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5/30/2016 0 Comments Product Life Cycle: Lincoln MKS
Launched in 2008 as a 2009 model year, the MKS was built in Chicago, IL and sold over 100,000 units in nine years, before it was discontinued in 2016. It peaked at a little over 17,000 vehicles in 2009 and received a facelift in 2012 for the 2013 model year.
Graph by Lincolnrati.com; Source: Wikipedia.org, Lincoln.com, and others.
Accounting for 24% of all Lincoln models, at its peak, MKS was the third best selling Lincoln model until the last part of its life cycle when it dropped as low as the fifth out the six models.
Graph by Lincolnrati.com, via chartgo.com; Source: Wikipedia.org, Lincoln.com, and others.
According to ABC News, 55% of its components were made in USA.
To its credit, the Lincoln Motor Company has been trying in recent years to develop a cohesive identity that would incorporate some of its iconic design cues. Inspired by the 1941 Lincoln Continental, the MKS was the first production model to embrace the split-wing grille, probably one of its most emblematic exterior features. Although recently replaced by the new rectangular design that debuted on the Continental concept, the split-wing grill stood out as a unique, pure Lincoln DNA and had many supporters. Considered Lincoln's flagship vehicle, the MKS didn't have a predecessor and was replaced by the new 2017 Continental. It ranged in price from around $40,000 to around $55,000 with factory options. Viewed by many as an upscale cousin to the Ford Taurus, the general feeling was that Lincoln MKS didn't distinguished itself to attract enough buyers. However, even though it didn't meet the initially forecast annual sales of 36,000 units, we can argue that MKS was able to steal market share from its competitors. Since the MKS was a vehicle new to the market segment, it obviously needed to steal share in order to squeeze in. So, who was it going to steal market share from? 
Before the introduction of MKS, the only other Lincoln model competing in the full size luxury segment was the Town Car, which was at the end of its life cycle. The segment leader was Cadillac DTS followed by Lexus LS and Mercedes S-Class. In 2008, the first year in the market, the MKS grabbed 11% of the segment, stealing market share from Cadillac DTS, Lexus LS, Town Car and Jaguar XJ. In 2009, the second year in the market, the MKS continued stealing even more share from Cadillac DTS and Lexus LS, reaching a high of 17,174 units sold. This time, the MKS further earned share from Mercedes S-Class, for a total segment share of 21%. Although the sales started declining from 2010, MKS was able to hold at least 16% share of the segment for a couple of more years, which was a remarkable achievement in itself, considering that it was during the worst of the recession.
Graph by Lincolnrati.com, via chartgo.com; Data Source: Wikipedia.org, Lincoln.com, Goodcarbadcar.net, and others.
For all these reasons, in the end, we believe MKS was a triumph. Being able to steal market share from the best in the segment, MKS did help elevate the Lincoln brand, paving the road for an even brighter future.
CategoriesAll Automobile Automobiles Canada Car Cars China Continental Historic History Life Cycle Lincoln Lincoln Motor Luxury Mexico MKC MKS MKX MKZ Navigator Premium Premium Car Premium Cars President Presidential
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When you compete in the car industry it helps to have more models in your line up. This is particularly true in the luxury car segment, where the top makers have significantly more models than the rest of the competitors. For comparison, Lincoln only has 6 models currently, and will offer the 7th with the launch of the new 2017 Continental.  Graph by Lincolnrati.com; Source: Wikipedia.org, Lincoln.com, and others. From a historical perspective, Lincoln has never had a large line up of models. The highest number of models was produced in 2010-2011: 7. In fact, the most successful years, from a sales volume stand point, were achieved offering only 3-4 models.  Graph by Lincolnrati.com; Source: Wikipedia.org, Lincoln.com, and others. Different variants of the same model were not included. In an effort to catch up with the segment leaders, Lincoln has gradually increased the number of models offered since the late 1990’s. However, the larger offering has not produced the expected sales increase. We can all argue that the deep recession has played an important role, as everyone suffered for a good couple of years. The market rebound has turned things around for the industry and having more models has definitely helped Lincoln. Despite the bragging rights and the brand push that come along with the higher sales volume, it is encouraging that Ford and Lincoln are focused on profitability and aligning business plans to the market conditions. Equally encouraging is the fact that Lincoln has often shown up in recent rankings higher than some of its competitors. Quality is an important attribute of luxury brands – probably one of the easiest to understand and compare – and this can only delight the Lincoln enthusiasts. It is a great time to be a Lincoln fan. CategoriesAll Automobile Automobiles Canada Car Cars China Continental Historic History Life Cycle Lincoln Lincoln Motor Luxury Mexico MKC MKS MKX MKZ Navigator Premium Premium Car Premium Cars President Presidential 4/5/2016 0 Comments Where is Lincoln made? (“Appellation MADE IN USA controlee”/ Designation MADE IN USA controlled)Have you ever wondered where was your car built? Of the six current models in Lincoln’s line up, three models are assembled in the US, two of them in Canada and one in Mexico. The seventh model coming up in 2017, the new Continental, is scheduled to be built in Michigan.
