Lincoln will offer free maintenance to help boost demand for its expanding line-up.
Struggling to kick-start sales before its sibling Mercury division permanently closes its doors, Lincoln will offer a free maintenance incentive program that extends til the end of the summer.
The program, which covers such routine repairs as brake linings and tire rotations, will cover new Lincoln products for up to 3 years or 45,000 miles. The campaign runs until September 7, though considering the success other makers, like BMW, have had with similar programs, Lincoln could very well decide to extend the offer beyond the summer.
“Our commitment is to further grow the Lincoln brand and offer our luxury customers the premium experience they deserve and expect,” said Ken Czubay, vice president of U.S. Marketing, Sales and Service for Lincoln’s parent, Ford Motor Co. “Our free scheduled maintenance offer marks only the first step in our plans to further upgrade the Lincoln experience.”
Ford has been trying to revive the once-powerful Lincoln line for a number of years, and has recently launched an array of new products to flesh out the brand line-up, models like the big MKT crossover and flagship MKS sedan.
After taking a sharp plunge – along with the rest of the industry – last year, Lincoln sales are up a moderate 11%, so far this year, but that’s barely keeping pace with the overall market recovery, and the luxury segment, in particular.
Rebuilding Lincoln has become especially critical for Ford in light of its recent decision to abandon the moribund Mercury brand after years of debate over its future. The challenge will be to make Lincoln able to stand on its own, though many analysts expect that eventually, all former Lincoln/Mercury dealerships will be rolled together with a Ford franchise.
Lincoln does have some positive momentum. It has received generally positive reviews for its latest products and early reports are decidedly upbeat for the next-generation MKX crossover.
The Ford luxury brand notably surged from 26th among all brands in the J.D. Power Initial Quality Study, last year, to seventh in the 2010 IQS. That marked the biggest jump of any brand available in the U.S. and positions Ford with top luxury nameplates like Porsche, Lexus and Mercedes-Benz, and well ahead of its cross-town rival, Cadillac, which scored below average in the latest J.D. Power quality study.
Free brake linings? This is great!
But: Either Fords marketing chief is woefully ignorant of the proper use of the English language or he is somehow ignorant of how his cars are actually made. By definition Brake Linings are the material glued or rivited to the curved surfaces of brake shoes. The last tome I looked Lincolns had brake pads but not brake shoe in sight. At least their gesture is genuine. And the truth is that Lincoln is making a heck of a car these days. It deserves to sell in far higher numbers than it does. .