DEARBORN - The month of April was a step in the right direction for Lincoln. Overall U.S. sales for the brand were up 21 percent from a year ago, this was led by phenomenal Lincoln MKZ sales which were up 115 percent year over year.
“We are very encouraged with our early performance of the MKZ, the first of four new Lincolns coming in four years,” said Ken Czubay, vice president, U.S. Marketing, Sales and Service. “It is yet another proof point that we are on the right path toward the long-term reinvention of the Lincoln brand.”
MKZ sales also exceeded 4,000 units for the first time.
“As our dealer inventories have normalized, we are starting to see the impact MKZ is having in our showrooms,” said Kevin Cour, manager, Lincoln Sales and Operations. “And we are looking forward to an incredible May.”
Taking a closer look at the 4,012 MKZ units sold, the average dealer gross profit was $3,600.
“This is an unbelievable accomplishment for our dealers who are rebuilding,” said Cour.
Approximately 30 percent of sales came from the Lincoln MKZ Hybrid. MKZ Hybrid also was one of the fastest turning vehicles, staying on dealer lots for just 11 days with sales to availability at 59 percent.
The fastest growth market for MKZ was in the Los Angeles region were retail sales more than tripled compared to a year ago with MKZ Hybrid leading the charge. MKZ Hybrid made up about 60 percent of retail sales in Los Angeles.
“Given the strong demand for MKZ Hybrid,” said Czubay. “We will be increasing our hybrid production mix to 30 percent for the upcoming 2014 model year to support our dealers.”
In May, Lincoln will launch The Lincoln Sales Event, which offers clients a complimentary first month payment. In support of the campaign there will be three TV spots, two for MKZ and one for Lincoln MKX. This includes the first ever 30 second spot Tier 3 shell for dealer tagging.
Additionally, Lincoln continues to make strides on personal service.
Launched in early April, Lincoln Concierge provides potential clients with a highly personalized online shopping experience designed to connect the online and offline touchpoints. In just its first three weeks since launch, more than 14,000 potential clients have visited the site with 55 percent of those visitors registering an account.
“May is here and its time for us to execute,” said Cour. “We have great plan, great availability and a wonderful new product in the MKZ. Let’s take full advantage of this opportunity as we look forward to continuing our journey of re-inventing the Lincoln brand.”