Ford’s long-struggling luxury division has started an unprecedented offensive – from entering for the first time the Chinese market – to launching an unprecedented product offensive.
Chief among the new additions stands the fast approaching sales launch of the new MKC crossover – a model panned to tap into the incredible strong growth of the SUV sector in general and the compact CUV boom in particular.
According to executives of the company, the model is even predicted to become the brand’s best-seller, as early orders of the model have exceeded the officials expectations in China, the market that could ultimately see the rise or demise of the luxury unit.
“The (compact CUV) segment remains on fire here, as well as globally,” said Matt Vandyke, the director of Lincoln’s worldwide expansion plans.
By 2016, Lincoln aims to bring to the markets no less than four models, the MKC included – after the brand started the revival with a new MKZ in late 2012. Next in line are a refresh of the MKX midsize crossover for 2015, a new generation of the full-size MKS sedan and a 2015 mid-life refresh of the Navigator SUV.
While usually Lincoln is seen as a North-American affair, with lone outposts like South Korea, after three years of careful planning, the struggling brand moved to tap the premium potential offered by the world’s largest automotive market – China.