2013 Lincoln MKZ

Lincoln MKZ: Or How to Botch a New Car Launch

2013 Lincoln MKZ Rear Three Quarters View1 1024x640 image

Lincoln has sunk to its lowest point in about three decades, and that’s in no small part due to the miserable introduction of the 2013 Lincoln MKZ. It looks like a luxury car should, and while Infiniti Lately? [Opinion]” href=”http://blogs.automotive.com/how-to-revive-a-luxury-brand-or-lincoln-have-you-seen-infiniti-lately-125399.html” target=”_blank”>there have been those of use who’ve criticized its purpose in the future of the brand, it has every reason to be a smash success in the present. But it isn’t. Last month in its first full month, it sold 2,360 units, which is down significantly from the old car’s 2,932. This, clearly, shouldn’t be the case. What happened? There have been issues getting quality in line in the Mexican plant where the MKZ is assembled. Additionally, its big Super Bowl ad campaign was one of the worst-received of the game. Its whole marketing plan has been a mistake. That’s a shame for what should be a decent car, albeit not one that will pull the brand to Cadillac status anytime soon.

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By Jacob Brown