Lincoln the president was, of course, assassinated in Ford’s Theatre, but it seems like Lincoln the brand will avoid meeting the same fate at Ford’s headquarters—at least for another model year, anyway. That’s because the Blue Oval’s lux division is once again trying to establish a foothold in the premium segments with an all-new vehicle, and this time is doing so with a coherent plan that looks like it just might work.
The starting point is the muscular 2013 Lincoln MKC Concept that debuted recently in Detroit at the North American International Auto Show. It’s a sleek and modern-looking compact crossover that will enter a segment in which there’s as yet no clear leader, while distinguishing itself from potential rivals—and, more importantly, the Ford Escape—with some truly distinctive technology and design cues.
“We are reinventing Lincoln by focusing on the largest and fastest-growing segments of the luxury market, while offering clients something different,” said Jim Farley, executive vice president of Global Marketing, Sales and Service, as well as the Lincoln division. “The just-introduced MKZ re-establishes Lincoln in the largest luxury segment, and the MKC Concept highlights a key opportunity in the fastest-growing part of the luxury market.”
In addition, beyond the benefits of the vehicle itself, the 2013 Lincoln MKC will herald a new era in Lincoln customer service, as dealers across the country are working with the brand to develop exclusive programs that will coddle clients throughout the purchase and ownership experiences.