• Jun 2nd 2008 at 4:01PM
  • 36
Click above for high-res gallery of the 2009 Lincoln MKS

The first 2009 Lincoln MKS is still a couple months away from arriving at your local Lincoln dealer, but Ford has announced that 8,600 customers have already signed up for the all-new sedan. The MKS has garnered this hefty dose of interest no doubt due to Lincoln's new design language, its well-crafted interior and large number of high-tech gizmos, but Ford's marketing team deserves some credit, too. They began their work announcing the sedan's starting price of $37,895 way back in November during the L.A. Auto Show, then followed up by giving would-be customers early access to a build and price tool on the Lincoln website. The marketing team is also reportedly training dealerships to be knowledgeable about the MKS months ahead of the usual timetable, which has helped salesmen secure preorders for the vehicle sight-unseen.

Preorders traditionally happen for high-end trim levels of a model, and the MKS is no different. Sixty-five percent of the 8,600 preorders have been for the high-end "Ultimate Package," which includes features like 19-inch rims, a THX audio system, and navigation system with Travel Link. An MKS with the Ultimate Package goes for $44,180, which means Lincoln's making some money on the MKS before it even shows up for work.

[Source: Ford]



More than 8,600 orders have been placed for the 2009 Lincoln MKS
More than 8,600 orders have been placed for the all-new 2009 Lincoln MKS prior to the vehicle's arrival in dealerships this summer.

The new Lincoln MKS full-size luxury sedan is attracting new buyers with its timeless design, fuel-efficient powertrain and an unparalleled suite of features and technologies.

Pricing for the Lincoln MKS starts at just over $38,000, including destination.

DEARBORN, Mich., June 2, 2008 - More than 8,600 orders have been placed for the 2009 Lincoln MKS, the full-size luxury sedan that doesn't even arrive in dealerships until this summer - with the high-level "Ultimate Package" accounting for 65 percent of early orders.

"People are very excited about this vehicle because it provides the complete package - a striking exterior design, dynamic performance, advanced safety features and a host of amenities not found on other luxury sedans," said Pei-Wen Hsu, Lincoln MKS marketing manager.

In addition to vehicle itself, strong early sales of the MKS are linked to a unique marketing and education campaign that has been running full throttle since the vehicle was unveiled at the 2007 Los Angeles Auto Show in November.

"The MKS is an all-new vehicle for the Lincoln brand, and it's a game changer for us," said Michael Sprague, Lincoln Mercury group marketing manager.
"We knew we had to go to market in a new way and send a signal to our dealers and customers that we're doing business differently," he added.

Breaking tradition, Lincoln announced pricing information and package options at the same time that the MKS debuted at the show, offering customers the opportunity to build and price their ideal vehicle at www.lincoln.com and then immediately place their order at their local dealership. Simultaneously, the team launched an extensive dealer training program, designed to educate sales consultants about the vehicle months ahead of its arrival in showrooms.

"We wanted to provide dealers with plenty of information early on so that they could talk about the product, generate excitement and engage customers," said Hsu. "Because many lease customers want to compare monthly payments before they decide on a new vehicle, it made sense for us to provide them with detailed pricing and incentives so that they could make an informed decision before the vehicle arrives in dealerships this summer."

The strategy is working, according to Tom Arthur, sales manager at Long Beach Lincoln Mercury in Long Beach, Calif. He already has taken an "unusual" 30 pre-orders for the MKS. While some of those customers saw the vehicle at the L.A. Auto Show, most of them obtained information at www.lincoln.com.

"The interest in this car has been huge, and people have been finding a lot of information online," said Arthur. "I think the MKS is going to be big hit for us."

Billy Vaughn, dealer principal at North Park Lincoln Mercury in San Antonio, Texas, says his customers placed orders for the MKS sight unseen, based on information they received from his educated sales staff as well as the web site.

"All of the customers I've talked to have done their homework. They know what's out there in the marketplace, and they're at the top of their game," said Vaughn. "Having materials available and pricing information early on has really helped us keep our customers interested."

Priced just more than $38,000 including destination, the vehicle is loaded with class-exclusive features and options, such as the industry-exclusive SYNC, Easy Fuel™ Capless Fuel Filler System, SecuriCode™ Next-Generation Keypad, a premium THX-certified audio system, 20-inch wheels, heated rear seats and the voice-activated navigation system with SIRIUS Travel Link™. The popular Ultimate Package includes all of the popular technology features.

The Lincoln MKS is powered by a Lincoln-exclusive 3.7-liter V-6 engine mated with a fuel efficient six-speed transmission. The powertrain has been derived from the proven 3.5-liter V-6 found in the Lincoln MKX, which was voted one of Ward's 10 Best Engines for 2007.

