Ford Motor Co., a laggard in the U.S. luxury-auto market, said its Lincoln brand sales rose about 30 percent this month as it introduced new advertising for the revamped MKZ sedan ahead of rivals’ holiday promotions.
MKZ led the brand’s gains, surging about 70 percent from a year earlier, when Ford was selling down inventory of the previous model, Kevin Cour, Lincoln’s sales and service operations manager, said Thursday in a telephone interview. The Dearborn-based company introduced the Luxury Uncovered campaign for MKZ on Oct. 9.
“We are very happy that we got engaged in October versus waiting for Wish List,” Lincoln’s annual holiday sales event, Cour said. “The campaign is now seeded in the market, and as people begin their purchase consideration, Lincoln can be a bigger part of the conversation.”