(Collingwood, ON) Have you driven a Lincoln…lately? For most people, the answer is likely to be ‘No’, but it seems that Lincoln, the luxury division of the Ford Motor Company, is determined to change that.
Lincoln is in the midst of a complete brand overhaul. In the Ford fold since 1922, Lincoln has seen it’s once strong presence in the North American luxury market segment continue to shrink where today it now holds only about a 3.5% share of the market. The models lacked originality and spoke increasingly to a select and diminishing demographic.
A shrinking customer base is never a good thing, so Ford knew it’s premium brand needed to appeal to a broader base than it currently had. To meet this objective, over the next few model years Lincoln will present completely overhauled versions of their stalwarts, while even introducing all new designs to it’s product line up. The first roll out of the “New Lincoln” is the mid-sized MKZ sedan.
Similar to it’s predecessor the new 2013 Lincoln MKZ is offered with a variety of powertrains. A 3.7L V6 and a 2.0L 4 cylinder with EcoBoost are the traditional powertrain offerings and Lincoln quietly predicts the EcoBoost 4 banger will outsell the V6. More appealing to me though is the 2013 Lincoln MKZ Hybrid, and as part of their efforts to roll out the new Lincoln, a number of journalists, myself included were invited up to Blue Mountain Resort, near Collingwood, Ontario to test out the new hybrid in and around the Niagara Escarpment. My experiences during the drive form the basis of the latest Enviro Dad Test Drive.
FIRST IMPRESSION
If priority number one for Lincoln was to begin appealing to a younger and more sophisticated demographic – one that would feel at home behind a Beemer or a Lexus, then the new MKZ represents a very good start.
Far more sleek and flowing than it’s predecessor, the MKZ hybrid is largely defined by its sweeping roofline and according to Lincoln, is 10% more aerodynamic as well. Full LED exterior lighting further enhance it’s more modern and efficient appearance.
Significant changes can be found inside the new MKZ as well. By far the most distinctive element is the centre console where the mechanical transmission shift lever has been completely removed. Transmission selection is performed through the use of a five-button interface that has been verticlly positioned on the centre stack, just left of the 8″ LCD centre touch screen. The centre console now has additional storage areas, which is something that’s usually hard to find in most mid-sized sedans. Overall positioning of instruments is generally well thought out and the seats, which have been ergonomically designed are supportive and comfortable.
DRIVE
The MKZ hybrid offers 188 net horsepower by combining a 2.0L Atkinson-cycle 4 cyl engine with a lithium-ion battery pack. There were plenty of inclines and declines on our drive through Collingwood and the Beaver Valley and at no time did the MKZ hybrid feel like it was lacking in power. Those who lean towards high performance vehicles may differ in their opinion, but I never got the sense that this vehicle was all about pure performance anyway.
The centre stack push button transmission takes a bit of getting used to. I kept resting my right hand on the centre console, looking for a stick shift to grasp onto, but admittedly this is only something that comes into play a few times on every drive.
One design element that does come into play during the drive is the massive retractable panoramic roof. The 15.2 square foot glass roof can roll back on guide rails to provide one of the largest open topped roofs of any luxury vehicle. During the drive I was almost tempted to call it an “MKZ Cabriolet”. While the huge opening can certainly be an enjoyable experience, I had concerns about the final positioning of the panoramic roof when opened. Given the sheer size of the glass top, when fully opened, it extends over the rear glass and partially restricts visibility from the rearview mirror. On balance I found the anxiety of limited visibility from behind to more than offset the benefits of a big open space above me, so in the end I’m not sure it’s as good a feature as it likely should or could be.
GREEN FACTOR
Fuel ratings for the MKZ hybrid according to Lincoln are set at 4.2 L/100 KM or 56 MPG (City) and 4.3 L/100 KM or 54.7 MPG (Hwy). During the roughly 110 km test drive that my drive partner Steven Bochenek and I shared, over a diversity of terrain, which included both significant inclines and declines, we managed an overall efficiency of 4.9 L/100 KM or 48 MPG. There was one other car that managed 4.7 L/100 or 50 MPG on the same route, so while not matching the numbers given to us by Lincoln, they were impressive numbers nonetheless.
