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Lincoln Readying Potentially Major Re-launch of MKZ

Production finally approaching “launch levels.”

by on Apr.02, 2013

The new Lincoln MKZ is now at "launch levels."

With production of the new Lincoln MKZ finally approaching “launch levels” after a costly delay in the production of the critical new luxury sedan, parent Ford Motor Co. is studying just how extensive a re-launch will be needed to put the 2013 model back on the radar for potential buyers.

The Lincoln MKZ was supposed to serve as the foundation for the revitalization of the long-struggling luxury brand. But even as the first of the sedans began rolling into showrooms late last year, Ford decided to curb production, worrying that the MKZ could fall victim to the same snags that resulted in quality problems and recalls for other new 2013 models, such as the Ford Fusion sedan and Escape crossover.

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The problem, admitted marketing chief Jim Farley, is that the carmaker went ahead with a major nationwide marketing campaign, including several costly Super Bowl spots, even without product in the showroom. That left dealers unable to serve potential buyers – some of whom are still waiting while others likely switched to competing brands.

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BMW, Mercedes Chase U.S. Luxury Sales Crown

For 1st time, two German makers vie for lead.

by on Dec.05, 2011

Mercedes is hoping the new C-Class Coupe will generate enough sales to give it a boost over BMW.

For the first time ever, two German camakers, Mercedes-Benz and BMW, are dueling for the honor of being the top luxury brand in the United States.

Lexus, Toyota’s high-line marque, has held the title for the past several years. But it is expected to surrender the title as the best-selling luxury brand in the U.S. — the world’s  largest market for expensive cars – due to production cuts resulting from the March earthquake and tsunami that devastated Japan.

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“I anticipate Lexus will push its iconic ‘December to Remember’ message hard next month in the hopes of closing the gap with Mercedes-Benz and BMW,” said Jessica Caldwell,  the senior analyst at Edmunds.com, “though there is no chance Lexus will keep its leader status this year.”

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