The Ford Motor Company has just announced more details about Lincolns upcoming brand makeover, turning it back into the number one luxury brand it once was. More details about the project are continuing to emerge, including the design status of the 2013 MKZ as well as more information about the Lincoln design studio.
Lincoln has lost its brand reputation in recent years. With tough competition from Mercedes,-Benz, BMW, Lexus and Infiniti, Ford stopped investing in new products for Lincoln. Now that Lincolns identity has seemed to disappear, Ford has decided to invest more efforts in a Lincoln-makeover project.
The first step in the Lincoln transformation is a completely redesigned 2013 MKZ that will go on sale later this year. J Mays, head of Fords global design explained that the MKZ is a first small step for the brand. This midsize sedan will be entering a 274 billion luxury market which is forecast to grow almost 8% globally next year. This is double the rate of the rest of the market.
The designer in charge of the MKZ project is Lincoln chief interior designer Soo Kang. Graduate from the Cleveland Institute of Art, Kang has been challenged with redesigning several vehicles for Lincoln.
For the MKZ project, she is looking to keep the interior spacious, serene and quiet while eliminating excess bells and whistles. A compact dashboard with a concave glove box is also in the works.
A large part of the Lincoln project is separating the Lincoln identity from the Ford brand. The first step in accomplishing this goal is creating a brand-new studio for Lincoln in the Product Development Center. This studio will not house any Ford employees, allowing Lincoln to create, design and engineer future products without Ford details in mind.
Mays continued to explain that Lincolns new goal is to completely distinguish themselves from the competition. Style is not just poured over top of engineering, he explained. Lincoln does not want to be an American version of a Japanese or German car. Rather, it would be a world class brand that happens to be American.
Hines Park Lincoln is excited about this new project. If you have any questions, feel free to stop by the Detroit, MI dealership today. Hines Park staff will be happy to answer any questions you may have. A current list of Lincoln inventory as well as vehicle specials can be found on their website as well, www.HinesPark.com/.