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Lincoln LS Sets Pricing, Packaging Standards for Luxury Sport Sedans

11 February 1999

Lincoln LS Sets Pricing, Packaging Standards for Luxury Sport Sedans

    CHICAGO, Feb. 10 -- Prices for the all-new Lincoln LS luxury
sport sedans were announced today at the Chicago Auto Show, establishing a new
level of affordable luxury, and highlighted by the most competitively priced
V-8 in the segment.
    The 2000 Lincoln LS with a V-8 has a starting price of $35,225, thousands
of dollars less than competitive V-8 luxury sedans; the LS with a V-6 and
automatic transmission starts at $31,450; and the LS V-6 with a five-speed
manual and standard sport package starts at $32,250.  All prices include $535
in destination and delivery charges.
    "The Lincoln LS is entering the fastest growing portion of the luxury
segment, so we know how crucial it is to offer a car with world-class driving
dynamics, superb American craftsmanship and outstanding value," said Jim
Rogers, vice president of marketing for Lincoln Mercury.  "Lincoln LS is a
true luxury sport sedan -- with a unique blend of performance and comfort --
offered at a price that will pleasantly surprise."
    Rogers noted that even before pricing was announced, Lincoln had 4,500 LS
orders, months before the car goes on sale this Spring, representing high
awareness and demand for the car before it is introduced.

    Lincoln LS: Far More Than An Attractive Price
    When the all-new Lincoln LS appears in showrooms this Spring, it will be
the most advanced Lincoln ever built -- the perfect sedan for people who enjoy
a finely crafted balance of luxury and performance.
    The new LS platform is designed with the technical features required in
the global luxury arena -- rear-wheel drive, four-wheel independent
suspension, a choice of 4-valve overhead camshaft engines and two new
transmissions, all-speed traction and available yaw control, and antilock
brakes.  It also provides the passenger with the comfort of fine leather and
wood interiors and the latest safety features, including standard front seat
side-airbags and dual front-mounted airbags.
    While a comparison of LS pricing to its chief competitors shows the
outstanding value, the more real-life comparison of typical, showroom-equipped
cars is even more compelling, Rogers said.  "The LS presents a strong value
proposition that requires consideration by buyers in this segment.
    "The starting prices for the three LS models are competitive against other
cars in the class, and our V-8 is priced below the competitive V-8s," Rogers
explained.  "But customers shopping for cars the way they would actually buy
them will see even more compelling reasons to get behind the wheel of an LS."
    Lincoln LS will begin appearing in Lincoln showrooms across the country
this Spring, and in 30 countries around the world by the end of the year.