The 2015 Lincoln MKC hit Lincoln dealerships in June 2014 and promises to be the 2nd volume entry for Ford’s premium brand after the award-winning Lincoln MKZ. Lincoln is the top brand in AutoPacific’s 2014 Vehicle Satisfaction Award research and the MKZ and MKZ Hybrid are the winners of their product categories. The MKC (getting confused with the alphanumeric nomenclature yet?) is joining a booming market for smaller crossover SUVs and, based on our brief drive of the vehicle, the MKC should do very well in AutoPacific’s 2015 Vehicle Satisfaction Award research.
Excellent Package The MKC is a “small” crossover SUV, but it does not feel small from the driver’s seat. The front seating package is spacious. Visibility forward is excellent. Ergonomics are good. Transmission shifting is through push buttons on the left hand side of the center stack. The MyLincoln Touch system is more intuitive (but reading the channel numbers for SiriusXM is almost impossible because of tiny font sizes) and stable. Losing the shifter in the center console is an excellent idea for many reasons. It allows for more storage in the console and also allows the console to be narrower giving the front seat passengers more seat width. The MKC is a persuasive package that will appeal to buyers across all age ranges.
Neat Features Abound on MKC For those buyers who want the latest technology, MKC offers a lot. Of course, there is MyLincoln Touch that sets the stage in the center stack. There is Approach Detection where the vehicle reacts to the key fob approaching the vehicle at night and the headlamp accents, taillamp accents, door handle pockets and interior all light up. There is even a Lincoln logo projected onto the pavement from the outside rear view mirror puddle lights. Then there is Drive Control that includes continuously adjusting shock absorbers to provide a comfortable ride under all conditions. Electric Power Steering and Active Noise Control are standard features that complement the Drive Control System. Active Park Assist not only can park the MKC, but includes Park Out Assist to help the driver maneuver the vehicle out of a tight parking space. As with many newly introduced vehicles there is a suite of electronic driver assist technologies: lane-keeping system, driver alert system (checks driver alertness), adaptive cruise control, collision warning system with brake support, blind spot information system, and cross traffic alert. These features may sound like overkill, but once you have used them, they become a necessity rather than a luxury.
Highly Differentiated from Escape – All EcoBoost Engines The MKC is derived from the Ford Escape but shares no body panels or interior trim bits. Without looking under the skin, the relationship is invisible. The 2015 Lincoln MKC comes standard with a 240HP 2.0L EcoBoost 4-cylinder engine. Optional is a 2.3L EcoBoost 4-cylinder with 285-horsepower (with 93 octane gasoline – in California the top spec gas octane is 91 octane so the output for the 2.3L would be about 280HP). The base vehicle is front wheel drive with all wheel drive available as an option.
Outstanding Dynamics Starting in Santa Barbara and driving across the Los Padres National Forest to the Tejon Ranch , the MKC proves to be nimble and athletic on the twisty roads more suited to a sports car than a X-SUV. With the 2.3L EcoBoost and AWD, the MKC is quick and solid over all road surfaces.
Price and Competition The base price of the MKC is $33,995, but the versions Lincoln provided for the drive evaluation were all in the $50,000 range equipped with the full suite of electronic features and the big engine. The size and price of the MKC puts it in the competitive set with the Cadillac SRX, Acura RDX, Audi Q5, BMW X1, Infiniti QX50 (i.e. EX), Range Rover Evoque, Volvo XC60. As if that isn’t enough competition, there is more to come: Lexus NX, Mercedes-Benz GLA, Audi Q3, Porsche Macan. Clearly, buyers will have a tremendous challenge sorting out which of these smaller XSUVs to select.
Now for the Nit-Picks Ford (Lincoln) can be depended on to make mistakes in feature availability. For a company that touts “democratization of technology” (meaning the neat electronic features found on the top of the line will be available in a Focus, for instance) the base MKC cannot be had with an in-vehicle navigation system. Since MyLincoln Touch is standard and each vehicle has a center stack screen, and the navigation system is via an SD card, navigation should be available on all models.
Brand Challenge The only thing standing in the way of the MKC being a whopping success may the Lincoln brand. While AutoPacific’s research shows Lincoln is doing a great job satisfying its customers, the brand has languished and is only now starting to re-assert itself. The MKC is an outstanding addition to the Lincoln portfolio. Now the challenge is to get buyers into the dealerships to drive and buy the MKC. It will be interesting to watch how Lincoln markets the vehicle in the coming months and to monitor its sales performance.
