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2012 Lincoln MKT Price Cut, Ordering Simplified


2011 Lincoln MKT

2011 Lincoln MKT

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It’s no secret that the current Lincoln MKT is the worst-selling vehicle in Lincoln’s product catalog. Through June, the automaker moved just 2,507 units, an average of less than 418 units per month. Worse, sales in 2011 are down nearly 37 percent compared to sales in 2010, which are best described as “disappointing”.  It’s downscale platform sibling, the Ford Flex, is outselling the Lincoln MKT at a ratio of 5.5 to 1.  A styling update is anticipated for 2013, but Lincoln had to take action to boost sales of 2012 MKT models.

Their strategy was a time tested one: lower the price and eliminate configurations that weren’t selling. On the entry-level side, the base MKT remains unchanged at $44,300, and still comes with Ford’s 3.7-liter V-6 driving the front wheels. There aren’t any options you can add to the base model except for Tri-Coat Paint, which makes buying one a simple matter of choosing the color you like best. To get the biggest bargain, you need to opt for the EcoBoost powered AWD MKT.

For 2011, the top-of-the-line EcoBoost AWD variant stickered at $49,300 before you began adding options. For 2012, the same configuration starts at just $46,295, a savings of $3,005. Coincidentally, that price is the same as last year’s 3.7-liter V-6 AWD model, which has been discontinued for 2012.

Lincoln says that the number of orderable combinations for the MKT has been reduced by two-thirds for 2012. That may be true, but there’s still a staggering number of options you can add to the EcoBoost-equipped, AWD Lincoln MKT. If you’re not careful, the $46,295 starting price can easily balloon to $55,000, and you can bump the $60,000 barrier if you check all the option boxes.

We’re not sure how much the changes will help Lincoln sell MKTs, but in this case doing anything is better than doing nothing at all.

[Lincoln]

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Comments (2)
  1. As in the past 30 years,Ford think if they build it they will buy it!The American worker is makind less money and will not buy poor value even if "STUPID FORD OPERATIONS BUILD IT" Just lucky TATA motors gave them money,if not they would be bankrupt by now.
     
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  2. I purchased a MKT two years ago. I consider it the best vehicle I have ever owned. And i have owned them all in my 55 year driving career. The car still turns heads. The compliments keep coming. The only explanation for failed sales in my opinion is the price. If you are going to spend $60,000 most will opt for a Lexus, BMW or the like. I've had both and believe me they were no match for my MKT.
     
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