Lincoln takes on Lexus in new MKZ ads

5 Июн 2014 | Author: | Комментарии к записи Lincoln takes on Lexus in new MKZ ads отключены
Lincoln MKZ Hybrid (2nd gen)

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Ads have buyers comparing MKZ and a Lexus ES rather than Lincoln overall, is focus of campaign includes TV, print and social


Luxury is the tagline of Lincoln’s new ad campaign aims to parlay the decent sales of the MKZ into greater of Ford’s struggling luxury

The MKZ is now Lincoln’s best-known model, Andrew Frick, Lincoln marketing manager.

Leading with the Lincoln as a whole right now wouldn’t get us as far as with key products, Frick When we lead with (models) we have better

The ads also have prospective comparing MKZ and a Lexus ES and emphasize an MKZ hybrid costs no more a gas-engine powertrain.

Though MKZ were up 12% in September from a earlier — before the current model was available — Lincoln’s for the first nine months of are down 6%.

The new print, TV and social media begins today and will run the fourth quarter. Lincoln would not say how much they are

Marketing executives are hoping media users will onto the #luxuryuncovered hashtag and use it to about the brand. Up to 80% of shoppers new cars online, said Rivers, Lincoln marketing manager.

Using hashtags has become a practice for many companies, Jon Pearce, chief creative of the Hudson Rouge ad agency, created the latest promotions.

are four 30-second TV spots three focusing on MKZ, the hybrid, and the fourth touting success in winning a J.D. award based on customer

Lincoln MKZ Hybrid (2nd gen)

The spots will air during programming such as football, The Race and Dancing with the

Frick said the new campaign out of data on MKZ owners and their For example, the long front-to-back roof is chosen by 60% of those who buy or an MKZ.

The popularity of the MKZ hybrid Ford to increase its share of from 20% to 40% of the mix for the 2014 model in dealerships now.

Lincoln advertised during the Super Bowl, but we have no to be in the Super Bowl this Frick said.

Rivers Lincoln got a lot of publicity and website from two Super Bowl but supply and quality issues the car’s launch so the dealers did not ample stocks of MKZs the spring.

Lincoln’s next new model is the MKC compact crossover, but its has been delayed. None of the available said when the MKC go on sale.



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