November 07, 2014
Bill Saporito

You’ve got to give Lincoln Motor a little credit just for the sheer audacity of its marketing posture for the MKC, its new entry-level luxury crossover SUV. No, I’m not talking about the endlessly parodied commercials featuring stud actor Matthew McConaughey. I’m talking about Lincoln inviting direct comparison with foreign rivals such as the Audi Q5, the BMW X3, the Mercedes GLK, and the Acura RDX — and basically saying, “Bring it on.”
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What gives Lincoln this kind of chrome chops? In truth, a little desperation helps. When Alan Mulally reorganized Ford a couple of years ago, he sold off the company’s upscale badges — Jaguar, Range Rover, and Volvo — and junked its pointless Mercury brand. Lincoln lived because it could offer something unique: American luxury.

Source
Time