When a luxury carmaker is looking to revamp its brand, the go-to move is normally to introduce a car that will truly wow consumers with a big price tag and a number of luxury features—unless you’re Lincoln. The American carmaker has decided to go against the grain for its Lincoln brand revival, introducing its most affordable, smallest vehicle to date: the MKC compact crossover.
“MKC was a big decision for the company because conventional wisdom says you build imagery by your most expensive cars, but that’s not the reality in the luxury industry anymore,” said Jim Farley, Ford’s head of Lincoln, global sales, and marketing. “What luxury customers look for, and the essence of your brand, is your most affordable products.”
As a member of the most competitive segment in the market, the 2015 MKC has made it known that it’s one of the best deals. With a starting price tag of $33,995, including the $895 destination charge, the MKC offers consumers a lot of luxury features, such as park assist and a fancy wraparound lift gate, for a very small price.
To get a glimpse at the vehicle that’s helping the Lincoln brand come back to life, stop by Lincoln of Troy today and give it a test drive.