Ford, which is playing catch-up with the premium rivals through its Lincoln brand, saw the latter’s sales jump about 30 % this month as it unveiled new advertising for the revamped MKZ sedan ahead of competitors’ holiday promotions.
MKZ led the brand’s increases, climbing around 70 % from a year earlier, when Ford was selling down inventory of the previous model, Kevin Cour, Lincoln’s sales and service operations manager, said today. The brand revealed their brand new marketing campaign on October 9th.
“We are very happy that we got engaged in October versus waiting for Wish List,” Lincoln’s annual holiday sales event, Cour said. “The campaign is now seeded in the market, and as people begin their purchase consideration, Lincoln can be a bigger part of the conversation.”
The MKZ debuted early this year as the first of four new Lincoln cars to be released in the next four years to try and recover the lineup, which trails Cadillac and luxury leaders such as BMW, Mercedes or Audi. Mercedes’s U.S. luxury sales lead over BMW this year expanded in September to 2,491 vehicles, 215,056 to 212,565. Lincoln deliveries meanwhile went down 6.3 percent to 59,852 for the period.