Lincoln MKS racking up thousands of sales before launch

More than 8,600 orders have been placed for the 2009 Lincoln MKS even though the car isn’t set to go on sale officially until the end of the month. The large number of pre-orders has been attributed to Lincoln's non-traditional marketing techniques in promoting the car such as revealing full pricing information and package options at its initial debut at last year’s Los Angeles Auto Show. This allowed customers to build and price their vehicle while the excitement of the all-new model was still in the air.

Lincoln is aware of how important the MKS will be for the brand's future reputation. The MKS is the first vehicle designed with the brand’s new DNA and proudly displays new Lincoln-trademarks such as a double-wing grille, jewel-like headlamps and high waistline. Inside, there’s class-leading space, heated rear seats, an overhead skylight and a sun shade all included within the $38,000 starting price.

Other features include the latest Sync voice-activated multimedia system, a capless fuel-filler, Sirius satellite radio and a keypad security system. The powertrain has been derived from the proven 3.5L V6 engine found in the Lincoln MKX but with displacement bumped up to 3.7L and peak output topping at 270hp and 360Nm (265lb-ft) of torque.

In a year Ford will launch the TwinForce V6, a new turbocharged and direct injection version of the 3.7L mill. Ford claims the new engine will make the Lincoln MKS the most powerful and fuel-efficient AWD luxury sedan in the market.

The MKS represents the rebirth of Lincoln, and it looks like Cadillac may have a new competitor in the luxury American car market (65% of the Lincoln MKS's pre-orders were for the top-spec luxury trim) but where Lincoln is making a return to quality and style much in a similar vein to what Cadillac has done, Lincoln is still limited to the U.S. while Caddy has global distribution, a factor that may just ensure Cadillac's success.

Nevertheless, Lincoln dealers are obviously pleased with the attention the new MKS is getting. Speaking with The Detroit News, one Long Beach dealer explained that the fact he alone has 30 pre-orders proves Lincoln's new strategies are satisfying customers.

2009 Lincoln MKS