Despite having limited new products to promote, Ford Motor’s Lincoln brand will target luxury competitors in a new advertising campaign, reports The Detroit News.
Ford’s struggling luxury brand will highlight attributes like fuel economy on its Lincoln MKZ Hybrid sedan, and high-end features like a retractable panoramic roof against competing vehicles like the Lexus ES.
“These are definitely more pointed and tactical in their nature,” said Jon Pearce, executive vice president and chief creative officer of Hudson Rouge, Lincoln’s ad agency. “We’ve tried to make spots that display some rational proof points for Lincoln.”
The new MKZ, which debuted earlier this year, has set monthly sales records in five of the last six months and has overtaken the Navigator full-size SUV as Lincoln’s best-known nameplate. Overall, sales for the brand are down 6.3% this year.
The automaker has not yet announced when a concept MKC crossover will go into production.
Source: The Detroit News
