Launching an all-new car is no easy task. Case in point is the 2013 Lincoln MKZ, introduced with the fanfare of a major nationwide marketing campaign, including expensive Super Bowl ads, just as Ford was curbing production over potential quality issues. The resulting mess was nothing short of a nightmare for any automaker – customers visiting dealerships looking for cars that hadn't been delivered yet. Disappointed buyers walked out of Lincoln retailers without new keys in their hands, or switched to a competing brand to fill empty spaces in their driveways.

The impact was painful, as Lincoln's sales in January and February of this year were among the lowest it has recorded in more than a quarter century. Even though March looked a bit brighter, with the supply crisis reportedly over (there are 3,000 units in transit and production is approaching 200 units per day) the automaker is reportedly studying the feasibility of giving its pivotal MKZ the launch it originally deserved.

According to TheDetroitBureau.com, putting the MKZ back on consumer's radar could cost Ford tens of millions of dollars, but that kind of investment may be warranted if potential buyers have forgotten about the new model... or worse, if they have forgotten about Lincoln.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 146 Comments
      JDubbs115
      • 1 Year Ago
      Has anyone else been receiving MKZ mailings from Lincoln lately? They've definitely been going all out with advertising. They sent me a wall sized photograph in a large tube a month ago and just recently sent me a classy looking pressure pen made of real aluminum. The packaging for both was very unique, and I can only imagine how much money Ford is spending on advertising for this thing. I'm not in the market now but these mailings definitely make me want to go in for a test drive....
      darnswald
      • 1 Year Ago
      I hope they re-launch with a 0% financing package. I\'ll be in the showroom the next day to buy one.
        reasonlogic4u
        • 1 Year Ago
        @darnswald
        Keep in mind that when you take a 0% financing deal instead of a cash rebate, you're just basically paying all of the interest up front. This also takes away any possibility of actually saving money by paying the car off early. The finance companies love it, because they get paid all of the interest right away (you don't really think they're just loaning money out for free, do you?) in the form of the rebates you give up to get the 0%, but it's not usually a good deal for the consumer and it doesn't leave you any options to save money, like refinancing to a lower-rate loan with your credit union. You're usually better of with the rebate so the principle of the loan is lower.
          CJ_313
          • 1 Year Ago
          @reasonlogic4u
          I don't get it. If you take a typical rebate (i.e. $1,500) instead of a 0% interest deal, it seems that you would pay over that amount in interest over the typical 3-5 year loan, even at a relatively low APR. How is getting 0% interest paying all of the interest upfront, when you're only paying for the principle amount every month, albeit at full price?
      mikeybyte1
      • 1 Year Ago
      I didn't think they had stopped advertising it. Ads have continued to run on TV. I saw my first one on the road earlier this week. It is much better looking in person than in pictures. I am looking forward to comparison tests against the Lexus ES and..... what else? Acura TL? That is one of the problems - the limited number of FWD luxury cars. Could you pit an AWD model against an Audi A4 or A6? Will be interesting to see what people cross shop it against as well as what people trade in for old cars.
      Karl Henry
      • 1 Year Ago
      Why not put the 3.5 eco boost as an option with performance upgrades?
      Mark
      • 1 Year Ago
      My neighbor was impressed by the SuperBowls ads....he and his wife went out to look at the MKZ. They couldn't find one, so, bought a Buick instead. Yes, this fiasco did cost Lincoln in wasted advertisement dollars, but, they've disappeared since the SuperBowl. They must relaunch and they need to flood all forms of media with their product, including the upcoming MKC. The MKZ proved it could hold its own, with summer tires, going through the slalom faster than an M5 upsetting all. They just need to shout from the rooftops how good their product is and 'what' it is. I don't know anyone that knows about LincolnDrive...which is a well hidden secret for some reason. Ford better wake up the marketing folks at Lincoln.
      Winnie Jenkems
      • 1 Year Ago
      This is not the car that's going to save Lincoln. I'm sorry, but it just isn't. The MKC, maybe, if they don't deviate from the concept. (People are all over CUVs, and that concept sure is a looker.) But I wouldn't pin my hopes on the MKZ. I saw one at an auto show, and I will say the exterior styling really is much more striking in person (from the rear and sides, especially the rear 3/4 view; the front still looks bloated and bulbous, and that grille is just not working on these cars.) But I was really let down by the interior. While the layout is fine, interior materials are not up to par with other luxury automakers. I was particularly disappointed by the abundance of cheap grey plastic that will scratch easily & not wear well and frankly doesn't belong in a luxury car; this really should be wood. I also hate the collection of touch points that seem to have replaced traditional buttons and switches. I should be able to press and feel these things; I shouldn't have to take my eyes off the road to find them and determine whether or not they have been activated. At this point, I'm eagerly anticipating the MKC, and hoping it will be enough of a sales success to enable Lincoln to start developing a proper RWD sedan.
      express2day
      • 1 Year Ago
      Hopefully Lincoln can regain some of the lost momentum of the past months due to the delays. MKZs finally started arriving at dealerships last month in better quantities and it was one of the fastest selling models for March. It seems most who have seen the car in person and driven it have been impressed. The upcoming MKC should be a big seller for Lincoln too.
