It seems that Lincoln is refining how to stroke its luxury customers. With generations of long-entrenched stalwarts known for choosing stately over invigorating fading in its rear view mirror, the MKC from Ford Motor Company's luxury line - by corporate edict now having a divisional status approaching autonomous - is the perfect opportunity to spring free of any leftover perceptions with a balance of technical ingenuity, driving agility and the kind of no apologies pampering that can make even a jeans clad entrepreneur weep. All that wrapped up in a "Bam, you're good looking!" body. A long conversation with French-born Lincoln Global Communications chief Stephane Cesareo confirmed a mission directive to not just re-brand or re-invent Lincoln, but to craft an ideologically completely new vehicle marque that had not previously existed. Indeed, the whole of our discussion revealed passion and purpose, devoid of any notion of maintaining the status quo. Refreshing, outstandingly refreshing, this interaction, in an industry landscape wherein mediocrity is too often celebrated above creativity, innovation and boldness.

1. eMOTION! REPORTS
Automotive/Aerospace Industry Research and Analysis
2015 LINCOLN MKC:
A STROKE OF LUXURY
The Automobile as Symbiotic to Lifestyle: 2015 Lincoln MKC - Image: Lincoln
"Lincoln camelater to the dance than some of its small, luxury crossover rivals
(think Acura RDX, Audi Q5, or BMW X3) it still made the music stop when it
did."

2. 2015 Lincoln MKC: A Stroke of Luxury
By the eMOTION! REPORTS evaluation team; Martha Hindes, Executive Editor and
Myron D. Stokes, Publisher
Bloomfield Hills, Michigan - It seems that Lincoln is refining howto stroke its luxury customers.
With generations oflong-entrenched stalwarts known for choosing stately over invigorating fading
in its rear viewmirror, the MKC from Ford Motor Company's luxury line - by corporate edict now
having a divisional status approaching autonomous - is the perfect opportunity to spring free ofany
leftover perceptions with a balance of technical ingenuity, driving agility and the kind of no
apologies pampering that can make even a jeans clad entrepreneur weep. All that wrapped up in a
"Bam, you're good looking!" body.
A long conversation with French-born Lincoln Global Communications chiefStephane Cesareo
confirmed a mission directive to not just re-brand or re-invent Lincoln,but to craft an ideologically
completely newvehicle marque that had not previously existed. Indeed, the whole ofour discussion
revealed passion and purpose,devoid ofany notion ofmaintaining the status quo. Refreshing,
outstandingly refreshing,this interaction, in an industry landscape wherein mediocrity is too often
celebrated above creativity, innovation and boldness.
"Elegance coupled with outstanding dynamics", is the way John Jraiche put it. He was stating that
the "MKC represents a significant milestone in the company's plan to expand the brand lineup."
As ChiefProgram Engineer ofthe Lincoln MKCcompact luxury crossover, he should know. While
the newMKC is related to parent company Ford's long-established and highly successful Escape
small crossover, the comparison ends there.
Consider the foregoing comment as fact, not assertion, and we say this based on experience. In mid
November, a pre-production MKC, thanks to long time colleaguesSam Locricchio and Said Deep,
was made available as the rigors ofMichigan winters were taking hold and the vehicle proved itself
capable in all climatic conditions with EcoBoost 2.3 -liter power and all-wheel-drive. And, we will
confess that our immediate response was "Oh, another warmed over vehicle line making a pretense
at luxury." We couldn't have been more wrong, and we're happy to admit it.
"A long conversation withFrench-born Lincoln Global Communicationschief
StephaneCesareo confirmed a mission directiveto not just re-brand or re-invent
Lincoln, butto craft an ideologicallycompletelynew vehiclemarquethathad not
previouslyexisted. Indeed, the whole of our discussion revealed passion and
purpose, devoid of any notion of maintainingthe status quo." -
Bear in mind that we've had the opportunity to drive virtually every vehicle manufactured on the
planet, inclusive ofBentleys,Ferraris and Maseratis, over the past three decades,and it is difficult
not to feel experiential apathy and complacency at some level. Couple that with high performance
driving skills honed at some ofthe world's best driving schools inclusive ofthat owned by long time
friend and colleague Bob Bondurant - instructor to Hollywood A-List actors over the years - along