More impressive to me though was that we managed to keep the car in EV mode for more than 60 KM’s of the 110 KM journey. High EV drive ratios take a bit of practice to achieve but with a bit of time behind the wheel, it becomes almost second nature. The MKZ hybrid can drive in full EV mode at speeds of up to 100 km/h so this isn’t just a car that saves gas on city streets.
FAMILY FACTOR
All mid-sized sedans have the capacity to be family vehicles to a certain degree, and the MKZ hybrid is no different. Designed as a 5-seater, the 2nd row will get squishy once the occupants hit their early teens. 3 adults will manage in the back for only shorter distances, but this is symptomatic of most vehicles in this size classification.
Rear trunk space is reduced in the hybrid due to the positioning of the lithium-ion battery underneath the 2nd row seats. Whereas the non-hybrid versions of the MKZ offers 15.4 cubic feet of space, the hybrid version offers only 11.1 cubic feet. You’ll fit some groceries in the trunk and likely a set of golf clubs, but loading up for a weekend away with kids en tow might be a bit of a stretch.
TECH FACTOR
Luxury vehicles are typically loaded with tech, and the MKZ hybrid doesn’t disappoint. The Next Generation SmartGuage with EcoGuide is an advanced and interactive display that coaches drivers to be more fuel efficient while rewarding them with a visual displays to demonstrate their long term fuel efficienct driving abilities.
The new MKZ offers Lincoln Drive Control as standard. Lincoln Drive Control is an automatic system that delivers an ideal balance of a smooth ride with confident handling as it intuitively responds to driver commands and the road, making the 2013 model the most refined and engaging MKZ ever.
As someone who began my career in radio, I’ve always had a soft spot for high quality OEM audio systems, and the Lincoln MKZ certainly doesn’t disappoint. With an available 700 watt 14 speaker, THX certified sound system, there is more than enough to make an audiophile happy. Perhaps the best part of the sound system for me is the ability to play the famous sound trailer that THX equipped movies play in the theatre just before the movie begins. Trust me, it’s one of those experiences that can’t help but make you smile.
SUMMARY
The realists at Lincoln Motor Company understood and realized that the entire brand needed an image makeover. They desperately needed a repositioning of the brand as one that won’t try to appeal to everyone, but will focus on attracting a new market of individual-minded luxury consumers. Identified as progressive luxury consumers, they are responsible for nearly 25 per cent of all luxury vehicle sales in North America. They are affluent individuals who no longer purchase to maintain an image for others, but instead seek fresh new alternatives that appeal to them because they found a truly unique choice.
As the debut model of the new Lincoln way of thinking, the MKZ is a credible, stylish and generally impressive offering. While some elements give you the feeling that perhaps they are trying too hard to impress, overall the fundamentals of a new North American luxury brand, one that is more able to compete against European and Japanese imports is certainly there.
While it may have 90 years of history to look back upon, only through a progressive approach will Lincoln have any chance of being a viable player going forward. It seems with the MKZ that they’ve achieved something worthy of attention, now only time will tell if their target market takes any notice.
BY THE NUMBERS (OUT OF 10)
LOOK/DESIGN:
EXTERIOR – 9.0
INTERIOR – 8.0
DRIVE – 8.5
GREEN FACTOR – 9.0
FAMILY FACTOR – 7.0
TECH FACTOR – 8.5
VALUE – 8.0
(AS TESTED $52,505)
OVERALL SCORE – 8.5
Disclaimer: All costs related to accomodation and meals provided by the automaker.
I have owned a 2013 Lincoln MKZ since they went on sale. I love this car. By far the best car I have ever owned. Test drove one on a road trip across country and fell in love. I purchased a fully loaded MKZ with the pano glass roof because in my opinion, thats its best feature. I get compliments on it all the time with the best one being, “That car is stunning!”