Why did Lincoln discontinue the MKS?
The MKS was discontinued because sales were weak and Lincoln shifted its strategy toward SUVs, reviving the Continental as the brand’s flagship to sharpen its lineup.
Context and timeline
The Lincoln MKS arrived for the 2009 model year as a large, premium sedan meant to sit above the MKZ. Despite a well-appointed interior and available features, demand for full-size luxury sedans in the U.S. market dwindled through the 2010s. At the same time, Lincoln’s parent company, Ford, pursued a broader lineup simplification and a pivot toward crossovers and SUVs, reshaping the brand’s future.
Launch and market positioning
When it launched, the MKS was intended to anchor Lincoln’s traditional big-sedan segment, offering upscale amenities and available all-wheel drive. However, its styling, pricing, and perceived value did not resonate as strongly as Lincoln hoped, especially as customer interest shifted toward SUVs and crossovers within the luxury space.
Before discussing the factors that led to discontinuation, it helps to outline the main forces shaping the decision.
- Weak sales and limited demand for large Lincoln sedans in the U.S. market.
- Older platform and aging design that made ongoing updates less cost-effective against newer models.
- Strategic shift toward crossovers/SUVs, which offered higher profitability and broader consumer appeal.
- Product-line simplification: prioritizing the MKZ and Continental as core sedan offerings.
- Perceived value challenges as buyers compared the MKS to newer Lincoln models and to rival brands.
The combination of meager demand and a refocused product strategy ultimately nudged Lincoln away from investing in the MKS long-term.
What happened next
After the MKS was discontinued, Lincoln reorganized its sedan lineup around the revived Continental and placed greater emphasis on its growing family of crossovers and SUVs. The Continental returned as Lincoln’s flagship for the 2017 model year, while the brand expanded its SUV lineup to address shifting consumer tastes.
- End of MKS production after the 2016 model year, as part of Lincoln’s lineup rationalization.
- Revival of the Lincoln Continental for the 2017 model year to serve as the flagship sedan.
- Pivot toward SUVs and crossovers: later introductions and expansions (e.g., Nautilus, Aviator, Corsair) to drive growth and profitability.
Concluding note: The MKS’s discontinuation reflects a broader industry trend during the 2010s—luxury buyers increasingly favored SUVs—prompting Lincoln to streamline its offerings and double down on vehicles with higher margins and greater market appeal.
Summary
In short, Lincoln discontinued the MKS due to weak sales, an aging platform, and a strategic pivot toward crossovers and a revived Continental flagship. This shift aligned the brand with evolving consumer preferences and profitability goals, shaping Lincoln’s direction into the late 2010s and beyond.
