The Lincoln MKT has never been a hot seller, but in order to try and regain some sales momentum, Lincoln announced today that the 2012 MKT with EcoBoost will now be priced $3000 less than the 2011 model.
At $46,295, the new pricing on the 2012 Lincoln MKT with EcoBoost makes it the same price as the now-discontinued all-wheel drive 3.7-liter V-6 equipped MKT. That’s also only $1985 more than a top of the line Ford Flex Titanium, which sells in much greater numbers than the Lincoln MKT line. Both the Lincoln MKT with Ecoboost and its Ford Flex Titanium twin are equipped with all-wheel drive and the same 355-horsepower 3.5-liter twin-turbo V-6.
So why the $3000 price drop, when there’s no change in content? When asked for comment about the price drop, Lincoln responded by saying, “The price and equipment of the MKT have been realigned for model year 2012 to remain competitive in this premium segment and [for] attracting the intended target customers, who [will] appreciate elegant styling, the power to decide in favor of powerful and fuel-efficient EcoBoost performance ([which] always comes with all-wheel drive), excellent functionality, and the latest technology.“
That may well be marketing speak for “it’s a slow seller.” With polarizing looks, a high price tag and the same content available in its better-looking (and cheaper) Ford Flex sibling, Lincoln dealers struggle to move MKTs off of their lots. Last month, Lincoln only managed to sell 399 examples. In contrast, 2719 Ford Flexes — which shares its platform and configuration with the MKT — found homes last month.
The price adjustment likely brings the MSRP more in-line with what dealers were actually selling EcoBoost MKTs for, so it only makes sense for Lincoln to have dropped the buy-in.