Many media outlets and marketing experts are touting the comeback of several old time brands in 2013, the prominent of which is Lincoln.
I know Lincoln must think I am a prime target for the new model. I own two European luxury cars and while driving one in a gourmet store parking lot recently, a parked MKZ caught my eye. I have always been a car buff so new or distinct cars always catch my eye. What made this experience different was the fact that just as I sslllloowwwly passed the MKZ (not knowing what brand it was) a stunning Afro-American woman appeared from beside the parked car and approached my window.
"Like what you see?" is what I think she said and from there a 20 minute conversation ensued. It was like my own private auto show and I was very intrigued.
When I first was told it was a new Lincoln, I had an instant negative feeling but something said listen a bit more before you make up your mind. (The beautiful woman did not hurt that cause one bit). After my personal visit with the MKZ I was impressed at virtually every turn and thought "wow, this could really give BMW and Audi a run for their money".
The woman who stopped me to talk about the car was part of a strategic effort to reach out to affluent targets (many older than Gen X the supposed target) on a one to one basis to introduce the car before it went public. Intriguing idea. I will admit I would less likely have spent time investigating the new model had it been through traditional new car introductions, (even at the local auto show that took place a few weeks later the presentation of the MKZ was stale and reaked of old school approach--not in a good way).
I don't know if one model can rebuild Lincoln but I am intrigued and probably will go for a test drive to see if the pedal meets the metal. I still have that feeling that Lincoln is an old persons brand and only for town-cars that will be hard to shake, but I am willing to give it a try.
Now, Lincoln has to truly deliver on all fronts to convert Euro lux brand car owners and that will include a vastly upgraded dealer experience and more intriguing models. The Lincoln ad campaign is very sexy and edgy pulling the best of the brand's past reputation for innovation (suicide doors on the sedan in the sixties) into the future, (state of the future technology.)
I will report back after my test drive.
Looking out for you everyday