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Sedans Lincoln Zephyr/MKZ Lincoln Zephyr/MKZ
2865 messages, Last post on Dec 02, 2009 at 6:02 AM
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Replying to: gregg_vw (Aug 24, 2009 5:24 am) I think Ford will have to wait for the Fusion/Mondeo merger where we'll see a new U.S. plant in addition to Hermosillo and we'll see the Milan dropped and the Fusion move upmarket some (just like the Taurus). That will allow the MKZ to also move upmarket with unique sheetmetal and Lincoln's best gadgets and powertrains.
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Replying to: gregg_vw (Aug 24, 2009 5:24 am) Ford did take my advice on one thing. Late this summer an "Executive Appearance Package" will be available for the MKZ. Among other things, it includes upgraded seating, new door trim (hopefully getting rid of that black vinyl overload) and a wood console. This will certainly help out with the interior but, you are going to have to pay for it. I'm going to get 2010 something or other and would consider an MKZ. The problem, though, is that I want a nice stereo and Nav. Since I don't like the std interior I would have to opt for the upgrade which would bring the MKZ in at about $42K! THIS IS NOT A $42,000 CAR!!! AIN'T GOING TO HAPPEN! My advice to Ford - make the interior upgrade pkg std and offer a $2,500 rebate. The MKZ is competitive in many ways. It is not competitive in name recognition, cachet, image, perception, prestige or whatever you want to call it and unfortunately, those things are very important at that price point.
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Replying to: tiger16 (Aug 24, 2009 6:40 am)
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Replying to: brucelinc (Aug 24, 2009 7:00 am) |
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Replying to: tiger16 (Aug 24, 2009 7:16 am) There are obviously discounts to be had on an MKZ and there may be rebates at some point. Earlier this summer, local dealers were advertising 2009s for around $26,000, IIRC. However, I kind of like the idea of limiting inventory, pricing cars reasonably with minimal need for rebates, and making profit. |
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Replying to: akirby (Aug 24, 2009 6:13 am) Yes, Allen, that is all well and good. However, it makes my point too. Well before auto sales tanked, and going back to the tail end of the era when Lincoln was doing well, they only issued concepts they had no intention of building. Now, Bill Ford may have hated Lincoln--I don't know--but the Continental, Navicross, Mark X, etc. were given no chance of production precisely at the time Lincoln really needed some new metal. The Zephyr/MKZ was a total afterthought (after everyone was saying, OMG we got nothin'). For the first couple years of its production, it really showed. No, Ford wouldn't need to build any MKZs, as the capacity could be used fully for Fusions and Milans. But what poor planning. With as much hurt as Cadillac is in now, where would they be if they had decided to use a bit of excess Malibu capacity to build a tarted up Chevrolet into a Cadillac? If Lincoln had actually invested in a dedicated mid-sizer as Cadillac did, I daresay Lincoln would have been doing significantly better than Cadillac these past 4-5 years. As long as MKZ is really not necessary to Ford's bottom line (and it is not), Lincoln will continue to suffer lower sales.
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Replying to: gregg_vw (Aug 24, 2009 8:15 am) But what poor planning. Exactly. Mulally and the new regime changed all that thinking 2 years ago but as we've discussed over and over they have to fix the volume brand first before they can fix Lincoln. Ford can't survive if they don't fix the core brand so Lincoln will just have to get by on table scraps until then. Even so, there are a few good signs that Lincoln is headed in the right direction: 100% unique sheetmetal for the MKS new interior for the MKZ (not usually done on a mid cycle refresh) New MKS tech features (adaptive cruise, park assist, etc.) |
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Replying to: tiger16 (Aug 24, 2009 7:16 am) What good does it do to jack up rebates just to get sales volume unless you're temporarily overstocked? That's what got Ford in this trouble to start with - making too many cars and putting too much money on the hood. That kills resale value. What Ford is doing now is cutting production to match demand so that they don't have to put cash on the hood. Putting cash on the hood is not the answer to sustainable profitability. Any extra plant capacity not used by the MKZ can be filled with Fusions and Milans which are selling quite well.
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I recently (finally) saw my first MKS on the parking lot. What immediately draw my attention –“Ford store San-Leandro” slapped on the back (on the license plate) of the trunk. It was hilarious. This kind of stuff immediately devalues any Lincoln cachet in my mind and begs for big discounts to make price comparable with Ford Fusion. Why? Because there are no standalone Lincoln-Mercury dealerships in SF Bay area anymore. How can you imagine Silicon Valley and SF types who used to buy BMWs and Porches suddenly ecide to go to Ford dealership’s to buy presumably “luxury” car. Even though they know that Lincolns are just more expensive versions of Ford models neverless. Even Honda has dedicated Acura-only dealerships. But even when there were separate Lincoln-Mercury dealerships – they were in worse shape than Ford dealerships. So may be by merging with Ford dealerships Lincoln-Mercury actually went UPSCALE. I remember several years time ago shopping at Sunnyvale Lincoln-Mercury and sales consultant offered me to buy Kia (it was actually Lincoln-Mercury-Kia!). Insulted I left dealership immediately. Even My son refused to consider Huiday, let alone Kia, when we were shopping for his first new car.
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Replying to: savetheland (Aug 24, 2009 5:48 pm) |
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