. Zephyr Builds Momentum With Early Sales, Media
Drive
Photo: Ford
The crossover
utility vehicle phenomenon is just getting started. Here's a sneak peek at
the next generation 2007 Lincoln Aviator, which will be one the headliners
of the auto shows in January. The new 2006 Lincoln Zephyr (left) is on
sale this fall, introducing an entirely new generation of customers to the
qualities that have made Lincoln an American luxury marque for more than
70 years. Lincoln will continue to bring new products to new customers
next year, with the 2007 Lincoln Aviator (right). The stylish luxury
crossover debuts at auto shows in January.
By Kristopher Spencer, FCN:
Building momentum for growth is the focus of both the Mercury and Lincoln
brands. The all-new Lincoln Zephyr is the newest product to help reach
that goal, and this week in New York media will take part in a Lincoln
experience centered on the Zephyr and the brand's new advertising theme
"Reach Higher."
"Zephyr joins Lincoln's
product portfolio as the new entry point to the brand," said Al
Giombetti, vice president, North American Sales. "It makes Lincoln
relevant to a new generation of customers ready to move up to a luxury
vehicle."
In recent years, Lincoln's
profile with consumers has diminished due in part to intense competition
from imports but, with the launch of the Zephyr, the brand is ready to
being attracting new, younger buyers.
"Zephyr is at the
forefront of a progressive effort to rebuild the Lincoln image,"
Giombetti said, adding that an all-new Lincoln Aviator crossover SUV will
build on the Zephyr platform and will be introduced in the 2007 model
year.
Starting at $29,660, the
entry-level Zephyr is expected to compete head to head with the Cadillac
CTS and Lexus ES 330. Among the features highlighted at the drive event
are the car's technically sophisticated 3.0-liter V6 with 221 horsepower,
the segment-exclusive 6-speed automatic, 600-watt THX II-Certified audio
system with surround sound, an all-new, DVD-based navigation system,
heated and cooled seats and the largest trunk in the segment.
In addition to introducing
the Zephyr, the event also addressed the brand's long-term strategy for
updating its traditional image as an "older" person's luxury
brand. With 300,000 domestic consumers upgrading to luxury cars and SUVs
each year, the brand is taking proactive approach to raising its profile
with buyers.
"We want to communicate
a kind of partnership between the entry-level luxury buyer and
Lincoln," Giombetti said. "We're promoting the idea that owning
a Lincoln is a transforming experience that can boost their can-do spirit
and optimism -- to make them strive for more."
