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Power Profile: Lincoln MKZ

Power Profile: Lincoln MKZ

By Christian Wardlaw, June 09, 2016

According to the people who own a Lincoln MKZ, the car’s exterior styling and interior design rank among their favorite things about the car. Now, the 2017 Lincoln MKZ is restyled, taking cues from the upcoming Continental flagship sedan and wearing the automaker’s new grille and headlight design.

Time will tell if these changes—and many others related to driving dynamics, technology, safety, and equipment—can help elevate the MKZ’s performance in the annual J.D. Power U.S. Automotive Performance, Execution and Layout (APEAL) Study.SM In the 2015 U.S. APEAL Study, the MKZ ranked eighth among 15 Compact Premium Cars.

If you’ve ever wondered who buys this entry-luxury sedan, and what owners like most about them, this Lincoln MKZ Power Profile will provide some insights.

Who Buys the Lincoln MKZ?
“Age ain’t nothing but a number,” or so sang Aaliyah back in 1994. Given that the average MKZ owner is 65 years old, compared with 54 for the segment average, Lincoln might be inclined to use the track in advertising as a way to appeal to younger people who may have enjoyed the song decades ago. According to J.D. Power research data, only 17% of MKZ buyers identify themselves as members of Generations X or Y, compared with 41% of buyers in the segment.

Lincoln MKZ buyers also have lower median annual household income, at $120,109, compared with $145,336 for the segment. Just 16% are performance buyers (vs. 46% of buyers in the segment), instead emphasizing practicality, with 46% indicating that they consider themselves to be practical buyers (vs. 26%).

That the MKZ is built by a U.S. company is significant to the car’s buyers, with 85% agreeing that they prefer to buy a vehicle from a U.S. company (vs. 29% of buyers in the segment). Styling, as mentioned previously and in the section that follows, also plays a role in MKZ sales, with 49% of this Lincoln sedan’s buyers strongly agreeing that they like a vehicle that stands out from the crowd (vs. 38%).

While MKZ buyers say that they avoid vehicles they think have high maintenance costs (90% vs. 80% of buyers in the segment), and they more frequently agree that their first consideration in choosing a vehicle is miles per gallon (60% vs. 53%), reliability is not as important a consideration. According to J.D. Power data, 54% strongly agree that their first consideration in choosing a vehicle is reliability, compared with 60% for buyers in the segment.

What Do Owners Most Like about the MKZ?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Lincoln MKZ are (in descending order) exterior styling, driving dynamics and interior design (in a tie), seats, and engine/transmission.

Additional Research:

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