Lincoln MKZ Heralding a New Future for the Luxury Brand in the Middle East.
Last Week, this time around for the consecutive sixth time Ford chose to launch its tech laden premier brand Lincoln’s latest offering, Lincoln MKZ as The Official Car of the Gitex Technology Week 2013. This launch marks a key milestone in the Lincoln brand’s reinvention in the region. The first vehicle from the dedicated Lincoln Design Studio, the MKZ signifies the introduction of the reinvented Lincoln brand, which will focus on attracting a new body of premium automotive customers
“The all-new Lincoln MKZ represents the future of Lincoln in both style and substance, featuring stunning design wrapped around intuitive, purposeful technology,” said Paul Anderson, Marketing director of Ford Middle East. “It is proof of our commitment to deliver a new breed of Lincolns for a new generation of Lincoln clients – vehicles that are distinctive, elegant, and full of technology and a delight to own.”
RearViewMirror took the opportunity and had a one on one exclusive interview with, Paul Anderson. Here’s what he had to say about few questions thrown at him.
RVM: In Lincoln’s philosophy, can technology intends to mean a car to be a better driver’s car or just a luxury cruiser?
PA: “Talking Lincoln specifically, (philosophy) it’s not to make a luxury cruiser!” Paul Anderson then turn towards to black Lincoln MKZ and asked “does that looks like a luxury cruiser? it looks like a fun car to drive! Its has got a enough attitude, it’s sporty, and so what technology allows us to do, is you as a driver is to choose your own experience. So if you want a sporty ride handling experience, the car allows you to select that kind of driving experience”
RVM: how do you see your customer in GCC particularly in UAE, where the base starts from luxury itself?
PA: it’s an important question that how do we get their attention, right? First we can communicate the message via Gitex and the motor show; we can start to tell the story. But most importantly we want people to get in cars and experience it. And they can really understand the difference what they can drive today. And in this case what Lincoln MKZ has to offer the driving experience. So lot of our efforts in coming months
So they can actually not just test drive the car around the block but they can actually but they experience the vehicle in more meaningful ways.
RVM: A lot of automakers are now shifting into cross-planning. We’ve seen recently Jaguar is now coming into SUV segment, same as done by Porsche. Do you intend to build a sports halo car, like Mercedes SLS, Audi R8, just to push the brand forward into that segment?
PA: Well as I mentioned before I can’t talk about future product cars, as its gonna kill l a lot of surprise.
RVM: But do you wish to see?
PA: I love those types of cars and we all love those types of cars. But we will be entering in luxury car segments next few years.
About Lincoln MKZ
The Lincoln MKZ was named this year’s best compact premium vehicle in the J.D. Power and Associates Automotive Performance, Execution and Layout (APEAL) Study reflecting the high marks owners give the vehicle for exterior styling, intuitive technology, seat comfort and storage.
“Completely redesigned for 2013, the Lincoln MKZ is the most appealing compact premium car, according to its owners, ranking higher than the Audi A4/A5 and the BMW 3 Series,” commented J.D. Power.
The APEAL study examines how rewarding a new vehicle is to own and drive, based on owner evaluations of 77 vehicle attributes. The 2013 APEAL study is based on responses gathered between February and May of 2013 from more than 83,000 purchasers and lessees of new 2013 model-year cars and trucks who were surveyed after the first 90 days of ownership.
“We are encouraged by these results and look forward to continuously improving our performance going forward,” said Matt Van Dyke, director, Global Lincoln. “Our all-new Lincoln MKZ – the first of four all-new vehicles as part of our reinvention through 2016 – continues to draw conquest customers from other premium brands.
In total, Five Ford Motor Company vehicles finished in the top three of their segments, with Ford F-250 Super Duty ranking highest in the large heavy-duty pickup segment and Ford Mustang named best in the midsize sporty car segment.
The first vehicle from the dedicated Lincoln Design Studio, the MKZ signifies the introduction of the reinvented Lincoln brand, which will focus on attracting a new body of premium automotive customers.
“The all-new Lincoln MKZ represents the future of Lincoln in both style and substance, featuring stunning design wrapped around intuitive, purposeful technology,” said Larry Prein, managing director of Ford Middle East. “We are confident that this new model will set the benchmark of what luxury customers can expect from Lincoln moving forward.”
The all-new Lincoln MKZ enters the midsize luxury segment with new offerings:
- It is the first Lincoln created by a dedicated team in its new Lincoln Design Studio
- With a sweeping profile, MKZ incorporates one of the world’s widest-opening retractable glass roofs
- Lincoln Drive Control is an intelligent system that delivers a refined ride and engaging driving dynamics. Standard Lincoln Drive Control intuitively integrates multiple systems (engine, transmission, body and chassis) to deliver totally new Lincoln driving quality
- MKZ innovations include a distinct Push Button Shift gear selector that enables flowing and architectural center console design
- A quiet, well-appointed interior is enhanced by standard Active Noise Control, genuine wood trim, full LCD instrumentation, and SYNC® with My Lincoln Touch™
- Class-exclusive available inflatable rear safety belts supplement eight standard airbags