If Lincoln marches forward into production with the MKS, it will have to sell on performance, features, and inevitably price in
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| If Lincoln marches forward into production with the MKS, it will have to sell on performance, features, and inevitably price in order to beat the Japanese at their own game. (Photo: Ford Motor Company of Canada) |
order to beat the Japanese at their own game. Selling on performance is a tough racket, as Lexus at least, is well ahead of Lincoln at this point and even when the new Lincoln arrives with its expected 315-horsepower V8 mated to a state-of-the-art six-speed automatic and "intelligent" all-wheel drivetrain, Lexus will be launching an even more powerful V8 for its upcoming LS, which will also be fitted into its V8-powered GS. As for all-wheel drive, it hasn't proven popular at the top end of the market, just look at Audi's lackluster A8 sales. At the same time, the Japanese automaker's performance-optimized hybrid powertrains are a class above anything even Europe has to offer, although Ford is ahead of most rivals when it comes to hybrid technology so something similar to what Lexus will soon offer, the GS 450h being the brand's first production hybrid car, could be offered in future Lincoln models.
Selling
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| Selling interior design normally only works on people who are already at the dealership taking a closer look at the car in question. (Photo: Ford Motor Company of Canada) |
on features is an even weaker prospect than selling on performance, as such a ploy, like interior design, normally only works on people who are already at the dealership taking a closer look at the car in question, unless a car brand is selling something much better equipped than its rivals for a much lower price. This, of course, reduces profit margins, making a brand's overall success less of a guarantee. The MKS includes some pretty high-end features, mind you, such as heated and cooled seats with 14-way power adjustments, a panoramic glass sunroof, adaptive LED lighting, a navigation system, Bluetooth connectivity and a DVD-audio surround sound system. Of course, while top-tier, all of these features are available with most rival premium luxury models already - nothing breakthrough at all. It is entirely possible however, that Lincoln is holding something back for the introduction of its production MKS.
As difficult as selling features, selling on price, or even worse, profit gouging incentives, is a lousy way to gain market share, something Chrysler hasn't had to do a great deal of with its 300C due to its wholly unique styling, powerful HEMI V8 engines, full-load of features and competitive MSRP, but on the contrary, something Lincoln has used to entice prospective LS buyers into showrooms.
