Lincoln MKZ is the First Step Toward a New Beginning

LincolnLincolnUnited States of America, 1917 > present26 models
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wants to return to its glory days. The brand was once a style icon but that was before many car buyers today were born. CadillacCadillacUnited States of America, 1902 > present79 models
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and foreign brands are bringing ever better luxury cars to the US, and even compact cars are offering levels of luxury that would have been cutting edge 20 years ago. FordFordUnited States of America, 1903 > present92 models
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gave Lincoln its own, independent design studio, which seems like it should have come a long time ago, and it is working to give the brand its own identity. 

The first Lincoln to show the brand's new identity is Lincoln's flagship MKZLincoln MKZ 2United States of America, 2012 > present5 versions
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midsize luxury sedan. It will be offered with either a 2.0-liter EcoBoost engine or a 3.7-liter V6. Later, Lincoln will also add a hybrid. The non-hybrid versions are available as either front-wheel drive or rear-wheel drive. 

While the exterior design is relatively boring, the MKZ offers a massive sunroof that opens to reveal nearly the entire car. The front has two separated grills like the original Lincoln Zephyr. The interior pushed boundaries more with a sweeping center console and push-button transmission. 

Lincoln planned four cars to show its new direction. The MKZ is the first of these, and there will be a new Lincoln each year for the next three years. 

 “The new Lincoln brand will be defined by great new luxury vehicles, such as the new MKZ, that feature quality, unique style with substance and innovative technology. These elements, coupled with a new level of warm, personal and surprising experiences, will enable Lincoln to appeal to today’s new luxury customer," said Ford CEO Alan Mulally. 

Lincoln is also trying to improve its brand experience by instituting Lincoln Host and 24/7 Concierge Service. Interested buyers will be assigned a concierge who will guide them through the buying process. This person will stay with them after the purchase to answer questions and provide help. Lincoln will also allow some buyers to take a new car home with them for a weekend to decide if a new Lincoln is right for them. 

To get these messages out there Lincoln will have a commercial during the Super Bowl for the first time in its 90-year history.