Lincoln Needs To Up Its Cool Factor

When I tested the new Lincoln MKX, I was thrilled to see that it’s now different enough from the Ford Edge that we might all collectively forget that the MKX actually started out as an Edge!

And yet, despite all its new features, the MKX didn’t blow me away. It’s a great luxury SUV, but it just doesn’t have enough brand personality compared to Germany’s luxury models. For example, the small Mercedes-Benz CLA has some of that special je-ne-sais-quoi from the brand’s more prestigious models.

Maybe the bigger question is, does Lincoln even have a personality? The company has definitely made a big effort to breathe life into its image—they even went as far as hiring handsome Matthew McConaughey, but his job isn’t designing cars with enough kick to pique the interest of buyers.

In 2014, the average Lincoln buyer was 61 years old. Cadillac is facing the same problem (with their average client being 59.5 years old), but General Motors is looking to bring those numbers down by developing much more competitive products, like the new ATS.

While I’m not saying that Lincoln should just copy BMW, the old-school American company could nonetheless work harder to update their brand. It’s time to move beyond their reputation for selling cars with perforated leather seats.

Also in 2014, rumor had it that the company was looking at developing a vehicle based on the Mustang. It seemed far-fetched, but if they were to come up with a more dynamic halo car, they could then include some of its key elements into all their products. The cool factor might just trickle down.

I’m just throwing the idea out there. Senior citizens need cars too, so there’s nothing wrong with focussing on that segment.

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