In Brief

Luxury auto brand execs discuss the importance of customer connection, technology that allows better design and the concept of 'brand as magician'.

PSFK recently attended a panel discussion on the luxury sector and how Ford’s premium brand would leverage the trends there. Surrounded by industry consultants, the best commentary came from those having to really sell in the market – namely the Chief Designer for Lincoln, Max Wolff, and the CMO, Jim Farley.

Next year Lincoln will reveal new car lines and Jim told the audience of journalists and writers that they don’t want to follow the German model of luxury – they wanted to be an independent brand that’s not for everyone. Three themes that emerged in the talk were the importance of customer connection, technology allows better design and the brand as magician:

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