MKZ advertising: Analysis

[pro-five-oh]

http://www.thetruthaboutcars.com/?p=2928

The ad raises an interesting question: does Lincoln’s marketing department have any idea who might want to buy their car?

I think demographic research is a good indicator. But it is still hard to say your tweaked Ford Fusion is everything the ad says it is. Put another way, these ads are better suited to selling the lifestyle of the Town Car.

Thoughts?

[GorgeZeph]

[QUOTE=pro-five-oh;582420][url]
I think demographic research is a good indicator. But it is still hard to say your tweaked Ford Fusion is everything the ad says it is. Put another way, these ads are better suited to selling the lifestyle of the Town Car.

QUOTE]

Ah yes, that's what we've been missing. Inflammatory put downs of the MKZephyr!! It did make for spirited discussions last year. Oh course, the truth is that the MKZ is to the Fusion what the Town Car is to your local police car (Crown Vic). The DNA is there, but they are totally different......

How would you suggest that Lincoln market the product? The point is to evoke desire, so what do you do? I think that "image" spots are appropriate for a luxury car brand. You wouldn't want to see just a list of features presented like so Toyota would you?

There is also the one where the guy swaps his suit for the scare crow's outfit. That targets the market that I see in the MKZ. It's even funny.....

You can't take one spot as an example of the entire marketing effort. Looking at all of the campaign, you begin to see the goal. I do feel that Lincoln is struggling to find its niche. I also think that marketing Lincolns needs to look at the whole experience. The dealerships need to be taken upscale, the advertising needs to be on point, the cars need to be exciting (I think they are getting there), and marketing is much more than TV and print. I got a catalog from Hummer that must have had 50 pages of full color Hummer brand items. That's genius!! People pay to advertise your product, and it builds brand loyalty!!

[pro-five-oh]

You wouldn't want to see just a list of features presented like so Toyota would you?


When was the last time Lexus had an ad based on the car's features? The last ad I saw for the ES350 (MKZ competitor) shows a buncha robots caressing the Lexus' sheetmetal and leather.

Lexus can get away with ads that fog the mind, they are #1 and most everyone has a positive impression of them.

Lincoln has a similar car with optional AWD and more features for less money. Having an ad showing the car's easy to use THX nav/audio system, AWD capability, multiple interior themes and super comfy seats is a good place to start. You can show the selling points and still make an interesting car. To this day, non-car enthusiasts remember the ad of a Mark VIII clearing the metal bars with its self-lowering air suspension. That was a good ad. The MKZ deserves better...

(even if I think its better off with a Mercury badge on it)

[Dana_15]

(even if I think its better off with a Mercury badge on it)


I agree. All the ads I've seen (incl magazines) seem to conflict with each other on what audience they want to cater to....but thats just me.

[DaKat]

To this day, non-car enthusiasts remember the ad of a Mark VIII clearing the metal bars with its self-lowering air suspension. That was a good ad.
Yup. I've got that one stashed somewhere. :cool:

[GorgeZeph]

(even if I think its better off with a Mercury badge on it)

Come on, we just want to see that Milan lady in a Lincoln!! That would help.

I do like the Mercury ads. But if the MKZephyr was a Mercury, this would be Mercurys online......

[v8_dave]

Hahah yea she is bangin! :D

[pro-five-oh]

I do like the Mercury ads. But if the MKZephyr was a Mercury, this would be Mercurys online......

The Mercury Ads are better than the mind-fogging Lincoln ads.

If the MKZ was a Mercury, we wouldn't have this forum. Hmm...since I own both Lincolns and Mercurys, I still think this car is what the Milan should have been so Lincoln can focus on more traditional luxury cars.

[GorgeZeph]

Hmm...since I own both Lincolns and Mercurys, I still think this car is what the Milan should have been so Lincoln can focus on more traditional luxury cars.

TRADITIONAL luxury cars, would that be Lexus like? or traditional BMW? The MKZephyr is as traditional as it gets.... Oh, I know that that doesn't fit the Town Car mode (which I like), but that isn't the core traditional anymore....

Thanks for trying to keep the forum alive... I do miss the spirited banter...

[pro-five-oh]

I miss it too.

Tradition in the Lincoln way. The sad thing is that Lexus is out-Lincolning Lincoln. From what I've seen, the new Lexus LS rides and handles a LOT like a Town Car. Its also much nicer and way more expensive (out of the ballpark?) but I hope you see where I'm going with this. ;)

Lincoln needs to make a poor-man's Lexus LS...i.e., a freshened up Town Car. Let Mercury deal with the ES and Infiniti G35 with something like the MKZ.

[the Andrew]

I miss it too.

Tradition in the Lincoln way. The sad thing is that Lexus is out-Lincolning Lincoln. From what I've seen, the new Lexus LS rides and handles a LOT like a Town Car. Its also much nicer and way more expensive (out of the ballpark?) but I hope you see where I'm going with this. ;)

Lincoln needs to make a poor-man's Lexus LS...i.e., a freshened up Town Car. Let Mercury deal with the ES and Infiniti G35 with something like the MKZ.

TRADITIONAL luxury cars, would that be Lexus like? or traditional BMW? The MKZephyr is as traditional as it gets.... Oh, I know that that doesn't fit the Town Car mode (which I like), but that isn't the core traditional anymore....

Thanks for trying to keep the forum alive... I do miss the spirited banter...

Agreed pro,

Well tradition is the key to those successful companies like Lexus or BMW, the make a product that is familar in every aspect, lexuses rode well in the early 90's and they are still like like that and they still pay attention to copying lots of mercedes and they contiue to sell. And then there's BMW they have BEEN sport sedans for over 30 years, they continue to do so so people come back and buy another. The problem that I see with lincoln which used to be on top stayed there while other companies got better, the 90 towncar was car of the year BECAUSE it was better than the rest. What Lincoln needs is that tradition of being on top, the Mark series is being rebirthed But not like it used to be, The four whell air suspension on the markVIII was a great feature, BUT you probably won't see that on a lincoln anymore, not for a lond time, even the new navigators have shed air suspension for coils. AND the towncar could be a better competitor with only minor changes, MORE POWER and an AWD system, they'd sell like hot cakes. Sure AWD on the current platform woild be difficult but it they did it people would notice. The "NEW" MKZ is cool but the speedo should go to 160 and the AWD should be standard, the new crossovers are what the are, still lincoln doesn't have a car to compete with the Caddi STS or XLR and I know and the People on this forum would know lincoln could do it better. Imagine a mark9 as the XLR competitor a 5.4 from the GT would be sweet. And finally the cutting of the towncar, that's just saying to limo companies, "Your not allowed to have reliable cars" it's plain stupid. Lincoln needs to do it's own thing for a while to get where it needs to go, and for the love of christ make the lincoln before the ford.