The Auto Writer

New for 2010, the Lincoln MKZ is an entry level luxury sedan competing in a stiff marketing segment. Will buyers see the car for being something much more than a richly contented Ford Fusion or Mercury Milan?

Losing The Fusion Feeling

When the MKZ was first introduced to the world as the Lincoln Zephyr for the 2006 model year, the car was received with a collective yawn by automotive critics. The model was based on the Ford Fusion and Mercury Milan and, strangely, was not distinguishable enough to convince buyers to opt for Lincoln’s entry level luxury sedan. Switching to the MKZ name in the second year of production didn’t help matters much, but by the end of its first generation run the sedan has gradually been accepted by consumers.

For 2010, an all new MKS will be rolling out and, in advance of its introduction, the Ford Motor Company has announced pricing for the model it says competes squarely against the Lexus ES350 and Cadillac CTS.

More Luxury Content Than Lexus, Cadillac?

According to Lincoln’s marketing folks, the MKZ contains more luxury content standard versus the Lexus and the Cadillac, while retailing for $34,965 (front wheel drive) and $36,855 (all wheel drive). Sales of the 2010 Lincoln MKZ will begin this spring.

“Customers universally are surprised when they get into a competing vehicle and find out that they have to pay more for luxury features, such as premium leather seats,” said Jonathan Richards, Lincoln MKZ Marketing manager. “That’s what sets the MKZ apart from the competition. It comes standard with all the features you would expect from a world class entry-level luxury sedan.”

Besides Bridge of Weir leather, the front seats can be heated or cooled and every MKZ comes with SYNC voice activated navigation/sound system standard. A reverse sensing system and driver multi-adjustable power seat are some of the other standard features being touted by Lincoln.

All New Sport Appearance Package Debuts

New for 2010 is the Sport Appearance Package, which offers special sport suspension tuning with stiffer springs and larger stabilizer bars; 18-inch Euroflange polished wheels; unique grille, body-color door handles and darkened headlamps; and an interior with tuxedo seam seat patterns, contrasting piping, upgraded floor mats and aluminum appliqués.

Will the Lincoln MKZ take away sales from the ES350 and CTS? That’s hard to say. With Lexus quality and Cadillac ingenuity coming into play, the MKZ faces some stiff competition in this segment. But, with an all new design language which matches the bigger MKS, the MKZ no longer has the look or feel of a Fusion or Milan.

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