Mercury Dies So That Lincoln May Live

We pretty much did our post-mortem of Mercury five days early...running down the cause(s) of the impending death.

So what happens now? Well, Ford says they're going to devote their energies into revitalizing their Lincoln brand.

On paper, this makes a bunch of sense. The successful model for car sales is one mainstream brand, one luxury (think Toyota/Lexus)...with no definable space for a "middle" brand (GM is bucking that wisdom by keeping Buick).

But where exactly is Ford taking Lincoln? Part of the problem is that for all the talk of how Mercury was done in by being nothing more than some re-badged Fords, it's hard to say Lincoln's in much better shape (the MKZ is a Fusion, the MKX an Edge, the MKS a last-gen Taurus and the MKT a Flex...though those last two are pretty well disguised).

Unique products? Well, there's the Town Car...but that's a dinosaur headed to extinction with no plans for a replacement. Oh, yeah...and they still sell the Navigator. Just not many of them.

Ford says a small car (based on the next Focus) that was supposed to be a Mercury will now be a Lincoln.

Depends on how they do that...but it sounds a little down-market for where Lincoln needs to be.

The TireKicker take? Lincoln needs to take serious aim at Cadillac. They need one car at least as good as the CTS. A CTS-V competitor would have to follow. And, you may have noticed, the CTS is not a re-badged Chevrolet. They need a larger sedan to do battle with the DTS/STS replacement that's coming. They need a crossover to compete with the SRX.  And, if there's a market for a premium sedan below the CTS in the U.S., Lincoln needs to play there, too.

Until and unless the Ford Expedition becomes as good as or better than the Chevy Suburban, Lincoln doesn't need to go chasing the Escalade (especially not the pickup version).

All this means engines, materials, and enthusiasm well beyond what we've seen from Lincoln before...plus a promotion budget to get the message across to buyers (it's been 10 years since Cadillac claimed "Breakthrough" with Led Zeppelin and they're just starting to see the results). And that's going to be way more than combining the money devoted to Lincoln now with what they would have spent on Mercury.

The situation calls for a world-class luxury brand. And until and unless Ford gets that, Lincoln's in danger of being a more expensive Mercury.

Read More

Lincoln Hybrid MKZ Unveil At NYC Auto Show

Lexus is rolling out the hybrids, so why not Lincoln? Expect an announcement this week at the New York Auto Show that there will be a 2011 Lincoln MKZ Hybrid.

Not that big a stretch, really...given that the MKZ is a derivative of the Ford Fusion and Mercury Milan, both of which have hybrid models. We loved the Milan Hybrid...but will the MKZ be different enough to justify the Lincoln price tag?

The Detroit News talked to at least one analyst who isn't so sure. Story here.

Read More

Lincoln MKZ Review

Refinement.

Sometimes that's all a car needs.

Three years ago, the Lincoln MKZ (briefly named "Zephyr") was a gussied-up Ford Fusion...not bad...but certainly not worth an extra ten grand above the Ford. For starters, it looked like a Fusion with a Lincoln grille slapped on. The interior had some Lincoln trim bits, but nothing truly unique.

Well, for 2010, Lincoln gets the message, and its customers get the goods. The MKZ looks, feels, drives and rides completely differently from the Fusion.

A 3.5 liter V6 is standard, as is a 6-speed automatic transmission. The MKZ rides on 17 inch wheels...with 18s optional (as on our tester).



As you can see, the interior is much more luxurious...and the designers have gone a long way toward hiding the common bits the MKZ and the Fusion share.

The test MKZ had a base price of $34,115. Options: The Ultimate Package (THX II sound system, power moonroof, Technology Package and Navigation Package) for $5,595, White Platinum Metallic Tri-Coat Paint ($495) and the Sport Appearance Package (18" wheels, floor mats, interior aluminium trim, leather steering wheel and dual-zone A/C for $795).

Total price: $41,850 (including $850 destination and delivery charge).

And the experience was like driving a 3/4 scale MKS...not a bad thing at all.

Another plus: The EPA mileage estimates are 18 city/27 highway.

I'm not a big fan of re-badges (as someone who lived through the Lincoln Versailles, can you blame me?), but platform sharing is here to stay. It's nice to know there's a right way to do it and people who know how.

Read More