WASHINGTON — With the 2009 MKS, Lincoln marketers say they finally have a flagship sedan that can help rebuild the brand.
The MKS is expected to attract mainly older Lincoln loyalists. But to make the brand relevant again, marketers also want to appeal to Generation X consumers — those born between 1965 and 1981.
"Our Lincoln brand health is not where we want it to be," said Pei-Wen Hsu, MKS marketing manager. Lincoln's new products are "helping us to change that mind-set," she said.
In the past couple of years, Lincoln's retail sales have risen with the introductions of the smaller MKZ sedan and MKX crossover. But total Lincoln sales are near 25-year lows. Overall sales rose 9.1 percent in 2007 to 131,487 vehicles.