Earlier this month in our first drive of the 2015 MKC, we told you that Lincoln finally had a new vehicle in its arsenal worth crowing about. So with the compact premium crossover now finding its way into dealers, why aren't you seeing its likeness plastered on billboards and barraging you on television? It's because Lincoln is "holding some powder."

Those are the words of Lincoln's global director, Matt VanDyke, who tells Autoblog that the company is holstering some of its marketing guns because it's keen to avoid repeating the ill-timed efforts that blighted its last rollout, the MKZ. That vehicle's launch early last year was beset by various delays related to manufacturing and quality. The cadence issue was so dire that by the time the model reached showrooms in volume, Lincoln had already blown most of its budget on things like Super Bowl ads that ran weeks or even months before customers could check one out in person. It was a particularly trying series of events for parent Ford because the MKZ and its oversized marketing spend were charged with relaunching the Lincoln brand to the public.

Keen to avoid repeating the same timing issue and mindful of consumers' habits at this time of year, Lincoln is taking a different strategy with the MKC. According to VanDyke, "What we don't want to do is try and fight the summertime – people using television being down, and other mass media when school's out. New television shows aren't on." Of course, that doesn't mean Lincoln is sitting idle. VanDyke says, "By no means are we quiet during the next 90 days. This year, we're going to really spend the next 60 to 90 days using digital and social media, in-theater advertising and the like, and once we have full availability at dealerships, we'll really ramp up the advertising later on in the summer." Part of that early media effort includes immersive digital marketing like Lincoln's clever Dream Rides web experience.

So while you may not be seeing any 2015 Lincoln MKC commercials while you're watching your favorite primetime sitcom, know this: they're coming.


