Lincoln Moves To Under Cut Other Hybrid Competition
When you think of a hybrid car, a Lincoln might not be the first thing that pops into your head. In fact, my guess would be that the Toyota Prius is what is recalled almost immediately. Ford Motor Company has been working hard over the last year to make their mid-size hybrid offering, the 2010 Ford Fusion, known in the market. What is probably less known is that Lincoln offers the same technology in their sister car the MKZ. You might remember the MKZ from the commercials with the remake of the “Major Tom” by Shiny Toy Guns (Video Below).
2011 Lincoln MKZ Hybrid
2011 Lincoln MKZ Hybrid
In light of the MKZ not being quite as known, Lincoln has made a move to make the Lincoln MKZ Hybrid not only affordable, but the sameprice as the gasoline powered MKZ. In an unprecedented move from an automobile manufacturer, the result has been lots of press coverage and a little bit of shock. Why all the hoopla? Consumers and journalists alike have gotten used to the idea that a hybrid will cost more. The extra cost has been explained away as being due to the additional R&D, battery and hybrid drive system equipment. I also speculate it was because with early government rebates, the cars could be higher priced and still seem reasonable to consumers. However, some of those rebates or tax-credits have dwindled and the automotive market is still not what it used to be.
Lincoln isn’t sitting still. The 35K entry-level price, while not cheap, is reasonable for the mid-size luxury car market and more than reasonable compared to the nearest competition. In fact, the base brise is some $350 under the base price of the Lexus HS 250h according to U.S. News and World Report. Others take it further likeAutoblogwhen they say, “Add in arguably more attractive styling and the new Lincoln hybrid may well find itself with quite a following in the marketplace." We tend to agree, especially given the exceptional 41-mpg city rating of the Lincoln MKZ Hybrid—that is 6 mpg better than the Lexus for those keeping score.
Bottom line—Lincoln may have just figured out that higher quantity for a slightly lesser price might gain them more in the long run. Only time will tell, but if you haven’t checked out a 2011 Lincoln MKZ Hybrid and are in the market for a new luxury mid-size, then you should give it a look.