Home / Auto News / News article: Lincoln Ad Campaign Directly Targets Lexus - AutoGuide.com News
 |  Oct 09 2013, 11:02 AM


Lincoln is launching a marketing campaign today aimed directly at rivaling Lexus products. 

A series of commercials will run at least through the end of the year showing young couples sitting on a couch posing questions to a pair of cars facing them. Text responses appear over the cars as the couples ask questions that highlight features available on Lincoln products that Lexus doesn’t offer.

A standard adaptive suspension, and the gargantuan retractable sunroof both featured on the MKZ sedan and missing on the Lexus ES. Instead, the Lexus counters with talking about how shiny it is.

Another spot highlights winning a 2013 J.D. Power APEAL Award for best compact premium car. In that ad, the car “blushes” between shots by turning red.

Unfortunately, Lincoln’s confrontational campaign will not include an over-the-top entry to this year’s Superbowl, the company said on Tuesday.

The MKZ is the first in a series of product launches that Lincoln hopes will reinvigorate the brand and attract younger buyers. So far, it’s been slow going. The MKZ got off to a horribly rocky start with months of delays before pre-orders were filled and sales are trailing industry growth.

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