Lincoln to Launch Four New Models with ’American Dream’ Marketing Initiative
Owning a Lincoln is for people pursuing the American Dream. That’s the message of a new series of Lincoln advertising and marketing initiatives that will build on the sales success of the Lincoln Mark LT and Zephyr, and prepare the way for four new products launching this year.
"The ’Dreams’ marketing platform is about the vision that motivates successful people and the rewards for achieving success," said Al Giombetti, president of Ford and Lincoln Mercury marketing and sales. "It’s an idea that fits perfectly with our brand because we are turning Lincoln into a new American success story on the strength of innovative products. In fact, eighty percent of our showroom is all-new for 2007."
Through May, Lincoln retail sales are up 8 percent, driven by the new 2006 Lincoln Zephyr and Lincoln Mark LT. In the month of May alone, sales of the Mark LT, Lincoln’s full-size luxury pick up truck, were up 40 percent. Sales of the Zephyr, Lincoln’s all-new mid-size sedan which launched last fall, have been strong all year and the car has taken market share from competing vehicles from domestic and Asian luxury brands. Both products recently earned very high marks in the J.D. Power and Associates Initial Quality Study, and the Zephyr earned Ward’s Auto World "Best Interior Award" for the premium-priced car segment. Forty-two percent of Lincoln Zephyr customers are new to the Ford and Lincoln Mercury family and 68 percent are new to Lincoln. The Mark LT luxury pickup is also driving new customers to the brand with a 36 percent brand conquest rate.
"Lincoln will build on the success of the 2006 Zephyr and Mark LT with four terrific vehicles that are designed to inspire and reward those who believe in and pursue the American Dream," said Mike Richards, general marketing manager for Lincoln Mercury. "Each of these vehicles — the new Lincoln MKX, MKZ, Navigator and Navigator L — will deliver a business class driving experience that will celebrate our customers’ success."
The 2007 Lincoln MKZ and MKX enter the two most important and growing luxury segments: medium premium utility and medium premium sedan. The 2007 Lincoln MKX, the brand’s first crossover vehicle, is designed to appeal to a new generation of luxury customers. It features a luxurious car-like ride, all-wheel drive capability and a new powerful, yet fuel efficient engine. To build off the momentum of Zephyr, Lincoln will launch the 2007 Lincoln MKZ featuring a powerful 3.5-liter V-6 engine, a newly designed front end, and all-wheel-drive. Lincoln will also launch the restyled and thoroughly re-engineered 2007 Navigator with an all-new frame and whisper quiet interior that is available in a new "L" long-wheelbase version with an additional 25 cubic feet of cargo space.
Lincoln’s refined yet dynamic American design will be the hallmark of these new vehicles, which have been created to appeal to consumers described as "self-made optimists" who are continually striving to do more with their lives, or "Reach Higher" as the advertising tagline states, and reward themselves for the success they have earned. Aiming to reach the hearts and minds of these consumers, Lincoln’s brand focus is "Advancing the American Dream" and encourages people to pursue their dreams and helps them celebrate their achievements along the way.
The Lincoln "Dreams" platform, developed by Young & Rubicam Detroit, represents one of the largest marketing initiatives for the brand in a decade. The platform debuts this weekend in national newspapers and will extend into this summer and pick up momentum this fall as the 2007 Lincoln vehicles become available in dealer showrooms. Advertising will be directed to broadcast, print and digital media outlets that focus on the passions of the Lincoln target customer, including food, travel, personal finance, home, and an active lifestyle. This will be supported by an integrated marketing plan that reinforces these consumer passion points.