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At the New York Auto Show last month, I was approached by a Lincoln saleswoman who offered me the chance to earn $50 simply by visiting my local Lincoln dealer and test driving any car. Sounds like a no brainer, right? I did not mind putting my name on their mailing list - the worst thing that could happen is I would get some promotional material in the mail. The $50 offer expired in 1 month. I received this reminder in the mail (click through to see more):
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Every weekend when I would have time to visit the closest dealership (which is actually 45 minutes away!), I start going through my opportunity costs, and realize that I would rather:
- Go for a run
- Do work
- Spend time with friends
- Take a ride in a more exciting Zipcar (Volvo S40 / BMW 3 Series)
I realize that Ford recently announced they are spending $1 billion to revive the brand and forcing dealers to spend $1 million each to upgrade dealerships (ouch!) - both of which are fantastic and much needed - but as things stand today, the brand is a collection of neglected, unexciting, has-been, me-too warmed over Fords. And their MK nomenclature is bland and confusing. Going one-by-one:
- Lincoln MKZ: I love the Ford Fusion - don't get me wrong - but not for $35k. While the Fusion looks edgy and aggressive, the former Zephyr somehow looks boxy and stodgy.
- Lincoln MKS: mildly attractive, and certainly capable, but very bland. Anything is better than the ancient Town Car, but who wasn't disappointed when they revealed this blobby Taurus cousin?
- Lincoln MKX: Again, love the Ford Edge, but this looks way to similar to be a legitimate entry into the competitive CUV field. How can this compete with the Audi Q5/Q7, Volvo XC60, MB M Class, and BMW X5? The interior is an upmarket improvement over the Edge, but from the side the cars are identical. Fail.
- Lincoln MKT: Did someone die? This Ford Flex cousin looks like a hearse. What's with the weird kink between the C and D pillars? Unflattering back end, toothy front end. I also do not understand what segment this wagon competes in...
- I don't think we need to take up much space for the ancient Navigator or Town Car. These uncompetitive entries are really only sold to fleets at this point (one would hope!)