Brilliant Ad – Controversy Worth its Weight In Gold Cadillac, once the Standard of the World, has aired an outstanding ad for the Cadillac brand and the Cadillac ELR electric coupe. It was first shown on the American broadcast for the Sochi Winter Olympics and more recently for the Oscars that aired on Sunday, March 2. And what a controversy has ensued. Cadillac’s agency Rogue created the Cadillac Poolside ad to espouse unbridled American confidence and showcase what Cadillac stands for. In the process, the spot has left leaners and right leaners sniping against each other on numerous websites. On Thursday, March 6, arch-conservative pundit Rush Limbaugh (click on the link to be taken to the transcript of the Limbaugh show about the Cadillac ad) devoted the top of his second hour to the controversy the ad has created. The Cadillac Poolside ad pushed a button that allowed Limbaugh to rant for about a half hour.
2014 Mercedes-Benz CLA: Mercedes-Benz has been in a slow launch mode for the new front wheel drive 2014 CLA sedan since the beginning of 2013. The car has just gone on sale and advertising is blanketing the airwaves. So, what’s the story?
Target – Millennials – Does it Have Enough Rear Seat Room? The CLA is Mercedes’ price leader in the USA. Mercedes proudly touts its $29,990 base price and admits its attempt to intercept drivers under 35 before they buy their first premium brand car from BMW or Audi. Most CLAs will be priced in the $35,000 range when you get the $2,300 premium package (garage door opener, premium sound w/iPod interface, heated front seats, dual zone climate control) and the $2,370 multimedia package (rear view camera and navigation system). For that mid-thirties price you get a fully featured front wheel drive 4-cylinder four door sedan and the Mercedes three-pointed star.
Hollywood Design Cadillac’s Hollywood-designed deep blue Elmiraj coupe was dramatically unveiled at Clint Eastwood’s Tahama Golf Resort during the 2013 Pebble Beach automotive week. Cadillac and General Motors management is coy when asked if they will build the Cadillac Elmiraj concept coupe. To a person, journalists who were at the unveiling want to believe Cadillac can find the means to build this car. If Cadillac were given the green light to build Elmiraj, Cadillac management says they could have it in production in about two years.
I have to admit that I’m rooting for Lincoln. I used to work there and the Lincolns were “my” cars – Lincoln Continental Town Car, Lincoln Continental Town Coupe (yep, there was a Town Coupe in 1981), (eh hem, the Granada/Monarch-based Lincoln Versailles dubbed the “Mini Mark”), the Fox-based Lincoln Continental, and the Lincoln Continental Mark VI Coupe and Mark VI 4-door.
The 2013 New York International Auto Show was full of important reveals this year… renewed crossovers – Toyota Highlander, Acura MDX, an all new Range Rover Sport, the new BMW 335GT, freshened Dodge Durango, the all new Cadillac CTS and many more. The most important, however, were the Audi A3 and the Jeep Cherokee. Why? Both vehicles are very important to their brands and have the potential to generate substantial sales.
Audi Takes the Safe Route with A3: The 2015 Audi A3 really was not at the New York Auto Show. The A3 will be officially introduced at the Shanghai Auto Show in late April 2013, but there was a reveal for about 120 journalists the evening before the first press day. It will be launched in the USA in early 2014.
The smaller Audi A3 has anchored the Audi lineup with a five-door hatchback (“Sportback”) that never had much sales potential in the USA. American buyers continue to perceive liftback cars as cheaper, flimsier and less desirable. In Europe, the five-door is the preferred bodystyle primarily because European car-owners do not have the American-style family fleets where there is a vehicle for every purpose. For a one vehicle family, the hatchback can carry out a multitude of duties.
Recognizing that to really succeed in the USA market, the 2014 Audi A3 becomes a much more traditional three-box four-door sedan. This gives Audi an opportunity to really step up sales in the face of the upcoming front wheel drive Mercedes-Benz CLA and the already-on-the-market BMW 1-Series. Audi did not stray from its own winning formula. Audi DNA is present in the exterior styling and the interior with an A8-like sweep at the front of the instrument panel. Very nicely done, but not one obvious risk.
