New Lincoln Ads Take on the Luxury Hybrid Competition
The Lincoln MKZ Hybrid takes aim at the Lexus ES300h.
Lincoln has released a new advertising campaign for the 2014 Lincoln MKZ Hybrid called "#LuxuryUncovered" that aims directly at the competition. The ads target the 2013 Lexus ES300h and feature various couples performing an interrogation of the two hybrid luxury sedans to see which comes out on top.
Unsurprisingly, the Lincoln is able to come up with the winning answers to these questions without fail, highlighting the price, fuel economy, and special features of the MKZ Hybrid. As the Lexus continues to come up short, the ES300h offers up responses like "No Comment" and "I'm Very Shiny!" before it attempts to slink away from its rival.
The claims in these ads do check out in the real world, as the 2014 Lincoln MKZ Hybrid does carry an advantage of the Lexus in terms of fuel economy and price. The MKZ Hybrid achieves EPA ratings of 45/45/45 mpg city/highway/combined, higher than the Lexus' 40/39/40 mpg rating. The Lincoln also starts at $37,085 with destination—the same base price as the MKZ equipped with a 2.0-liter EcoBoost gasoline engine—whereas the Lexus ES300h starts at a higher $40,160 with destination.
Other MKZ Hybrid features highlighted in these ads include the Lincoln's full retractable glass panoramic roof (a $2995 option), inflatable rear seat belts (a $195 option), and adaptive suspension system which comes standard.
Lincoln has taken many different approaches to advertising lately with two different Super Bowl ads earlier this year, one of which featured Jimmy Fallon and the other which highlighted Lincoln's history leading up to the new MKZ. See how Lincoln's #LuxuryUncovered ads stack up in the three clips below.