Lincoln Ad Campaign Directly Targets Lexus
Lincoln is launching a marketing campaign today aimed directly at rivaling Lexus products.
A series of commercials will run at least through the end of the year showing young couples sitting on a couch posing questions to a pair of cars facing them. Text responses appear over the cars as the couples ask questions that highlight features available on Lincoln products that Lexus doesn’t offer.
A standard adaptive suspension, and the gargantuan retractable sunroof both featured on the MKZ sedan and missing on the Lexus ES. Instead, the Lexus counters with talking about how shiny it is.
Another spot highlights winning a 2013 J.D. Power APEAL Award for best compact premium car. In that ad, the car “blushes” between shots by turning red.
Unfortunately, Lincoln’s confrontational campaign will not include an over-the-top entry to this year’s Superbowl, the company said on Tuesday.
The MKZ is the first in a series of product launches that Lincoln hopes will reinvigorate the brand and attract younger buyers. So far, it’s been slow going. The MKZ got off to a horribly rocky start with months of delays before pre-orders were filled and sales are trailing industry growth.
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Luke is an energetic automotive journalist who spends his time covering industry news and crawling the internet for the latest breaking story. When he isn't in the office, Luke can be found obsessively browsing used car listings, drinking scotch at his favorite bar and dreaming of what to drive next, though the list grows a lot faster than his bank account. He's always on <A title="@lukevandezande on Twitter" href="http://twitter.com/lukevandezande">Twitter</A> looking for a good car conversation. Find Luke on <A title="@lukevandezande on Twitter" href="http://twitter.com/lukevandezande">Twitter</A> and <A title="Luke on Google+" href="http://plus.google.com/112531385961538774338?rel=author">Google+</A>.
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