The current gen MKC is, for the most part, a nice looking compact CUV, inside and out and how it performs. But the problem is as I see it, is with it's fit in the market segment. What seems to have happened is that Lincoln took the 40+ 'Quiet Luxury' playbook, and applied it to the C-Segment CUV where the market is the high 20s and low to mid 30s. Nice product, but the wrong audience for maximum penetration.
Which brings up the question, what should Lincoln do with the next gen MKC so it's a better fit for the segment it competes?
Looking at sales since the MKC was launched, the Lexus NX coming late to the game, has dominated the segment with more than double the MKC sales for 2016. The design was polarizing, with many wondering what Lexus was doing. But apparently, Lexus knew what they were doing....targeting the younger market segment directly. This segment is loud and in your face not quiet and reserved which for that demographic = old.
And they don't want anything that represents old.
Which means next gen MKC needs a reboot, inside and out along with a new attitude for Lincoln that can reach that demographic. Which will be a challenge for Lincoln who currently has the 'Quiet Luxury' image has been successful with bringing down the customer demographic from the 70s to the 50s. But as we know, 50 is the new 40 and 40 is the new 30. Which means Lincoln has to find a way to meet the expectations of the 20s and 60+ crowd at the same time.
But to get there Lincoln can't still be 'Quiet Luxury' because that won't reach that 'loud and in your face' demographic. But there may be an easy way to deal with this issue by attaching 'Quiet Luxury' to specific Lincoln models and not to the Lincoln brand itself.
20s to 30s Target Demographic:
MKC(SUV) - Exhilarating Performance
MKZ(Sedan/coupe/convertible) - Exhilarating Performance
MKX - Quiet Luxury / Exhilarating Performance depending on the model/trim
40s+ Target Demographic
Aviator - Quiet Luxurty / Exilarating Performance depending on the model/trim
Continental - Quiet Luxury
Town Car? - Quiet Luxuty
Navigator - Quiet Luxury
Which could mean that next gen MKC should offer a radical approach to the new Lincoln grille.
Even now, the MKC concept seems a bit too tame to reach the demographic where many are moving from luxury sport sedans into luxury sport CUVs.
So what do you think Lincoln should do with the next gen MKC?