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Lincoln MKX Concept goes for the gold in Beijing

We've now seen the Lincoln MKX Concept in the metal, and we've shot it with the lenses of our own DSLR cameras. And we have to say, our opinion of the concept's design language has improved over our initial reaction. Yes, it's clear that this MKX shares its underpinnings with those of the Ford Edge Concept that we saw in LA, but the changes made by Lincoln stylists are a welcome departure from the angular lines of its corporate cousin from The Blue Oval.
We like the subtlety of the MKX Concept's front fascia, and the lighting elements both front and rear lend a luxurious quality to the crossover's typical two-box proportions. When combined with the smaller MKC that was shown in production form late last year, it's clear to see that Lincoln has a specific design direction that at least seems visually capable of setting it apart from the Ford models with which the brand shares its platforms. Here's hoping there are some Lincoln-specific upgrades underhood...
Have a look at our image gallery of live photos from Beijing above, reread the press release below, and feel free to let us know what you think.

Why the 2015 Lincoln MKC is 'holding some powder'

Earlier this month in our first drive of the 2015 MKC, we told you that Lincoln finally had a new vehicle in its arsenal worth crowing about. So with the compact premium crossover now finding its way into dealers, why aren't you seeing its likeness plastered on billboards and barraging you on television? It's because Lincoln is "holding some powder."
Those are the words of Lincoln's global director, Matt VanDyke, who tells Autoblog that the company is holstering some of its marketing guns because it's keen to avoid repeating the ill-timed efforts that blighted its last rollout, the MKZ. That vehicle's launch early last year was beset by various delays related to manufacturing and quality. The cadence issue was so dire that by the time the model reached showrooms in volume, Lincoln had already blown most of its budget on things like Super Bowl ads that ran weeks or even months before customers could check one out in person. It was a particularly trying series of events for parent Ford because the MKZ and its oversized marketing spend were charged with relaunching the Lincoln brand to the public.
Keen to avoid repeating the same timing issue and mindful of consumers' habits at this time of year, Lincoln is taking a different strategy with the MKC. According to VanDyke, "What we don't want to do is try and fight the summertime - people using television being down, and other mass media when school's out. New television shows aren't on." Of course, that doesn't mean Lincoln is sitting idle. VanDyke says, "By no means are we quiet during the next 90 days. This year, we're going to really spend the next 60 to 90 days using digital and social media, in-theater advertising and the like, and once we have full availability at dealerships, we'll really ramp up the advertising later on in the summer." Part of that early media effort includes immersive digital marketing like Lincoln's clever Dream Rides web experience.

Lincoln releases power and economy ratings for 2015 MKC with 2.3L EcoBoost

As the first 2015 MKC crossovers slip into dealerships, Lincoln has confirmed power and fuel economy ratings for the compact crossover's optional 2.3-liter Ecoboost four-cylinder engine.
The new range-topping powerplant, thus far otherwise unavailable in the Blue Oval kingdom, will net a healthy 285 horsepower at 5,500 rpm and 305 pound-feet of torque from 2,750 revs. Those figures represent gains of 10 hp and 5 lb-ft over earlier estimates, putting the handsome new compact CUV in the hunt with up-engined rivals from Audi and BMW. (A variant of the 2.3L will shortly find its way into the engine bay of the 2015 Ford Mustang, albeit with a number of key changes, including north-south orientation.)
In the MKC, the new engine will net 18 miles per gallon in the city and 26 on the highway with standard all-wheel drive, meaning it only loses a single mile per gallon in the city cycle versus the 240-hp, 270-lb-ft 2.0L EcoBoost model when fitted with all-wheel drive. Both engines rely on the same six-speed SelectShift automatic transmission.