Ford/Lincoln has come to market with a campaign to attract women buyers to their revised Lincoln MKX with something called “Touch Me All Over.” I know of a few men who might be hooked into reading further but Shawn Lollie, Lincoln multicultural marketing manager, says “This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX. We’re going to really highlight how Lincoln products are an extension of a person’s life, in this case a successful African American woman’s, and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings.” Targeting upwardly mobile women in the urban market, TV spots will air on BET, TV-One, The Gospel Music Channel and CNN.
Having driven the new Ford/Lincoln products, I will assert that they have packaged their entertainment/navigation systems into a comprehensive computer with nice touch controls.
The dash is able to move around so drivers can put things where they want. Cell phones and wireless internet (via a cellular card) can hook you up in an instant. Drivers and passengers can cry out for the nearest pizza and the GPS system will lead them there utilizing routes that use the least amount of gas.
And all of this “MyLincoln" Touch driver connect wizardry is powered by Lincoln SYNC®, which happens with audible commands so hands can stay at 10 and 2. For more controls, the steering wheel has all the necessary functions available in five-way buttons that feel familiar to anyone who has used a mobile phone or MP3 player.
However, even corporate-climbers want comfort and luxurious appointments that pamper the driver and not stress them out with complicated controls. To that end, Lincoln designers have wrapped all this technology in leather and soft cushions. The 2011 MKX is not so much a Ford Edge with extra bells and whistles anymore. Now it has a character all its own.
“The 2011 Lincoln MKX represents no-compromise luxury,” said Elaine Bannon, chief engineer. “Every attribute – technology, ergonomics, material selection, power, fuel economy, driving experience – is a standout. Plus, it’s wrapped in a beautiful package.” I agree. The wood is real and gorgeous. The knobs are engineered with precision. The cabin is quiet and coddles the 5 passengers in a quality not found in previous Lincoln’s- not even the Town Car.
The new standard 3.7-liter V6 engine (developed first in the Mustang) now produces 305 horsepower, which is 40 more hp than before. The 2011 Lincoln MKX achieves EPA-estimated 19 mpg city and 26 mpg highway in two-wheel drive.
To create higher urban appeal, the new exterior includes LED tail lamps, indirect LED lights inside, and optional 20” wheels. To keep from bumping into other urban vehicles, Lincoln has included reverse sensors and a Blind Spot Information System integrated into the reflectors to “watch out” for the driver. The 4-inch oval exhaust tips, significantly larger on the 2011 Lincoln MKX, add to the unique luxury crossover’s presence.
For the gear heads out there, the MKX rides on new springs, shocks and stabilizer bars tuned for flat cornering and better stopping on larger 4-wheel disc brakes. The ride is tauter and the Lincoln float-a-boat ride is gone.
The six-speed automatic transmission is smooth as silk and the exhaust growl is undetectable. With a new engine cover, new intake and exhaust systems, and a new torque converter, rpm are down on launch and tip-in is smoother, all reducing engine noise. For the non-gear heads, the ride will still take people a long way in comfort and good control up mountain passes and across windy deserts.
To touch one all over with sound, the 2011 Lincoln MKX uses the world’s first iTunes® Tagging in combination with HD Radio™. Ford explains that iTunes Tagging captures a song they hear on the HD Radio for a later purchase from iTunes. Hear a song you like, push a “TAG” button and the song information will be stored in the radio’s memory. Once a song is tagged and customers dock their iPod to the SYNC system, the tagged song information will transfer to that iPod. Pretty hip.
Will the “Touch Me All Over” campaign draw women to buy a new Lincoln MKX and reach a new urban market? Time will tell. If one can afford this kind of luxurious ride, the new MKX will certainly get you there in style, and a whole lot of big luggage to boot. Maybe this would be good for certain women out there!