Lincoln mulling compact sedan to slot in below MKZ
Automotive News sat down with Derrick Kuzak, Lincoln's product development chief, to discuss what lies ahead for Ford's erstwhile luxury marque, and Kuzak was quoted as saying, "We do think that there is room for a smaller car in the Lincoln brand," but he was unable to provide any hard details on what – if anything – is planned.
Lincoln surely has a slot to fill below the MKZ sedan (think 1-series or compact Caddy competitor), but Kuzak said in the past that Mercury will be repositioned to fill the gap between Ford and Lincoln, with a focus on smaller, premium cars. If that plan has any chance of success, Lincoln has no business getting into the compact marketplace. Ford's mid-level luxury brands are in desperate need of definition, but brand overlap seems to be de rigueur for the domestics, and if a compact Lincoln comes to fruition the cannibalization will continue unabated.
[Source: Automotive News – Sub. Req.]
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Reader Comments (Page 1 of 2)
Infinihertz 2:09PM (9/04/2008)
I'm confused. The MKZ is already smaller than the MKS. AFAIK that isn't going anywhere.
I think it'd be cool to have something smaller than the MKZ, but if that's Mercury's new job then I agree with Autoblog that it's a bad idea. And honestly for the price premium I'd almost certainly pick a new small Mercury than a new small Lincoln anyway.
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EXP Jawa 2:20PM (9/04/2008)
Same here - they already have the MKZ. Unless, I suppose, they mean something between the MKZ and MKS. But that doesn't make much sense either... Lincoln should focus on making the MKS a success, the MKZ something that buyers actually want, and leave the smaller size classes to Mercury...
Dark Horse 07 2:12PM (9/04/2008)
The picture they have for that Lincoln is wonderful at least from the front. That looks like luxury car! Now if they can get the rest of the car right and restore Lincoln to glory or hell at least to able to compete in the segment. But I love that front end.
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John 2:47PM (9/04/2008)
That photo is actually the MKZ concept.
John 2:48PM (9/04/2008)
Ahh I meant the MKT concept.
rubyred 2:55PM (9/04/2008)
That grill is from the MKR concept soon to be on the 2010 MKZ, I love it. I would like to see the MKZ have a hybrid version.
Gregg 3:39PM (9/04/2008)
I've seen the 2010 MKZ grill and I can assure you it is a very pale imitation of the MKR concept grill above. Very careful, very cautious. So it still looks like a Fusion with a quasi-Lincoln grill. No way to build interest in an entry level Lincoln.
Nellydesign 3:53PM (9/04/2008)
The new MKZ grill has the same level of interest and refinement as the concept. In fact it is better executed in and of itself than the MKS grill, since the MKS grill was thrown on at the last minute. The rest of the MKZ is the problem but what do you expect with a mid cycle refresh. The new grill is merely to align it with other vehicles in the brand. Ford has already stated that future Lincolns will sport completely different sheet metal than Fords so prepare to be blown away by the next all new MKZ. Wish you guys could see the next Taurus and Focus. The Focus especially blows everything in it's class out of the water. I can't wait.
mike g 1:23AM (9/05/2008)
So we waited 5 years for a new Lincoln sedan that looks like a Mitsubishi Galant rental fleet car? Gross.
Eric Liberatore 2:18PM (9/04/2008)
"Mercury will be repositioned to fill the gap between Ford and Lincoln"
There's a gap?
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Joel_M 2:44PM (9/04/2008)
If and I doubt this will happen if Lincoln can use the Volvo C30 and Lincoln-ize it then maybe. If Lincoln can have a dramatically looking small car to go head to head with the Mini and Fiat 500 (if it comes to the US) then yes they should.
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John 2:50PM (9/04/2008)
I see your point; but I think a car like that would be perfect for the Mercury brand.
Joel_M 2:57PM (9/04/2008)
I've long been a fan of Mercury's having had them as hand me down cars in high school and college but I can't see the brand competing against Mini or even VW. Of course that could change once Mercury starts refocusing on smaller cars. A new Tracer/Lynx based on the European Focus. Then drop the Sable and make the Milan it's biggest car. Bring back the Capri based on the next generation Ford owned Mazda Miata. If Mercury is to be the small car division of Ford it needs several smaller cars. It tried before with the Mazda based Cougar and it failed. It can't be one car.
Jeff 3:39PM (9/04/2008)
"Lincoln-ize the C30" - vinyl roof, white side walls, pontoon ride, mushy brakes and complimentary fedora with purchase. Just kidding, I couldn't resist.
Polly Prissy Pants 2:58PM (9/04/2008)
Job 1 at Lincoln should be to come up with a coherent naming scheme. Nobody knows one MK* from another, and maybe that's the goal, but ultimately it needs to make sense if someone really wants to understand it.
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playdrv4me 3:02PM (9/04/2008)
This article makes no sense, surely you must mean a vehicle to slot below the MKZ/Zephyr not the disappointment that is the MKS. Despite the rising costs of fuel, Lincoln is making a serious mistake in not applying the same kind of passion to their cars that their chief rival Cadillac has been doing for the past 5 years (i.e. V-Series, Escalade, CTS etc.). Instead they just keep churning out worse and worse copies of rehashed existing platforms. At least GM devoted a singular platform just for Cadillac and got three vehicles out of it that have had enjoyed relatively steady sales.
If Lincoln continues on the track it's on today... I dont believe it is going to exist much longer. Ironic, because GM paid Henry Leland only 5.5M for Cadillac waaay back when, while Ford, proving their stupidity since day 1, paid Leland 8M for Lincoln just a few years later.
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Gardiner Westbound 3:06PM (9/04/2008)
The Detroit-3 have brought out a bunch of new cars people won't buy including the Flex, Solstice and most Chrysler products. Wouldn't it make more sense to bring out fewer cars that people will actually pay for?
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Torrent 3:12PM (9/04/2008)
Now all Cadillac needs is an American BLS.
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ronzo 3:27PM (9/04/2008)
I think the decision makers at these companies need to replaced with people who actually know what they're doing...
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Playdrv4me 3:31PM (9/04/2008)
I see we simply replaced the "MKS" flub with "MKZ" rather than using the strike-out feature... naughty naughty!
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