eMOTION! REPORTS Automotive/Aerospace Industry Research and Analysis

2015 LINCOLN MKC:

A STROKE OF LUXURY

The Automobile as Symbiotic to Lifestyle: 2015 Lincoln MKC - Image: Lincoln

"Lincoln came later to the dance than some of its small, luxury crossover rivals

(think Acura RDX, Audi Q5, or BMW X3) it still made the music stop when it did."

2015 Lincoln MKC: A Stroke of Luxury

By the eMOTION! REPORTS evaluation team; Martha Hindes, Executive Editor and

Myron D. Stokes, Publisher

Bloomfield Hills, Michigan - It seems that Lincoln is refining how to stroke its luxury customers.

With generations of long-entrenched stalwarts known for choosing stately over invigorating fading

in its rear view mirror, the MKC from Ford Motor Company's luxury line - by corporate edict now

having a divisional status approaching autonomous - is the perfect opportunity to spring free of any

leftover perceptions with a balance of technical ingenuity, driving agility and the kind of no

apologies pampering that can make even a jeans clad entrepreneur weep. All that wrapped up in a "Bam, you're good looking!" body.

A long conversation with French-born Lincoln Global Communications chief Stephane Cesareo

confirmed a mission directive to not just re -brand or re-invent Lincoln, but to craft an ideologically

completely new vehicle marque that had not previously existed. Indeed, the whole of our discussion

revealed passion and purpose, devoid of any notion of maintaining the status quo. Refreshing,

outstandingly refreshing, this interaction, in an industry landscape wherein mediocrity is too often

celebrated above creativity, innovation and boldness.

"Elegance coupled with outstanding dynamics", is the way John Jraiche put it. He was stating that

the "MKC represents a significant milestone in the company's plan to expand the brand lineup."

As Chief Program Engineer of the Lincoln MKC compact luxury crossover, he should know. While

the new MKC is related to parent company Ford's long-established and highly successful Escape

small crossover, the comparison ends there.

Consider the foregoing comment as fact, not assertion, and we say this based on experience. In mid

November, a pre-production MKC, thanks to long time colleagues Sam Locricchio and Said Deep,

was made available as the rigors of Michigan winters were taking hold and the vehicle proved itself

capable in all climatic conditions with EcoBoost 2.3 -liter power and all-wheel-drive. And, we will

confess that our immediate response was "Oh, another warmed over vehicle line making a pretense

at luxury." We couldn't have been more wrong, and we're happy to admit it.

"A long conversation with French-born Lincoln Global Communications chief

Stephane Cesareo confirmed a mission directive to not just re-brand or re-invent Lincoln, but to craft an ideologically completely new vehicle marque that had not previously existed. Indeed, the whole of our discussion revealed passion and

purpose, devoid of any notion of maintaining the status quo." -

Bear in mind that we've had the opportunity to drive virtually every vehicle manufactured on the

planet, inclusive of Bentleys, Ferraris and Maseratis, over the past three decades, and it is difficult

not to feel experiential apathy and complacency at some level. Couple that with high performance

driving skills honed at some of the world's best driving schools inclusive of that owned by long time

friend and colleague Bob Bondurant - instructor to Hollywood A-List actors over the years - along

with Skip Barber Racing, and you get the point of a higher threshold required, in terms of quality

and overall performance, to be impressed.

In the course of our 10 day evaluation, we coaxed Emmy Award winning PBS independent producer Clara Wilkerson and producer of a forthcoming global automotive television series "DRIVE! With

Myron D. Stokes" (a program to be carried by the world's best networks, designed to take industry

reportage and analytics to new levels and which will eventually reach over a billion viewers) to take

the wheel. After 30 miles in a variety of traffic conditions, she pronounced MKC as "confidence

inspiring", and this coming from someone who is a self-proclaimed "Jaguar and Mercedes

loyalist."

(Editor's note: We'll take this opportunity to say that Wilkerson was wrapping up filming with Detroit Public Television crews at Greenfield Village a re-enactment of pivotal events in the life of pioneer

automotive industry supplier, John W. Barfield. The Henry Ford team was kind enough to provide a

1929 Ford pickup for this segment of the PBS documentary "Starting From Scratch: The Remarkable

Life of John W. Barfield". It is expected to be screened in Detroit late next month.)

Customer Targets

This is a small crossover meant to lure the emerging movers and shakers who can pay for what

they want but will pay for it wisely.

"With MKC, Lincoln continues its move toward targeting a younger, more diverse customer", said

Jraiche, adding that "the MKC positions Lincoln to resonate with drivers in key markets on the

East and West coasts."

Those markets are intrinsically important to Lincoln. For decades the stronghold of luxury

imports, they have emerged as the battleground for the hearts and minds of the newly affluent with

a yen for buying truly extraordinary American product, where previously they might have

gravitated toward Lexus, Audi, Mercedes-Benz, Land Rover or Volvo.

