MKZ on Amazon a Perfectly Good Publicity Ploy

Posted by: David Kiley on November 17, 2006

07_Lincoln_MKZ_side_st_430.jpg

Ford Motor Co. is about to start offering its Lincoln vehicles on amazon.com. Search, click, and it takes you to a pagte where you can start optioning. The car doesn’t come to you by UPS, though. Actual sales will be handled through the closest Lincoln dealership to the customer, based on the zip code they enter. Good news for customers is that Lincoln scored in the top five this week on J.D. Power and Associates’ annual Sales Satisfaction Survey, which measures how happy customers are with their dealership experience.


Okay…you can’t buy a car like you can a CD or book. So, why do it? Publicity dude.

Lincoln is trying to revive its brand from nowheresville. Those Wall Streeters and Hollywood moguls who get ferried around town and to the airport in Town Cars want nothing to do with owning one for their own driveway. Add to that two new model names, the MKZ (formerly known as Zephyr) and the MKX, and you have a real awareness problem at Ford’s American luxury unit.

Interesting that only the Navigator, MKX and MKZ get their own amazon product pages. No Town Car page? I guess that makes sense. If you look around at who is still buying a Town Car for their own daily driver, you will notice that they are still tryping their own letters on a manual Underwoods, not computers, and paying their phone bills in person at the phone company.

The amazon deal is to generate stories for a one-day news cycle about Lincoln and the new models. See, it worked. I just wrote about them.

Post a comment

 

About

Want the straight scoop on the auto industry? Our man in Detroit David Welch, brings keen observations and provocative perspective on the auto business.

BW Mall - Sponsored Links

Buy a link now!