Lincoln spokesman Sam Locricchio told Edmunds that the Reserve trim level accounts for 65 percent of early sales, followed by the Select trim level at 23 percent. The Premiere is the base model.
"Lincoln buyers are appreciative of luxury appointments and they want them to be easy to use and intuitive," he said.
The MKZ Reserve model starts at $39,510, including a $925 destination charge, and includes such standard items as a heated steering wheel, ambient lighting and heated-and-cooled front seats. The base 2017 MKZ is priced at $35,935, including shipping.
The Reserve model can be ordered with a 2.0-liter four-cylinder engine or with an all-new 3.0-liter V6 engine that delivers 400 horsepower. The 2017 Lincoln MKZ Hybrid Reserve model also is available. The hybrid model accounts for 30 percent of MKZ sales so far.
Most early buyers are opting for the 2.0-liter four-cylinder engine on the MKZ, since V6-equipped models are just beginning to arrive in showrooms, Locricchio said.
The 2017 MKZ arrived in showrooms on Monday. The top-of-the-line MKZ Black Label model will be available at the end of the month. Pricing on that version will be announced at launch time.
The top color choice for the 2017 MKZ is Black Velvet, followed by White Platinum.
Fifty-five percent of buyers are adding the single-pane moonroof, while 17 percent are checking the box for the panoramic moonroof.
The Climate package is the top package choice.
The MKZ's freshening includes a new front-end design, plus the cabin gets multicontour seats, aluminum trim and pedal covers.
Lincoln is offering free pickup and delivery for service appointments with 2017 models, including the MKZ.
Edmunds says: Based on an early reading of 2017 MKZ sales, Lincoln appears to be morphing into a true luxury brand.