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 maker

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.
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