The MKC was designed to neutralize such offshore longing. Beginning with the most important

first impresssion, Lincoln crafted a truly handsome vehicle; sleek, well-proportioned and with enough American pizzaz to add a little in your face attitude in case one needed a reminder of its

bloodline.

Then there was understanding who they were seeking to attact. "The segment is being driven by

the new luxury buyers who are coming into affluence, as well as by current luxury owners who are

moving from larger vehicles to smaller ones as their life desires change," said Jraiche. "And the

move is strategic, in addition to its appeal. the small premium utility vehicle is the fastest growing

part of the luxury market", he said. That's a segment which has grown by 25 percent since 2012 and by more than 200 percent since 2009.

Lincoln came later to the dance than some of its small, luxury crossover rivals (think Acura RDX,

Audi Q5, or BMW X3) it still made the music stop when it did.

"Not only is MKC the second new vehicle in the brand's plan to introduce four new luxury vehicles

by 2016 (the return of Continental was just announced) but we strategically sought a compelling

offering in the small premium utility vehicle segment", added Jraiche.

The similar underpinnings of the Escape are not only tried and true, but highly praised, such as the

2.0 - liter turbocharged EcoBoost inline four that churns out 240 horsepower and 270 lb.-ft of

vibrant torque. The six-speed Selectshift automatic with paddle activation is on all models,

including front and all-wheel-drive versions.

MKC's premium powerplant is the 2.3 - liter 4 of Mustang fame that takes horsepower numbers to

an agile and innvigorating 285. Making sure that behaves with authority and fun is insured by the

addition of such performance options as continuously controlled suspension damping on the rear

shocks - part of Optional Lincoln Drive Control - that tops off the performance worth standard

suspension.

2015 Lincoln MKC Interior - Image: Lincoln

Going inside adds to the "ahhhh" factor, with beautifully crafted wood inlays, delicious Deepsoft leather from Bridge of Weir on premium models, the hush of active noise control and an invitation

to luxuriate even when not on the road. Lincoln's smart-phone compatible My Lincoln Touch enhances personalized driving time and not only locks, unlocks and starts it remotely, but lets the

owner find his or her MKC anywhere in the world.

Features such as BLIS blind spot with cross traffic alert, Lane Keeping System and adaptive cruise

control with head-up warning display that warns one if a collision seems impending, help the driver

get there safely. Active Park Assist can eliminate the anguish of parallel parkinng (a feature we

expect to enjoy).

Lincoln MKC Black Label Concept - Image: Lincoln

As if the features of the vehicle aren't enough, Lincoln has added some delicious incentives for the truly discerning with Lincoln Black Label premium ownership experience designed to exude

indulgence at the highest level, including rare, top-end interior materials, gorgeous color tones,

complimentary anytime car washes and and annual detailing, and even a list of top chef restaurants

nationwide. We consider this stroking to the nth degree.

Suffice it to say we've enjoyed the touchy-feely introduction to the MKC and are in line for

additional, and longer term, seat time shortly. We'll keep you posted with real world updates of the "Lincoln experience" and, congratulations to

the Lincoln team.

# # #

Next Week: 2200 Miles From The Oldest City in The Americas, St. Augustine, to The Motor City in

2015 Mustang and Discovery of an Undersung Bloomfield Hills Hotel Gem, The Kingsley, in the

making...

2015 Ford Mustang Cockpit... Images: eMOTION! REPORTS

Related:

http://emotionreportscom.blogspot.com/

https://asimov52.wordpress.com/2012/11/28/veteran-automotiveaerospace-journalistanalyst-

available-for-interviews-on-state-of-the-industry-its-product-and-riskbenefit-analysis-of-western-

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http://www.slideshare.net/GHHLLC2/2013-dodge-challenger-rt-at-lauberge-de-sedona-a-blending-of-technological-and-culinary-excellence

http://www.slideshare.net/GHHLLC2/20092010-auto-industry-analysis-gms-transition-to-china-4-emotion-reportscom

http://www.slideshare.net/GHHLLC2/richard-holbrookes-world-memories-of-a-newsweek-special-correspondent-a-quasibiblios-by-myron-d-stokes-6378388

http://www.slideshare.net/GHHLLC2/newsweek-bosnia-narrative10-francais-sommaire?related=1

http://quasiturbine.promci.qc.ca/Presse/Quantum0312Typo.pdf

http://www.slideshare.net/GHHLLC/quantum-parallel-the-sainthilaire-quasiturbine-as-the-basis-for-a-simultaneous-

paradigm-shift-in-vehicle-propulsion-systems-presentation http://www.ford.fr/

https://www.linkedin.com/pulse/amb-chris-stevens-honored-along-actor-paul-walker-airlift-stokes

http://www.bondurant.com/

http://skipbarber.com/

"Where the deer and the MKCs Play?" Image: Lincoln