DUBAI, UAE – During an exclusive Middle East premiere ahead of the Dubai International Motor Show, Lincoln introduced the MKC Concept – a small luxury utility vehicle that signals the brand’s intention to become a major contender in the premium market.
With nearly 40 per cent growth during past four years and nearly 30 per cent growth this year alone, the small luxury utility segment represents a key opportunity for Lincoln in the Middle East and is a key next step in Lincoln’s strategy to grow with four all-new vehicles in four years.
The event gave Lincoln an opportunity to show the MKC Concept to 80 members of the media, bloggers, lifestyle media, VIP customers and others – setting the stage for its regional motor show debut on Tuesday.
Paul Anderson, Ford Middle East marketing director, said “We are reinventing Lincoln by focusing on the largest and fastest-growing segments of the luxury market, while offering clients something different. The recently introduced MKZ is a great example of this direction as it re-establishes Lincoln in the largest luxury segment. And now, the MKC Concept highlights a key opportunity in one of the fastest-growing parts of the luxury market here in the Middle East.”
The MKC Concept is already drawing praise from those who attended the event. Zaran Tarapore of Auto Middle East wrote “we can barely contain our excitement.”
In addition to signaling the tone and direction for the next all-new Lincoln entry, the Lincoln MKC Concept showcases another key element of the brand’s reinvention – Lincoln Black Label, a collection of ultra-premium exterior and interior themes from the Lincoln Design team that will eventually be available on every Lincoln model. Middle East customers will have an opportunity to see the Modern Heritage theme showcased on the MKC Concept.
“Customers in the Middle East understand the essence of luxury and importance of craftsmanship,” said Susan Lampinen, group chief designer, Color & Material Design, who is visiting Dubai for the motor show. “This is a region that values not just fashion, but more importantly, style and personalised experiences. The Middle East is certain to play a role in Lincoln’s global growth.”
Dubai Show Display Shows Lincoln is Stronger Than Ever
Lincoln has seen its Middle East sales increase 60 per cent this year, and the brand’s strongest ever product lineup in the Middle East provides for even greater backbone for 2014.
This week, Lincoln will showcase the MKC Concept alongside its full lineup of premium vehicles in the brand’s first dedicated display stand inside the Sheikh Saeed Hall at the Motor Show. Show visitors will see the full-size MKS, utility vehicles MKX, MKT and Navigator, and the all-new MKZ mid-size premium sedan.
The all-new Lincoln MKZ was recently introduced in Dubai as GITEX’ Official Car of the Show and was the first to be rolled out from the dedicated Lincoln design studio.
In line with the MKZ’s technology and innovation, visitors to the Lincoln stand will have the chance to experience a world-first activation specifically created to make Lincoln’s presence at the show unique and memorable.
A highlight of the Lincoln display will be a fully customised Lincoln MKZ that features a unique rear-seat virtual test drive, allowing visitors to experience the features of the car while being driven around the city of their choice with a virtual chauffeur. The car is also unique in that the front windshield has visuals projected onto it from within, and the windows of the front-doors feature interactive brochures that visitors can interact with using gestures.
“Lincoln is being invented in every way,” said Anderson, “and we are so excited to give Middle East customers an opportunity to see and experience that firsthand.”