Lincoln sold 677 units of the 2015 Lincoln MKC compact luxury crossover in May, although most of them are dealer demonstrators and test models. According to Andrew Frick, Lincoln group marketing manager, the brand is all set to make a big advertising campaign for the 2015 Lincoln MKC in September, although a social media campaign is already in place.
He remarked that Lincoln has a media plan that follows the launch curve. Lincoln is already ramping up output of the 2015 MKC at its Louisville site in Kentucky and has delivered some units to dealers. Lincoln is aching to avoid the same mistakes it committed when it launched the 2013 MKZ.
The brand was forced to delay the launch of the MKZ for several months due to quality glitches and parts shortages. While Lincoln advertised the MKZ during the 2013 Super Bowl, dealers were only able to get sufficient amount of the model months after.
“We were early on the MKZ,” Frick said, referring to the ad campaign. Lincoln is already promoting the 2015 MKC through the MKC Dream Rides social media campaign in Facebook and other social media sites. The brand has already posted around 70,000 hits a day on its Web site, thanks to the campaign.
The 2015 Lincoln MKC is the first vehicle to be powered by Ford’s 2.3-liter EcoBoost engine, which is based on the 2.0-liter EcoBoost. Ford has no plans to offer a hybrid version of the MKC. IHS Automotive expects Lincoln to sell between 26,000 and 28,000 MKCs in the US annually.
According to IHS figures, luxury compact crossover segment had nine nameplates in 2013. IHS expects the number to grow up to 20 nameplates by 2018. Lincoln delivered 21 percent more vehicles in the US to 8,845 units.