MKS Sells 8,600 Units Before Hitting Dealers
Despite the fact that Lincoln's first unique-looking car since the LS bowed for the 2000 model year isn’t due to arrive at dealerships until the end of the month, Lincoln dealers from across the country already pre-sold 8,600 MKS sedans. The new car is expected to be a make-it or break-it vehicle for the luxury brand, which recently only had what many see as dressed-up, more costly Ford products to sell.
"When you look at the Lincolns they have today and what this car represents, there's no question it's a game-changer," said analyst Erich Merkle of IRN Inc in a Detroit News report. Part of the reason the car is selling already has to do with Ford's marketing of the vehicle. At last November's Los Angeles auto show, the automaker laid out its cards on the table, announcing the cost of the base car, at about $38,000, and the pricing of its options. More recently, the MKS made stops at over 300 of the biggest Lincoln dealership to train sales staff and tantalize customers.
The new flagship will also have the difficult mission of attracting younger customers, with Ford hoping to lower the average age of the current flagship buyer, at 72 for the Town Car, to 45 for the MKS. Helping the cause is a high level of technology and content, including the Microsoft-developed Sync multimedia connectivity system, a keyless entry system, and available all-wheel drive system.
Based on the same platform as the Ford Taurus, the MKS will not bear any resemblance to other models in the Ford family. "Everything you can see, feel and touch is unique to Lincoln," said IRN Inc. analyst Erich Merkle.
The flagship will not offer a V8 engine, instead making do with a 3.7-liter V6 that also does duty in the Mazda CX-9 SUV, where it makes 273hp. Some time next year, a twin-turbo version of the engine dubbed Ecotec mated to an all-wheel drive system should provide as much as 400 horsepower.