Lincoln executives admit they have only one shot at reinventing their faded brand for a new generation of luxury customers. But the MKZ, the first major vehicle of a new and better Lincoln lineup, has stumbled badly out of the blocks, angering dealers, wasting a costly advertising launch and driving away customers who have waited months for undelivered cars.
After Lincoln spent more than $7.4 million to advertise the new sedan during the Super Bowl, and more for another spot during the Grammy awards, dealers had no cars because of quality problems and parts shortages at Ford Motor Co.'s Hermosillo, Mexico, plant. Dealers didn't know what to tell customers who had put down deposits because, dealers say, they received only spotty information from the factory.
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