gets underway with the LA unveiling of the 2013 MKS.

Hoping to turn its long-lagging Lincoln brand into a serious luxury contender, the upscale Ford division brought two important updates to the L.A. Auto Show that mark what officials call “truly the beginning” of Lincoln’s transformation.

The updates to the 2013 Lincoln MKS and MKT are relatively modest, with the sedan and crossover getting updates fascias and grilles, new wheels and modest improvements in performance and fuel economy. They’re also getting the updated versions of the MyLincolnTouch systems designed to address criticism of the infotainment technology.

Your Auto Show Source!

But company officials confirmed that the big news for Lincoln won’t be revealed until January at the North American International Auto Show.  TheDetroitBureau.com has learned that the centerpiece will be an all-new version of the Lincoln MKZ. The brand’s entry-luxury sedan will get an all-new look showcasing Lincoln’s new design language.  And, among other things, Lincoln will abandon its well-known “waterfall” grille.  The maker is also working on an all-glass roof that can operate like a convertible top, as well.

“This is truly marking the beginning” for Lincoln’s design renaissance, said Max Wolff, the brand’s chief designer, following the debut of the new MKS and MKT models.

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New Look for Lincoln Coming to LA Auto Show

New design language will debut on MKS, MKT Updates.

by on Nov.11, 2011

Lincoln will introduce two updated models in LA, both revealing the luxury maker's new design language.

The upcoming L.A. Auto Show could mark a critical transition point for Lincoln.  Struggling to regain its position in the luxury automotive hierarchy, Ford’s upscale brand plans to use the event to unveil what it describes as a new design language for future products that will better distinguish them from down-market Ford kin.

That will begin with the redesigned Lincoln MKS and MKT models, both of which are on the docket to debut at L.A.’s Staple’s Center next week.

The Final Word!

The new design theme, Lincoln proclaims, is more “forward-looking and more elegantly crafted” than what we’ve been seeing in recent years, with most Lincolns little more than tarted-up Ford models.  But just how much further the automaker will go beyond basic body design remains to be seen.

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