Annual Report 2011 - Ford Motor Company

LINCOLN
CUTTING-EDGE PRODUCTS, PERSONAL SERVICE
Dramatic, aggressive and purposeful steps marked the transformation of Lincoln
in 2011. During the course of a busy year, Lincoln created a dedicated team of
engineering, marketing and sales and service members; consolidated dealers in
the top 130 luxury markets; and refreshed the MKS full-size sedan and MKT threerow
crossover for launch in 2012. Earlier this year the MKZ Concept was unveiled,
signaling the new Lincoln design direction.
New technologies on the Lincoln MKS and MKT deliver more power, better fuel
economy and an even more engaging driving experience, giving full-size luxury
sedan and crossover customers fresh reasons to consider Lincoln.
The MKZ Concept, which debuted at the North American International Auto Show
to widespread acclaim, signals a significant step in Lincoln’s reinvention, providing
a clear vision of its next-generation vehicles.
Through dealer consolidation, Lincoln is now better able to compete in the top
130 luxury markets. Lincoln’s opportunity is to win a core group of luxury
customers who are looking for new and personalized experiences as well as
standout designs that represent better value than offerings from other premium
manufacturers. Initiatives include two-person teams to assist customers and
cameras in service bays so customers can see the work performed on their vehicle
from their mobile devices.
Starting this year, Lincoln plans to offer 7 new or significantly refreshed products
by 2015.
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1) The MKZ Concept
represents the next
generation of Lincoln
products. 2) Lincoln MKS
flagship sedan evokes
luxury from its exceptional
quietness and comfort to
its premium materials,
class-exclusive features
and confident driving
demeanor. 3) The MKZ
Concept’s comfortable
and functional interior
particularly appeals to
customers.
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