Lincoln Retaliates With New Vehicle Launches

by : Pamela Hewitt

Lincoln aspires to become America's luxury vehicle. This goal is bolstered by launching the largest launch of redesigned and brand new cars in the history of Lincoln.

"We've got four major launches within four months," says Thomas Grill, Lincoln brand manager. "The MKZ and Navigator are already at dealers, followed by the MKX crossover and the all-new Navigator L extended length model. What's just as important is that our consumers will be very aware of these new products since Lincoln is spending more money in the next 12 months on marketing than we've done in our history."

It can be recalled that Lincoln and Cadillac used to be the luxury cars of choice in North America. In fact the former was once the best-selling luxury brand in America. Unfortunately, the crown was stolen by other successful luxury brands. Now, the automaker is making up for the lost time and is taking vital enhancements of its to create a big wave in the auto industry.

Lincoln's renaissance is summed up in one phrase - Advancing the American Dream. The latest lineup of car maker is especially designed for American dreamers.

"Research and segmentation analysis shows that the Lincoln customer as being a person who has worked hard and earned a reward in the form of a luxury vehicle," Grill adds. "In a sense, it's kind of a cycle. The person takes advantage of opportunities in life, earns a reward which in turn makes them seek out further opportunities."

Worthy modifications were made to . Also, the car maker made groundbreaking upgrades to other Lincoln vehicles including MKZ, formerly known as Zephyr. This is done to achieve the refinement and performance desired by vehicle fanatics. Other launches include MKX with the striking panoramic roof, MKS concept sedan and Mark LT.

"Our value proposition in the market is an earned reward for our customers, offering great value in a luxury offering," Grill concluded. "The 2007 MKZ, for instance, has added more than $1,000 worth of new equipment, but the MSRP has increased by only a little over $200. Lincoln becomes an attractive buy for customers wanting to move up to the luxury market."