Another Look

2006 Lincoln Zephyr: A fresh breeze

Someone at Ford must have a wicked sense of humor. Given that so many of Detroit’s recent troubles have a link with the East – consumers preferring cars from Far East countries like Japan or Korea; and rising oil prices from the Middle East, partially fueled by increasing demand from China, killing SUV sales – basing the invited media for an important new product launch at the deluxe Mandarin Oriental hotel in Manhattan seems almost in your face. But that’s not the attitude at Ford these days, and they think that’s not the feeling in the country either. So they told members of the press invited to last week’s press unveil of a brand new product with a very old name: the Lincoln Zephyr.

“We think this is the right time to not be in everyone’s face,” said Lincoln Mercury President Al Giambetti, “to not be so bold.” To a nation wearied by six years of Texan bravado and braggadocio, Lincoln Mercury, a company whose face was once the very bold and very big Navigator, is offering a quiet alternative, a very East Coast “understated elegance.” Instead of massive testosterone and horsepower, the Lincoln executives offered the assembled members of the press formerly foreign words like “fuel efficiency,” “value” and “build quality.”

This talk, this tone, was centered on a very special vehicle for the new Lincoln Mercury: The Lincoln Zephyr. The Zephyr may not be a huge seller in terms of numbers – Lincoln’s Marcus Oliveira said they were projecting sales of about 30,000 Zephyrs – but it is of prime importance for the future of the once distinguished Lincoln Mercury name.

“It is time for Lincoln to get ready for its future,” Mr. Giambetti said. “The Zephyr gives them (car buyers) an opportunity to get into the luxury segment…this vehicle gives us an opportunity to play where we haven’t played before.

“This should bring in a lot of new customers to the Lincoln brand.”

The foundation on which these hopes are being placed is the first entry-level luxury sedan offered by Lincoln in a long time. The Lincoln Zephyr is a midsize, five-passenger sedan, front wheel-drive, with a six-speed automatic transmission and for now, the 221-horsepower, 3-liter Duratec V6 powering the 17” wheels.

The Zephyr name itself reflects the division’s aspirations for the automobile. The original Zephyr was introduced in 1936 at a starting price of $1,400, while the Lincoln Model K cost $4,200. This broadened the market for luxury sedans, and while the new Zephyr is not opening its own market, it does offer what Oliveira called a “value proposition in a luxury application” that Lincoln thinks is likely “to attract a new generation of buyers.”

Let’s translate all that, shall we. You’re probably sitting there laughing at the thought of Lincoln attracting a new generation of buyers, or any generation not currently or soon to be resident in a cemetery, so let’s deal with that first. Lincoln expects to sell this car to thirty-somethings. It’s doable.

It wasn’t very long ago that Lincoln was selling lots of Navigators and Cadillac was the dying brand. I remember the tales of woe back then, some written by this very scribe. Things change fast given a few hot products, and Lincoln intends to introduce at least five new models over four years to keep momentum going.

You do need something to get you started, to get yourself in the mindspace of active buyers. Zephyr Brand Manager Gary Barham said many focus groups hours went into finding out what it would take to get the desired customers to try a Lincoln, and beyond a good car, a good deal (my interpretation, not his) was what it would take.

By that I don’t mean 50% off sales, but the kind of easily understood pricing and good value that would make consumers relaxed and comfortable with what they were getting. To that end, Lincoln priced the Zephyr at $29,660 (including $695 destination) to start, topping off fully loaded at $35,240. Standard equipment includes anti-lock brakes, traction assist, side airbags and side air curtains, gorgeous wood trim, six-disc CD stereo system, dual climate control, leather seats (power front and driver memory) and more. There are only six options, including a 14-speaker, 600-watt THX-II Certified audio system, DVD navigation, HID headlamps, chrome (replacing aluminum) wheels, cooled seats and a power moonroof. The one I had lacked only the moonroof and came in at $33,145, including destination. Seems like a good deal to me.

Lincoln seeks to represent “American Luxury.” I can’t resist pointing out, with just a tiny smirk, that for American car consumers, entry-level luxury means buying Japanese. The Acura TL, Infiniti G35 and Lexus ES 330 are among the main perceived competition for the Zephyr. Still smirking, I’ll point out that Lincoln’s bid to beat them is being built atop the Mazda 6 platform.

Of course, that’s not as strange as it may seem. In order to keep costs low in a viciously competitive market, most car companies try to leverage their platform investment by building as many models as possible on the same platform. After all, Acura, Infiniti and Lexus models have much in common with their Honda, Nissan and Toyota stablemates.

No, given a good basic platform, which the Mazda 6 assuredly is, the question is what you do with it. Lincoln has chosen to reject the bold styling that brought success to Chrysler’s 300C or Cadillac’s entire car line in favor of something far less edgy. The Lincoln bloodlines are clearly there, but this is a sedan designed for those who’d never dream of slipping into the front seat of that Town Car. It is not, however, a car for those who think end zone celebrations are the highlight of the football game. As the Lincoln executives repeatedly reminded us, understated elegance is Lincoln’s game.

Please bear in mind that all my impressions are based on a three-hour drive, half of which was spent as a passenger, so they are basically first impressions. The good news for Lincoln is that those first impressions are mostly good.

Interior design is clean and elegant, highlighted in my test car by gorgeous polished maple wood accents. Instruments were clear and understandable, controls easy to use. The navigation system deserves special mention. The touch-screen DVD-based system responded quickly, was intuitive and had some little touches, like automatic centering, that really were fresh and helpful.

The seats, at least in front where I rode, were well-designed and comfortable, as attested to by the fact that both I and my co-driver felt the need to close our eyes and drift off when we were in the passenger seat. For those familiar with the Mazda 6 platform, welcome news is that Lincoln stretched the interior to provide noticeably more leg room. Fit and finish seemed good.

Lincoln put an awful lot of attention into keeping the car quiet, and they succeeded. Everything from the mirror design to extra insulation in the passenger compartment to thicker glass comes together keep out all the noise the monster sound system hasn’t already scared away.

Steering was remarkably precise for a front-wheel-drive model, with superb centering. Handling was comfortable, but with enough road feel to keep you connected to the pavement. This is not a stiff, high-performance suspension, but it certainly is a long way from the floaty ride that once was synonymous with Lincoln.

The engine did not thrill me. It’s the same 3.0 liter Duratec V6 that I thought left the Ford Five Hundred underpowered, and despite having 300 fewer pounds to pull, it still seemed not enough. The route on which we tested the Zephyr stretched from Manhattan through back country Greenwich into Westport, then down through the back roads of New Canaan and Stamford before heading back on the highway into midtown. That gave us ample opportunity to assess the driving characteristics of the Lincoln, and while they were pleasant enough, I think the addition of a stronger engine will do much to turn this into a world-class car. I would expect to see Ford’s upcoming 3.5-Liter V6, which should provide up to 300 horses, occupying the engine bay soon. I’d be thrilled if they also stiffened the suspension and put out a sports version of the Zephyr.

On the other hand, Giambetti pointed out that gas mileage was a concern for Lincoln (20 city/28 highway), and they thought they could keep the fun in driving without overwhelming horsepower. In addition, the Zephyr is rated Ultra Low Emissions Vehicle in California.

In the near future, there will be an all-wheel-drive version – now simply the price of entry into this market segment. For now, the Zephyr has great pricing with a luxurious interior among its many positive attributes. I think Giambetti was right when he said, “Zephyr will give us an opportunity, so stay tuned…we’ll have more to offer with the Lincoln brand.”

posted by Andy Mais @ 2:31 PM