      Avinash Machado
      • 1 Year Ago
      Bring back the Zephyr name.
        Mr Sled
        • 1 Year Ago
        @Avinash Machado
        And a car worthy of the name!
          Teleny411
          • 1 Year Ago
          @Mr Sled
          I'd settle for a bad azz rwd mack daddy styled Lincoln Continental. Not this piece of vaguely Toyota looking garbage!
      Brodz
      • 1 Year Ago
      Why would people be interested in this tarted up Fusion, when the Fusion itself is a great car? Ford baffle me. the Exec's there just can't let go of the past.
      carlotta
      • 1 Year Ago
      Lincoln has no supply crisis, it has a demand crisis. These Ford-based Lincolns are losers and anyone above sub-prime knows that.
        Jim
        • 1 Year Ago
        @carlotta
        Guess someone didn\'t read all those articles about the cars being gone over twice to ensure quality
          carlotta
          • 1 Year Ago
          @Jim
          Guess that means all those Fusions must be extra crappy then. Sure thing - Consumer Reports says to avoid them because the Fusion they bought and tested was unusually poorly put together - even for a Ford. Ford is just about the bottom rank in quality across the board.
        Karl Henry
        • 1 Year Ago
        @carlotta
        This car is not for you so go get your Toyota/Lexus!
          Teleny411
          • 1 Year Ago
          @Karl Henry
          Apparently this car is not for anybody and that's a problem for Lincoln.
      alistair.dillingham
      • 1 Year Ago
      When I got home from work yesterday, there was a Lincoln LS parked on the other side of my street, and I walked around it a bit. Even though it was an old and dated design from the 90s-early 2000s, it looked VERY good. No-nonsense styling, no idiotic cow-catchers or pigs with wings, clowns with baloons, and all the rest of it. NO FORD CLONE that one, instead, it was a clone of the MORE upscale and expensive Jag S type. The interior was luxurious AND excellent. The steering wheel had polished wood, AND there was a ton of more polished wood inside, as much as in any Jag! ANd of course great leather seats etc. Now THAT's what a mid-range Lincoln SHOULD BE. And if it really wants to be a luxury brand, they also need a big, RWD, long wheelbnase FLAGSHIP to go against the S and the 7 and the A8s and the LKS460 and the Jag XJ!
        Winnie Jenkems
        • 1 Year Ago
        @alistair.dillingham
        It makes me sad to think what the LS could have been today had Lincoln continued to develop it. We might actually have a bona-fide CTS competitor. It's a shame.
        merlot066
        • 1 Year Ago
        @alistair.dillingham
        Are you the new Black Dynamite or something? Multiple obnoxious negative threads on anything Ford related. The LS was a sweet handling car and I did love the design, especially of the second generation. However, the interior (of the first-gen anyway) was utter crap. A barely softened dashboard, plastic gearshift lever, a pitiful amount of storage are just a few of the things that stand out as I haven't driven one in a while now. And you're forgetting that it was a "clone" of the awkward child Ford Thunderbird. I really doubt you've been in a new MKZ because while the dashboard looks similar in material to the Fusion, the design execution is stunning, the seats are extremely comfortable, and the push-button transmission and open console design make the interior feel much bigger.
          Teleny411
          • 1 Year Ago
          @merlot066
          The ZlS used the same platform as the S-Type. Jaguar continued to develop it and its now the XF. Lincoln really messed up there...
        Victor W. Werke
        • 1 Year Ago
        @alistair.dillingham
        Indeed!
        darnswald
        • 1 Year Ago
        @alistair.dillingham
        After owning a Continental, an LS, and currently an '06 Zephyr (which has been trouble free the whole time I've owned it, (bought it new)), the LS was the worst of the lot by a longshot. Frequently overheating, even on some cool days, & CD changer malfunction too name a few. This year I'll be buying a new "Z". They look beautiful in the pictures, but are even more so in person. Where as the Fusion looks good in the pictures, but a little funky in person. And besides the "Z" has more HP and Options then the Fusion could ever hope for.
      Finklestein
      • 1 Year Ago
      Lincoln just needs to be scrapped. Their sales are in the toilet and they cannot hold a candle to compete with Cadillac. The entire brand could use a reboot.
        John
        • 1 Year Ago
        @Finklestein
        Lincoln's sales are low, but just as every article states, they are at their lowest sales in 30 years or so. That means that sales were lower and Lincoln pulled it together somehow to have their best sales ever (beating Cadillac) in the early 90's. They did it with a refreshed Towncar and new Continental. Yes the market has changed, and their are many more competitors than 20-30 years ago. But it is very possible with new innovative designs Lincoln can come back. It maybe to their advantage sales have tanked. This is a point to start fresh, rebrand itself without the baggage of its old clientele. They do need to do it soon though... here's to hoping the MKZ is just the start.
          Carpinions
          • 1 Year Ago
          @John
          Yeah, but Cadillac wasn't exactly on a roll in the late 80s/early 90s. All their cars still looked and drove like land barges. That's not the case now.
        SatinSheetMetal
        • 1 Year Ago
        @Finklestein
        The MKZ is the reboot.
    • Load More Comments