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    • 1 Second Ago
  • 77 Comments
      That Guy
      • 6 Months Ago
      Funny looking Escape...
        preve
        • 6 Months Ago
        @That Guy
        The MKC truly ISN'T a rebadged ford escape,there isn't anything shared with the escape except for the platform and the suspension (even Lincoln has tuned the suspension to differenciate it from the escape), even the exterior and interior is ALL NEW dude.
          Jon
          • 6 Months Ago
          @preve
          I read a article with both the escape and MKC pictured & parked side by side, they look nothing alike.
        ebn.hahn
        • 6 Months Ago
        @That Guy
        Are'nt you tired of this Ford thing *******!!!???. The Lincoln MKC is as much a FORD Escape as the Audi Q3 is VW Tiquan! , Cadillac XRS as Chevy Equinux, Infinty QX as Nissan Pathfinder.... Just Shut the @#$% Up Loooooser....
      churchmotor
      • 6 Months Ago
      The Nissan Murano in the article below is so much better looking inside and out.
        Revis Goodworth
        • 6 Months Ago
        @churchmotor
        You've got to be kidding. The Murano is a hideous and over done product. Typical of most Nissan CUV's, it is hideous. I generally like Nissan cars though sometimes they have tacky elements. But they are no where as offensive as the overrated products from Honduh and Toyoduh.
        preve
        • 6 Months Ago
        @churchmotor
        at least the MKC and Murano wasn't boring to look at compared to Acura MDX and RDX
          • 6 Months Ago
          @preve
          [blocked]
      churchmotor
      • 6 Months Ago
      Shocking stat, this has same cargo space as the tiny Honda Fit.
        Phil Klosterman
        • 4 Months Ago
        @churchmotor
        churchmotor a swing and a miss "shocking"
        speeddanimal
        • 6 Months Ago
        @churchmotor
        Honda Fit Cargo Capacity: 16.6 Cubic Feet Lincoln MKC Cargo Capacity: 25.2 Cubic Feet Neither are cavernous, but its hard to say they are the same when the Lincoln is 52% larger.
          • 6 Months Ago
          @speeddanimal
          [blocked]
          churchmotor
          • 6 Months Ago
          @speeddanimal
          LOL, fold those seats and compare the numbers.
        cpmanx
        • 6 Months Ago
        @churchmotor
        Anyway, it's a completely irrelevant comparison since they are totally different kinds of vehicles and nobody will be cross shopping the two. Compare the MKC cargo space with that of the Mercedes GLK and the Audi Q5. They're all pretty close.
      Bill
      • 6 Months Ago
      This was probably already mentioned in the First Drive post, but if you're gonna drive an automatic, pushbuttons with flippers make a heck of a lot of sense. Why waste the real estate on a floor shifter that has no real mechanical purpose anyway?
        Winnie Jenkems
        • 6 Months Ago
        @Bill
        Push buttons are a gimmick; might as well give me a column shift
          That Guy
          • 6 Months Ago
          @Winnie Jenkems
          I've seen pickup trucks with more luxurious shifters. Rotory knob is nice, push buttons are cheap.
          Jon
          • 6 Months Ago
          @Winnie Jenkems
          I thought the people on here were "car guys". Some of you like to knock brands that your not fans of, which is fine, but give credit where it's due, if your really a "car guy". The so called "gimmicky" product thing makes no sense, either a person wants a large roof or they don't, I think a large glass roof is a nice option. The push button, knob shifters are not my taste, however, I understand why they do it. Unlike the so called "car guy" claims of gimmick, I understand people like the space for these new large phones and other knick knacks.
          carguy1701
          • 6 Months Ago
          @Winnie Jenkems
          >Rotory knob is nice Funny, the Jag knob has been called 'gimmicky' in recent tests of cars so equipped. That's probably why the F-type has a conventional (thought still fully electronic) lever, and I wouldn't be surprised if the 3-series/C-class/A4/ATS/IS fighter they're developing (which, to my understanding, uses the F-type platform) is the same way. It'll be interesting to see how these non-traditional designs hold up over time. The earliest E65 7ers had flimsy selectors that broke easily (it happened to my dad a few times), and BMW evidently thought it bad enough that they went back to a console mounted lever when the 7er was redesigned for 2008.
      Avinash Machado
      • 6 Months Ago
      Hope this car will be a hit.
      fpb300
      • 6 Months Ago
      Though it is a product by Ford, The designer of the MKZ seems to have worked for GM. It seems to be reminiscent of a defunct GM division.
        BodyBlue
        • 6 Months Ago
        @fpb300
        Really? PROVE IT .......post some pics comparing current Ford products with past GM divisions or STFU, drone.
      churchmotor
      • 6 Months Ago
      Lincoln needs to hire an interior designer, this thing is horrid.
        andrite36
        • 6 Months Ago
        @churchmotor
        Agreed. For some reason I always get peeved when a designer can't make an effort with the air vents. Square plastic... no different from every entry level car. Mercedes round metallic-ish vents make me want to touch them.
        merlot066
        • 6 Months Ago
        @churchmotor
        Any particular reason you're calling out Lincoln besides you being a moron? If you want to see hideous and/or uninspired interiors look to Acura ("luxury") or Toyota (mainstream).
          merlot066
          • 6 Months Ago
          @merlot066
          You also called out Lincoln on a post about NISSAN. NISSAN IS NOT LINCOLN.
          churchmotor
          • 6 Months Ago
          @merlot066
          I'll type slowly for you, THIS IS A THREAD ABOUT LINCOLN.
        carguy1701
        • 6 Months Ago
        @churchmotor
        Funny, I was just thinking that Honda needs to do the same thing as well. They can start with the horrible two screen infotainment system in the Accord (what moron thought that was a smart idea, seriously?).
      David
      • 6 Months Ago
      It seems to me like those pushbuttons would get awfully tedious in doing a multiple-point turn. Perhaps even dangerous during an emergency back-up, with a flustered driver?
        Luke
        • 6 Months Ago
        @David
        Really? That's the best you can come up with?
          carguy1701
          • 6 Months Ago
          @Luke
          I can see it becoming a hassle for someone who is used to a center console mounted lever (as most drivers are).
        BodyBlue
        • 6 Months Ago
        @David
        Wow, "dangerous" ????????????????? What kind of crack are you on to come up with this crap? OH, I know, you are either a fanboi or a paid blogger.
      tj.james8
      • 6 Months Ago
      The MKC is a sharp vehicle that will do very well and add to the success Lincoln is seeing with the MKZ.
      Michael Scoffield
      • 6 Months Ago
      By this time next year Lincoln will be topping 10 000 units a month. Mark my words!
      Teleny411
      • 6 Months Ago
      While I still HATE the grill, this is s great step forward for Lincoln,
        Pavel
        • 6 Months Ago
        @Teleny411
        I've gotta think there's one Ford exec that keeps pushing the hideous grilles with some nonsensical "brand identity" arguments, same way that happened at Subaru (some guy high up pushed those tribeca, 07 wrx fugly grilles). Otherwise it makes no sense why they keep pushing those things. There simply is a difference between retro inspired design elements (vertical tails on Cadillacs) and taking a piece of '39 Zephyr and pasting it on new designs. I mean, you don't see cadillac putting tail fins on the new CTS.
      MayTheBestCarWin05
      • 6 Months Ago
      Smart. Only fools make the same Mistake twice. I'm hoping it's coming eventually, I want Lincoln to just give us a sporty RWD sedan based off the new mustang. They NEED it. Not for volume but to regain prestige and respect.
        dodge
        • 6 Months Ago
        @MayTheBestCarWin05
        Last I heard they wanted to use the Mustang platform for a RWD flagship sedan. But that was a while ago.
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