The Auto Writer

Pitted against the Cadillac CTS, the Lincoln MKZ finishes second. However, pit the angry GM customer against Government Motors and the Ford Motor Company smells an important opportunity to poach disgruntled customers from its chief competitor.

Although I mentioned yesterday that GM has several vehicles in place that have a proven track record and are the kinds of cars customers want, there is another factor which must be considered when buying a new Cadillac, GMC, Buick or Chevrolet model – do you really want to purchase a car from Government Motors?

Regardless of what GM builds over the coming years (if they survive that long), there are some people who won’t buy a GM vehicle ever again. These consumers have had it with the bail out, disagree with GM’s decision to close down one or more brands and/or are angry that GM abandoned well over one thousand dealers. Don’t forget that there are stockholders who are getting stiffed, suppliers who have been strong armed, employees fired, pension funds obliterated and local governments who lost millions when a GM plant closed down. These people will not purchase a GM (or Chrysler) product again leaving only the Ford Motor Company as the only major homegrown manufacturer for customers to consider.

Cadillac Dominates Lincoln Up Until Recently

GM clearly has the advantage over Ford when it comes to a luxury brand, with Cadillac outselling Lincoln by 2 to 1 in recent years. Lately, however, Lincoln has been closing that gap as the brand brings new products to the market. Although Lincoln doesn’t have anything as good as Cadillac’s best model — the CTS line — in its portfolio, what they will have when the MKT crossover comes on the market later this summer are three models worthy of a look – the MKZ mid-size sedan, the MKS full-size sedan and the MKT.

The MKZ doesn’t quite measure up with the CTS given that the Cadillac is a true European style luxury car with an attitude to go with it. Position the base MKZ against the base CTS and the rear wheel drive Caddy is the easy winner over the front wheel drive Lincoln. But, that doesn’t mean that the MKZ doesn’t have something going for it including fresh new sheet metal, an all wheel drive option and, thanks to a new appearance package, more luxury.

Executive Appearance Package Debuts

Just months after releasing the 2010 model, Lincoln will soon be offering a special “dress up” model for its entry level sedan, an Executive Appearance Package featuring additional genuine walnut trim. Also, its navigation system with Sirius Travel Link will be included along with five new exterior color choices. Not a huge difference between this and other MKZ appearance packages but one that should help Lincoln steal some CTS sales especially for those customers who really don’t care which set of wheels drive the car.

Up until recently, American luxury cars have usually featured faux wood trim, something discriminating buyers have avoided. Why go with a Lincoln or a Cadillac if a similarly priced Lexus, Mercedes or Infiniti comes with the real stuff? That disadvantage has been gradually going away as American manufacturers understand that giving customers what they want is a good way to ensure their loyalty. Duh.

Alan Mulally Steers Ford Through Troubled Waters

Of course, Ford could blow everything and still get complacent, but under the leadership of Alan Mulally the automaker is positioning itself as Not Bailed Out Motors and pushing hard to reinvent themselves. The Ford brand is looking healthy, Lincoln is on the mend and Jill Wagner is still “The Mercury Girl” who desperately needs some fresh product to pitch. As Meatloaf has often sung, “two out of three ain’t bad.”