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    • 1 Second Ago
      • 7 Years Ago
      I can't help but to be somewhat reminiscent of the old Hyundai XG300/350 when I see the tailights of this beast.
      • 7 Years Ago
      If you look at this car as a tool in Ford's plan to remake the Lincoln division into an upscale, near luxury division (instead of a true luxury division), then the car makes sense and is brand appropriate. What has essentially happened is that Ford has moved Lincoln down market into Mercury's place. Lincoln will now offer upscale vehicles based on Ford platforms instead of Mercury (who, despite Ford Corporation's claims to the contrary, will slowly fade away in the near future). This plan of action regarding Lincoln might not be such a bad idea for the survival of the Lincoln brand or the Ford Corporation. Lincoln hasn't really been competing with the luxury juggernauts (Mercedes/BMW) for quite a while now, so a down market makeover might ensure the division a future place and identity in the market. As long as the MKS is an indication of Ford's future platform sharing philosophy (shared platforms with distinct exterior/interior designs and features), I don't really have a problem with Lincoln's direction. Let's just hope that the next generation MKZ and MKX don't look like rebadged versions of the Fusion and Edge; Lincoln can succeed with this strategy if their products are given unique designs and features. With fuel prices continually increasing, I can even see Ford Corporation developing compact Lincoln products (sedan, coupe-cabrio, and crossover maybe?) on Ford's excellent C1 platform. If they do this, they need to make sure to give the Lincoln products unique, upscale styling and content to ensure that they are accepted and successful in the market. I think it's wise for Ford to focus their concentration on fixing the Ford and Lincoln divisions. It's sad to see Mercury go, but it will be worth it if it allows Ford Corporation to salvage the Ford and Lincoln divisions and supply these two divisions with strong, competitive products.

      If the market recovers and the Ford Corporation is healthy and profitable once again, maybe they can resurrect the Continental name to start a truly competitive luxury division above Lincoln in the future (in the far off future!). For right now, I'm looking forward to the corporation's immediate plans to merge styling/engineering of Ford's U.S. and European studios to offer awesome future products for the U.S. Ford division. If they can successfully do this for the Ford division as well as offer properly upscale and distinct versions on the same platforms for Lincoln, then Ford might have a chance of succeeding with their turnaround efforts.
      • 7 Years Ago
      And by customers they mean Hertz.
        • 7 Years Ago
        Don't forget Enterprise will need a few
      • 7 Years Ago
      i'm not at all surprised.. Lincoln did everything right with this car.. everything. Changing the grille at the last minute was a good decision, IMO. It gives the car some heritage, which is lacked before.
      • 7 Years Ago
      I agree with KT. Theres nothing wrong with this vehicle. It maybe a clone of the new Taurus(yes its a renamed and redone 500! We get it already whiners!), but its still a decent car. You people complain about little stuff way too much. I only have one single pet peeve with this car, its FWD...

      And another thing, check out vehicles before you make cracks about them. This is in line with the STS, and the MKZ is in line with the CTS! What could the CTS possibly have that the MKZ doesnt(besides HUD)! They start at similiar prices, have similiar options, yada yada yada!!! Dont put down the MKZ just because its a rebadged fusion! Its much more than that. And so is this vehicle
      • 7 Years Ago
      Lincoln TL

      • 7 Years Ago
      Coincidentally, there is a MKS driving event in the alley next to my office in DC... even uglier in person.
        • 7 Years Ago
        Coincidentally, there is a MKS driving event in the alley next to my office in DC... even uglier in person."

        That's why they had it in the alley.
      • 7 Years Ago
      Love the car, but isn't THX standard on all Lincolns? 38k is a lot to ask if the base package isn't anything above the ordinary.
        • 7 Years Ago
        the THX sound systems are optional on all lincolns... but they're so worth it... and can't be found on any other brand.
      • 7 Years Ago
      Ahhh, the haters. They almays make me laugh.

      If you don't like the car why even read the post..much less take the time to comment on it.

      Just being negative for the fun of it?

        • 7 Years Ago
        But you too are hating haters, aren't you? if you don't like negative comments, why even read them.
        Reading up on your previous comments, i don't think you are in the position to say what you said in the first place.
      • 7 Years Ago
      I'm no domestic fanboy, but I actually think that this model is going to appeal to the high-end sedan consumer. Some of the styling cues remind me of the Passat, the TL, and even the Aura, but I think Ford pulls it all together into a solid look. If they get the quality to match some of their more recent models, then I think this well sell nicely.

      Of course I still think the new Focus is an abomination, but it seems to be selling well... congrats to Ford on that.
      • 7 Years Ago
      "Design language"? I see nothing new in car.
      • 7 Years Ago
      Me thinks you guys have been drinking too much haterade.
        • 7 Years Ago
        There is no doubt I saw one of these here in Ft.Lauderdale Florida last week.

        I even said to myself "MKS is out?....Very Very Nice in person"
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