MKT Stays! - Ford Inside News Community
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post #1 of 25 (permalink) Old 09-21-2018, 01:24 PM Thread Starter
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MKT Stays!

Despite the introduction of Aviator, the MKT will stay in production for the fleet market. As long as it remains profitable and doesn't compromise the availability of factory space for more profitable vehicles, I like this move. That means Aviator won't hit the fleet market, a boost to its premier status.

https://www.carscoops.com/2018/09/li...ators-arrival/

Lincoln is keen on keeping the MKT alive even after its successor, the all-new Aviator, arrives in 2019.
The 9-year-old SUV remains a favorite of livery services so it’s going to stick around for the foreseeable future for fleet buyers to use as a hotel cab or funeral hearse, according to Robert Parker, Lincoln’s marketing manager who spoke to Automotive News.

Lincoln is currently focusing core models like the Navigator and the Aviator on the more profitable retail market, as it doesn’t want to discount them on rental lots. That means that the MKT has still a role to play.

“MKT can fill that role profitably for the company and will for the time being,” Parker said. “We don’t think it negatively impacts the brand.”

The Lincoln MKT is the company’s lowest-volume seller by far, with 1,653 units sold in the U.S. through August, down 22 percent from the same period last year. It’s also Lincoln’s last model that features the old split-wing grille design.

Lincoln will likely not updated it either, with the brand’s executives being fine with the MKT still being available for sale to commercial fleet businesses.

“It has a place,” Parker said. “Just like a long snapper on a football team. Nobody knows their name, or cares, but if he screws up a snap, it’s a bad day.”

The MKT will be replaced by the Lincoln Aviator, which is based on a new rear-drive platform and will be offered with a twin-turbo petrol engine, both on its own and as part of an optional plug-in hybrid powertrain.

Parker added that their research showed that buyers are willing to pay for the range-topping Black Label trims of the Aviator, enabling Lincoln to focus more on retail sales. That means that the new Lincoln Aviator will not go into fleets at a discount, leaving that role to the MKT.

“If you see an Aviator in Denver at a rental-car location,” Parker said, “it’s because they paid us what you would have paid when you bought it.”
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post #2 of 25 (permalink) Old 09-21-2018, 02:07 PM
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Re: MKT Stays!

Eh...

...I'd prefer a basic update to the Flex, which can actually sell a couple thousand units per month on occasion. They're still thick on the roads out here on the West Coast.
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post #3 of 25 (permalink) Old 09-21-2018, 03:18 PM
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Re: MKT Stays!

I hope this means that they will keep the Flex too. I have a 2016 now, and would love to be able to get another in a couple years.
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post #4 of 25 (permalink) Old 09-21-2018, 08:01 PM
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Re: MKT Stays!

If they are going to keep it around, at least update the grill.
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post #5 of 25 (permalink) Old 09-22-2018, 08:55 AM
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Re: MKT Stays!

Quote:
Originally Posted by ZanatWork View Post
Eh...

...I'd prefer a basic update to the Flex, which can actually sell a couple thousand units per month on occasion. They're still thick on the roads out here on the West Coast.
Precisely my thoughts. More Flexes were sold in August than MKT's year-to-date. Ford could update the Flex, add a Platinum trim, and the MKT would become superfluous. Lincoln wouldn't need to worry about the MKT damaging the brand's image, which it will if it sticks around.

I'll say it one more time ... unless it's losing money, killing the Flex is a mistake. it couldn't be more 'white space'.
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post #6 of 25 (permalink) Old 09-22-2018, 10:32 AM
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Re: MKT Stays!

Flex sales are at 14k for the year and over 2,000 for August, compared with MKT with a total year sales of 1,600 and just 200 for August. Clearly Flex is what makes it possible for MKT to stay alive. Flex sales were actually up 6.8% for August. I remember Ford talking about how Flex was a high margin product since the platform is paid for, and customers select higher margin trim levels, and there are many repeat buyers. And Flex(11.3 share) still leads Ford large SUV sales in California, ahead of Expedition(11.2 share) with Yukon at 11.4 share. By comparison, the Explorer has a 12.3 share in the midsize SUV category.

I wonder if Lincoln is doing what is done in China, by having 'classic' models in the lineup that retain the classic look. So MKT will keep it's current look apart from the new Lincoln models. But while the Flex that has always had it's own look keeps that as well, but maybe with interior, exterior refreshing, and drivetrain updates. Possibly the new RWD 10-speed and the new hybrid drivetrain as well. But a Flex Energi model just seems logical, with technology being it's design and marketing focus and higher sales in California.

https://www.cncda.org/wp-content/upl...ng-2Q-2018.pdf
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post #7 of 25 (permalink) Old 09-22-2018, 12:41 PM
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Re: MKT Stays!

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Originally Posted by HotRod View Post
Precisely my thoughts. More Flexes were sold in August than MKT's year-to-date. Ford could update the Flex, add a Platinum trim, and the MKT would become superfluous. Lincoln wouldn't need to worry about the MKT damaging the brand's image, which it will if it sticks around.

I'll say it one more time ... unless it's losing money, killing the Flex is a mistake. it couldn't be more 'white space'.
2019 is the last model year for Flex/MKT. There's no production scheduled beyond that.

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post #8 of 25 (permalink) Old 09-22-2018, 12:56 PM
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Re: MKT Stays!

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Originally Posted by rmc523 View Post
2019 is the last model year for Flex/MKT. There's no production scheduled beyond that.
"Lincoln is keen on keeping the MKT alive even after its successor, the all-new Aviator, arrives in 2019. The 9-year-old SUV remains a favorite of livery services so it’s going to stick around for the foreseeable future for fleet buyers to use as a hotel cab or funeral hearse, according to Robert Parker, Lincoln’s marketing manager who spoke to Automotive News."

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post #9 of 25 (permalink) Old 09-22-2018, 06:54 PM
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Re: MKT Stays!

Nope, production of Flex and MKT conclude with the 2019 MY. MKT fleet is a microscopic business that's shrinking, we're talking maybe 100-200 vehicles a month.

More importantly, all of the technology and drivetrains in those products stop production in the same time frame. They are too obsolete to continue and their parts are about to run out.

Flex is NOT a high margin vehicle, it's cheaper than an Edge and much cheaper than Explorer.

Last edited by Assimilator; 09-22-2018 at 07:01 PM.
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post #10 of 25 (permalink) Old 09-22-2018, 07:09 PM
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Re: MKT Stays!

I am fine with Lincoln staying in the limo business, Lincoln has a great deal of history there. However the MKT needs to go. It has the wrong grille and it's extremely outdated on technology compared to the rest of the lineup.

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