See, Lincoln? You don't need bullshit social media gimmicks and an un-funny late night host to do a good ad. You guys did just fine on your own with this one.

While at the LA Auto Show I had the chance to talk to the very poetically-named Solomon Song, lead designer of the Lincoln MKZ. I'll admit that we at Jalopnik haven't had the most confidence in Lincoln as of late, but I did find Song engaging, easy to talk to, and very forthright about the car he's designed, and the …

As a brand, the reasoning for Lincoln's continued existence is questionable. Nothing they currently produce is interesting in any measurable way. Lincoln was once the Cadillac of cars, now it's the Mitsubishi of luxury brands at best.

I've done a horrible thing. Sometimes I forget my words have power. My words can hurt. I said a few critical things about the Lincoln MKZ Concept and now the damn thing set itself on fire.

I was certain when I sat down at the Lincoln press conference this morning I'd focus on the fact that the car looks like John Wilkes Booth. And then I saw the mimosa station and realized I was wrong. The story here is Lincoln is so desperate to pretend they're a luxury manufacturer they've got a mimosa station. And a…

Lincoln's new concept car shares a mustache with the man who assassinated President Abraham Lincoln. Awkward.

So the 2010 Lincoln MKZ wears fancier britches, upgrades the interior and it's got all the mechanical upgrades bestowed upon the 2010 Fusion, but who should buy it?

Yesterday, we told you the freshly renovated and re-focused 2010 Lincoln MKZ is a solid offering in a segment full of solid offerings. Now let's take it apart, piece by piece to find out how it stacks up.