3. with Skip Barber Racing, and you get the point ofa higher threshold required, in terms ofquality
and overall performance, to be impressed.
In the course ofour 10 day evaluation, we coaxed Emmy Award winning PBS independent producer
Clara Wilkerson and producer of a forthcoming global automotive television series "DRIVE! With
Myron D. Stokes" (a program to be carried by the world's best networks, designed to take industry
reportage and analytics to newlevels and which will eventually reach over a billion viewers) to take
the wheel. After 30 miles in a variety oftraffic conditions, she pronounced MKCas "confidence
inspiring", and this coming from someone who is a self-proclaimed "Jaguar and Mercedes
loyalist."
(Editor's note: We'll take this opportunity to say that Wilkerson was wrapping up filming with Detroit
Public Television crews at Greenfield Village a re-enactment of pivotal events in the life of pioneer
automotive industry supplier, John W. Barfield. The Henry Ford team was kind enough to provide a
1929 Ford pickup for this segment of the PBS documentary "Starting From Scratch: The Remarkable
Life of John W. Barfield". It is expected to be screened in Detroit late next month.)
Customer Targets
This is a small crossover meant to lure the emerging movers and shakers who can pay for what
they want but will pay for it wisely.
"With MKC, Lincoln continues its move toward targeting a younger, more diverse customer", said
Jraiche, adding that "the MKC positions Lincoln to resonate with drivers in key markets on the
East and West coasts."
Those markets are intrinsically important to Lincoln. For decades the stronghold ofluxury
imports, they have emerged as the battleground for the hearts and minds ofthe newly affluent with
a yen for buying truly extraordinary American product, where previously they might have
gravitated toward Lexus, Audi, Mercedes-Benz, Land Rover or Volvo.
The MKC was designed to neutralize such offshore longing. Beginning with the most important
first impresssion, Lincoln crafted a truly handsome vehicle; sleek, well-proportioned and with
enough American pizzaz to add a little in your face attitude in case one needed a reminder ofits
bloodline.
Then there was understanding who they were seeking to attact. "The segment is being driven by
the newluxury buyers who are coming into affluence, as well as by current luxury owners who are
moving from larger vehicles to smaller ones as their life desires change," said Jraiche. "And the
move is strategic, in addition to its appeal. the small premium utility vehicle is the fastest growing
part ofthe luxury market", he said. That's a segment which has grown by 25 percent since 2012
and by more than 200 percent since 2009.
Lincoln came later to the dance than some ofits small, luxury crossover rivals (think Acura RDX,
Audi Q5, or BMWX3) it still made the music stop when it did.
"Not only is MKC the second newvehicle in the brand's plan to introduce four newluxury vehicles
by 2016 (the return ofContinental was just announced) but we strategically sought a compelling
offering in the small premium utility vehicle segment", added Jraiche.

4. The similar underpinnings ofthe Escape are not only tried and true, but highly praised, such as the
2.0 - liter turbocharged EcoBoost inline four that churns out 240 horsepower and 270 lb.-ft of
vibrant torque. The six-speed Selectshift automatic with paddle activation is on all models,
including front and all-wheel-drive versions.
MKC's premium powerplant is the 2.3 - liter 4 ofMustang fame that takes horsepower numbers to
an agile and innvigorating 285. Making sure that behaves with authority and fun is insured by the
addition of such performance options as continuously controlled suspension damping on the rear
shocks - part ofOptional Lincoln Drive Control - that tops offthe performance worth standard
suspension.
2015 Lincoln MKC Interior - Image: Lincoln
Going inside adds to the "ahhhh" factor, with beautifully crafted wood inlays, delicious Deepsoft
leather from Bridge of Weir on premium models, the hush ofactive noise control and an invitation
to luxuriate even when not on the road. Lincoln's smart-phone compatible My Lincoln Touch
enhances personalized driving time and not only locks, unlocksand starts it remotely, but lets the
owner find his or her MKC anywhere in the world.
Features such as BLIS blind spot with cross traffic alert, Lane Keeping System and adaptive cruise
control with head-up warning display that warns one if a collision seems impending,help the driver
get there safely. Active Park Assistcan eliminate the anguish ofparallel parkinng (a feature we
expect to enjoy).

5. Lincoln MKC Black Label Concept - Image: Lincoln
As if the features ofthe vehicle aren't enough,Lincoln has added some delicious incentives for the
truly discerning with Lincoln Black Label premium ownership experience designed to exude
indulgence at the highest level, including rare, top-end interior materials,gorgeous color tones,
complimentary anytime car washes and and annual detailing, and even a list oftop chefrestaurants
nationwide. We consider this stroking to the nth degree.
Suffice it to say we've enjoyed the touchy-feely introduction to the MKCand are in line for
additional, and longer term, seat time shortly.
We'll keep you posted with real world updates ofthe "Lincoln experience" and, congratulations to
the Lincoln team.
# # #
Next Week: 2200 Miles From The Oldest City in The Americas, St. Augustine, to The Motor City in
2015 Mustang and Discovery of an Undersung Bloomfield Hills Hotel Gem, The Kingsley, in the
making...

7. 2015 Ford Mustang Cockpit... Images: eMOTION! REPORTS
Related:
http://emotionreportscom.blogspot.com/
https://asimov52.wordpress.com/2012/11/28/veteran-automotiveaerospace-journalistanalyst-
available-for-interviews-on-state-of-the-industry-its-product-and-riskbenefit-analysis-of-western-
auto-companies-doing-business-in-the-peoples-repu/
http://www.slideshare.net/GHHLLC2/2013-dodge-challenger-rt-at-lauberge-de-sedona-a-blending-of-technological-and-
culinary-excellence
http://www.slideshare.net/GHHLLC2/20092010-auto-industry-analysis-gms-transition-to-china-4-emotion-reportscom
http://www.slideshare.net/GHHLLC2/richard-holbrookes-world-memories-of-a-newsweek-special-correspondent-a-
quasibiblios-by-myron-d-stokes-6378388
http://www.slideshare.net/GHHLLC2/newsweek-bosnia-narrative10-francais-sommaire?related=1
http://quasiturbine.promci.qc.ca/Presse/Quantum0312Typo.pdf
http://www.slideshare.net/GHHLLC/quantum-parallel-the-sainthilaire-quasiturbine-as-the-basis-for-a-simultaneous-
paradigm-shift-in-vehicle-propulsion-systems-presentation
http://www.ford.fr/
https://www.linkedin.com/pulse/amb-chris-stevens-honored-along-actor-paul-walker-airlift-stokes
http://www.bondurant.com/
http://skipbarber.com/

8. "Where the deer and the MKCs Play?" Image: Lincoln