Lincoln to compete only in fastest-growing luxury segments

Article by Christian A., on June 18, 2013

Lincoln will compete only in fastest-growing and high-volume luxury segments, Matt VanDyke, Lincoln's global head of marketing, sales and service, said during an investor conference. In his presentation, VanDyke showed a slide that featured the luxury segments expected to gain the fastest in a span of years.

According to the slide, the fastest-growing luxury segment is the compact crossover segment, for which Lincoln already has a candidate. Lincoln unveiled the MKC compact crossover concept at the Detroit auto show in January 2013. The MKC Concept is underpinned by Ford's global compact architecture. Ford, however, has yet to announce when a production version of the MKC will be rolled out to the market.

Once rolled out, the MKC will join the MKZ as the vehicle models spearheading Lincoln’s brand reinvention. Despite a difficult launch plagued by quality glitches and delay, MKZ sales have started to pick up this spring. Next to the luxury compact crossover segment, the second-fastest growing luxury segment belongs to small premium cars, according to the slide.

This hints that Lincoln would field in a small premium sedan in the future, as the brand currently has no offerings in this segment. Lincoln, however, has disclosed no plans to enter that segment, and VanDyke’s slide indicated no such intentions. Two sources familiar with Lincoln's product tone told Automotive News that the brand has no plans to a compact premium sedan.

Almost exactly the same as the Lincoln MKZ Concept displayed at the January 2012 North American International Auto Show, the production version of the 2013 Lincoln MKZ embraces a design ethos that is delicately distinct.

Max Wolff, Lincoln Design director, called the design simple elegance. The company wanted the new MKZ to be appealing and accessible. They shifted away from conventional luxury indications and complicated designs. Lincoln developed a vehicle that is rich and warm, while still keeping everything deliberately controlled.

Lincoln MKZ Exterior

A swooping roofline characterises the new luxury automobile's silhouette. The sharply raked windscreen and elongated backlight allow for a smoother and more continuous look that is ten percent more streamlined than the prior model. Wolff avers that the MKZ form is an ideal fulfilled with only a few lines.

Even though it is dramatically contemporary, the design maintains traditional Lincoln design touches including a more elegant iteration of the split-wing grille, which was first found on the Lincoln Zephyr of 1938.

Rear mirrors sit in sculptured pedestals mounted to the doors. This component allows the front door glass to reach further forward to enhance visibility and to let even more light into the cabin.

The fashioned headlight assemblies come with brilliant, energy-saving LED lights. The front headlamps move in synchronicity with the steering wheel, creating better visibility. In the back, LEDs allowed for a slender, distinct full-width tail light stamp.

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