The A3 comes with four 4-cylinder engine choices – 170HP 1.8L turbo, 2.0L turbo (we’re guessing at about 230HP), 150HP 2.0L turbo diesel and high output 2.0L turbo (we’re guessing at about 275HP). The high output goes in the S3 model. The Sportback will return in the 2014 calendar year with e-tron plug-in hybrid technology.
The A3 will not be a Spartan A-Segment car. Audi is positioning it as a fully-featured Audi – just smaller. It will offer Audi’s MMI system, 4G LTE connectivity and even Audi’s Bang & Olufsen audio system.
One key takeaway from the A3 reveal is that the car is the same size as 1994 model year A4. A very successful car with solid sales results, the A4 was key in establishing Audi as a very desirable premium brand in the USA.
Something tells us that the A3 will not be an inexpensive car with its impressive standard equipment load (leather seating, bluetooth, rain sensing wipers and panoramic moon roof standard). With the slightly larger Mercedes CLA announced at a sub-$30,000 price we are wondering where the new A3 will be positioned?
Jeep Cherokee Returns While the Audi A3 is a low risk opportunity for volume growth, Jeep’s new Cherokee is at the polar opposite on the risk scale. Jeep describes the Cherokee’s styling as “polarizing” and it certainly is. Mike Manley, President of Jeep cautioned journalists in a December briefing before the Detroit Auto Show that “you might not understand” the vehicle. This was somewhat reminiscent of Wayne Cherry’s (head of GM styling in the late ’90s) statement that “you are too old to understand the (Pontiac) Aztek. In Manley’s defense, he describes the styling direction for the Cherokee as “something that will be fresh in 2019”. So Jeep has not taken this path lightly. It is a calculated step.
What is so polarizing about the Cherokee? First, it takes the name of one of the most successful SUVs ever produced. The 1980s Cherokee was the first high volume SUV to add a 4-door bodystyle to the lineup and soon proved that 4-doors, not 2-doors, were the way to go. The Cherokee had the seven vertical slot grill that is part of Jeep’s DNA, but it had rectangular headlamps that, while modern for the time, broke away from the traditional round headlamps Jeep used.
While the new Cherokee is relatively conventional from the A-Pillar rearward, its front end design is the most surprising and, yes, controversial. Instead of round headlamps, the Cherokee has horizontal units styled into the front fascia and fenders. Cherokee still has the seven vertical slots in the front fascia – part of Jeep DNA since the beginning – but they now are bent in the center giving the vehicle a more aerodynamic appearance. The story of the capability of the vehicle is being lost in the commentary about its front end styling.
Under the skin, the Cherokee uses the same Alfa/Fiat platform used by the new Dodge Dart. It has a 9-speed automatic transmission and three advanced 4×4 systems. The Trailhawk model is fully “Trail Rated”. Think of Trailhawk as the Cherokee Rubicon. Powered by a 184HP 2.4L Multi-Air TigerShark 4-cylinder engine, Jeep claims a cruising range of up to 490 miles and highway fuel economy of 31mpg. The optional 3.2L Pentastar V6 gets 271HP.
Cherokee has a full array of Chrysler’s latest features available from its UConnect information system with an 8.4-inch center screen and programmable instrument cluster, new steering wheel controls, parking assist systems, blind spot monitoring, cross path detection and adaptive cruise control with stop and go capability. These features are becoming the price of entry in mid-size vehicles and even some smaller entries.
When Bob Lutz was a Chrysler he once said (of the early 2000’s Peterbilt style Ram pickup), “I don’t care if people love it or hate it as long as 15% of them love it enough to buy it”. That may be the case with the new Cherokee. A Polarizing design will certainly get people talking and writers writing. So far, it seems that the negatives are outweighing the positives on the Cherokee. It won’t take long to tell if the vehicle is a sales success. It begins production in April 2013.
The Lexus Flagship – the LS460 4-door sedan – is freshened for the 2013 model year. This comes after an all new Audi A8 in 2011, a tweaked 2012 BMW 7-Series, and the new Cadillac XTS (which may not be in this class). A major change for the Mercedes-Benz S-Class is due in early 2013 as a 2014 model year. The Jaguar XJ that was all new in 2009 as a 2010 model gets a much needed all wheel drive system for 2013.
2013 Lexus LS460 F SPORT