There is no “Appellation d'origine controlee” (controlled designation of origin) in case of cars, something like the wines of Europe, but sometimes we wonder why not…Watches made in Switzerland are highly prized and synonymous with unmatched quality. The Swiss watch makers are esteemed, valued brands. They successfully turned the manufacturing location into a differentiator. And the Swiss watch industry is the largest in the world. It is worth thinking about it and learning from it. A “Fine cars of Michigan”, or “Made in Michigan”, or “Made in USA” stamp of quality on a new and proud Continental may give it even more to go along with the high quality. [say: Designation of “Made in Michigan” controlled]. How would it sound? A Continental made 100% (say) in Michigan (or USA), that would launch with a bang, hitting the top spot in all charts, from JD Power and safety scores to every other ranking in the industry. The expectations are high for such a revered brand; "the burden of being Lincoln" is heavy. But there is a great opportunity here - maybe a once in a lifetime opportunity. Well…this is a great time to be a Lincoln fan. CategoriesAll Automobile Automobiles Canada Car Cars China Continental Historic History Life Cycle Lincoln Lincoln Motor Luxury Mexico MKC MKS MKX MKZ Navigator Premium Premium Car Premium Cars President Presidential If you are connected to the auto industry in any way you probably noticed that in 2015 Lincoln sales topped 100,000 units for the first time since 2008. "It's an important sales milestone" that is "emotionally important for dealers and the team", said Lincoln President Kumar Galhotra.  Graph by Lincolnrati.com; Source: Wikipedia.org, Goodcarbadcar.net, and others. It was also Lincoln's first two year streak of sales increases after a long while. Up 7.1 percent from 2014, Lincoln reached 101,227 vehicles sold in the US. Combined with 11,630 vehicles sold in China in 2015, and 7,939 in Canada, the overall Lincoln sales totaled more than 120,000 in 2015. Historically, Lincoln production numbers reached the level of 100,000 cars/ year for the first time in 1973. It consistently exceeded 100,000 a year from 1973 onward, until the recession hit in 2008. Shortly thereafter, the numbers plummeted for everyone.  Recently, car sales have come back spectacularly, bringing hopes to many in the industry, hitting a record high in 2015. And the new peak raises the question of how long will the good times last. After all, it is the longest streak of annual gains for the industry as a whole since the 1920s. However, Lincoln has a newer, more modern lineup and promises bigger and better things to come. CategoriesAll Automobile Automobiles Canada Car Cars China Continental Historic History Life Cycle Lincoln Lincoln Motor Luxury Mexico MKC MKS MKX MKZ Navigator Premium Premium Car Premium Cars President Presidential 3/24/2016 0 Comments Lincoln Presidential State CarsThe Lincoln Chief, Kumar Galhotra, recently mentioned that “Chinese customers associate the Lincoln brand with movie stars and President John F. Kennedy”. More than two decades after Lincoln delivered its last presidential car, the brand has remained relevant in the mind of customers, as a presidential symbol, maybe more so overseas than in the US. Lincoln has made some notable presidential cars throughout the US history and has kept that aura of a stately car. Past presidential limousines are scattered around the country in museums and libraries. Here are a few that are housed at the Henry Ford Museum in Michigan. CategoriesAll Automobile Automobiles Canada Car Cars China Continental Historic History Life Cycle Lincoln Lincoln Motor Luxury Mexico MKC MKS MKX MKZ Navigator Premium Premium Car Premium Cars President Presidential The Lincoln Motor Company is fast approaching a landmark milestone in its history, the centenary. Reaching such a ripe old age will be a cause for celebration, especially after winning accolades recently, but will also be an opportunity to reflect on a hundred years of producing and selling luxury vehicles. In almost a century, Lincoln Motor has sold over 7 million vehicles. The Lincoln Motor historical sales chart shows many peaks and valleys, making the story of the company a fascinating one. Lincoln Motor's story is in essence a tale of years and years of style, elegance and comfort. It is the story of a company that has tried to go places where others have not, of a company that did not "try to be all things to all people, but rather everything to a certain few". As many other companies have found out, it is very hard to continually be a trendsetter, it is risky and although risk is needed for a great reward, it does not guarantee success. So, here is our chart of the historical Lincoln Motor sales. Take a look and join us as we continue to explore the wonderful world of Lincoln. Stay tuned and visit us often.  Graph by Lincolnrati.com; Source: Wikipedia.org, Goodcarbadcar.net, and others. CategoriesAll Automobile Automobiles Canada Car Cars China Continental Historic History Life Cycle Lincoln Lincoln Motor Luxury Mexico MKC MKS MKX MKZ Navigator Premium Premium Car Premium Cars President Presidential |
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