SEOUL – Ford Sales and Service Korea President Jae Jung unveiled the Lincoln MKC and showcased eight additional Ford and Lincoln models at the Busan International Motor Show late last month.
Lincoln’s first small premium compact utility vehicle, the MKC will be launched in Korea in the second half of this year. The MKC gives Lincoln a compelling offering in the small premium utility vehicle segment and provides Korean customers with differentiated choices. Arriving on the heels of the all-new and successful 2013 Lincoln MKZ sedan, the MKC is the second new vehicle from Lincoln’s brand transformation strategy.
The unveiling of the MKC was one of the highlights of the Busan show. More than 100 journalists turned out to watch the reveal, which was accompanied by music from pop pianist Jiho Shin. Kyungmin Ha of Newsis, a nationwide wire service in Seoul, noted both the presence of company executives and that the Ford and Lincoln display was the largest ever by an import car company. “These actions by Ford have shown that its words of increasing the Asian market by three to five times, starting from the Korean market, were not bluffs.”
The MKC’s sleek and sculpted body gives a dynamic and powerful impression. Premium design elements, such as plush leather interiors with French stitching and wood trim, accentuate its elegance and grace.
Equipped with the 2.0-liter EcoBoost engine, the Lincoln MKC is projected to produce 240 horsepower at 5,500 rpm and 270 lb.-ft. of torque at 3,000 rpm, according to preliminary test data. Lincoln Drive Control will allow the driver to select from sport, comfort and normal drive modes to cater to their driving mood.
Its importance was not lost on journalists in attendance. “The MKC is a strategic model that will be a differentiated choice in the compact luxury SUV market, which is growing popular worldwide,” wrote Jaechul Son in Sports Kyunghyang.
Ford has experienced rapid growth in Korea, aided by its extensive product line-up, much of which was on display at the Busan show. Among the vehicles Ford featured were the Explorer, Taurus and Mustang, the iconic muscle car that celebrates its 50th anniversary this year.
“As we continue the expansion of ‘Power of Choice,’ Korean customers will be able to witness Ford Korea’s effort to fulfill the needs of Korean customers,” said Jung, discussing Ford’s focus on delivering on its promise to give customers unprecedented choice when it comes to fuel-efficient technology. “The 2014 Busan International Motor Show provided a great opportunity to showcase Ford and Lincoln’s portfolio through a line-up characterized by stronger performance, more sophisticated design and greater efficiency and eco-friendliness.”
Ford Mustang and Explorer Spotlighted
The Ford Explorer, the only gasoline vehicle among the top 10 best-selling imports; the Taurus, one of the strongest models in the full-size sedan market; Focus, Fusion and Escape were also on display, as was the MKS, Lincoln’s full-size luxury sedan, and the Lincoln MKZ, named Korea’s Innovative Car of the Year by one of Korea’s most prominent media groups, the Joongnang Ilbo.
The Ford Explorer Camping Zone display introduced the strength of the “camping-suitable” Explorer to showgoers interested in camping and glamping – glamorous camping. Visitors also had a chance to walk away with one of the featured camping items just for visiting the display.
In honor of Mustang’s 50th anniversary, show visitors could take selfies at the “Mustang the Look” section against the background theme of their choice and keep the photos as souvenirs. There was also a Mustang gallery, where visitors tested their skills on a Mustang slot car track surrounded by historic Mustang photographs.
Interactive Experiences and Entertaining Programs
Among the display’s interactive features was a live LED show showcasing Ford’s leading technology and the Ford Quiz Show, with giveaways for those who answered correctly.
Visitors also used their mobile phones to scan the QR codes of Ford and Lincoln vehicles on display, then collect all the related badges for the selected vehicles for giveaways. Participants who completed the mission could share the badges on their social network. A Mustang puzzle board game rewarded those who completed the puzzle the fastest with a prize.
Ford Korea’s display at the “Ocean of Vehicles”-themed Busan show was one of the two largest. Jung said, “Ford Korea is making a full effort to reach out to our customers in Korea through new product lineup and competitive marketing. We hope the visitors to the 2014 Busan International Motor Show learned what Ford has to offer, and we will continue to strive for growth.”