I rarely start a review with a marketing lesson, but in the case of the Lincoln MKC, it is necessary to understand where this company has been and where it is headed. The four P’s of marketing are Product, Place, Price and Promotion. The lack of product in recent years has been evident in Lincoln dealerships, as they have been forced to sell re-badged Ford vehicles. The MKS is a Taurus, the MKZ is a Fusion, the MKX is an Edge and the MKT is a Flex. In the past, adding wood, leather and Lincoln badge may have worked to move some metal, but today’s luxury car buyer is demanding and Dearborn has taken notice.
PRODUCT – the MKC is the first true Lincoln meaning it’s not just a rebadged Escape. Yes, it shares the Escape’s platform but it was developed at a new facility called the Lincoln Design Center.
PRICE – the MKC has a starting price of around $33,900 which is the lowest among the competitive set which includes the Audi Q5, BMW X3, Mercedes-Benz GLK and others.
PROMOTION – it’s too early to tell, but I’m certain there will soon be an aggressive lease along the lines of $1,999 down and $339 per month.
PLACE – last but not least, is the biggest obstacle for Lincoln, their dealerships. Most are not stand-alone facilities and often mated to a Ford dealership. The majority are in need of big investments to create the Lexus-like dealership experience that luxury car buyers have come to expect. But this is good news for Lincoln and for consumers because it’s fixable and real shoppers should be able to look beyond the dealership and see the value in the MKC.
The MKC is a very important car for Lincoln