Why did Lincoln discontinue the MKZ?
Lincoln, the luxury vehicle division of Ford Motor Company, discontinued the MKZ sedan in 2020 after nearly a decade on the market. The decision to discontinue the MKZ was part of Lincoln's broader strategy to shift its focus towards SUVs and crossovers, which have become increasingly popular with consumers in recent years.
The Rise and Fall of the Lincoln MKZ
The Lincoln MKZ was first introduced in 2006 as a replacement for the Lincoln Zephyr. It was designed to compete with other entry-level luxury sedans, such as the Lexus ES and Acura TLX. The MKZ was initially well-received, with its sleek styling, comfortable interior, and a range of available features, including a hybrid powertrain option.
However, over time, the MKZ struggled to maintain its market share as consumer preferences shifted towards larger, more versatile vehicles. The sedan segment as a whole has been in decline, with SUVs and crossovers becoming the dominant choice for many luxury buyers.
Lincoln's Shift Towards SUVs and Crossovers
In recent years, Lincoln has been focusing its efforts on developing and promoting its lineup of SUVs and crossovers, such as the Navigator, Aviator, and Nautilus. These vehicles have been well-received by consumers and have helped to drive Lincoln's sales growth.
- The Navigator, Lincoln's flagship SUV, has been a particularly strong performer, with sales increasing by over 50% in 2020.
- The Aviator and Nautilus have also been successful, offering a blend of luxury, performance, and utility that has appealed to many buyers.
- Lincoln's focus on SUVs and crossovers aligns with broader industry trends, as consumers have increasingly shifted away from traditional sedans in favor of larger, more versatile vehicles.
By discontinuing the MKZ and focusing on its SUV and crossover lineup, Lincoln aims to better meet the evolving needs and preferences of its target market.
