Lincoln’s New Hybrid Car Is Redefining The Brand’s Identity

Lincoln’s New Hybrid Car Is Redefining The Brand’s Identity

PSFK test drives the new model and learns how the brand is making this vehicle stand out from other luxury, eco-friendly rides.

Keerthana Jagadeesh
  • 12 june 2013

Ford’s luxury arm, Lincoln, recently launched its new car, the MKZ Hybrid and invited PSFK to test drive the vehicle along New York’s Hudson River. The test-drive event was part of a larger rebrand of the luxury automaker’s identity and customer relations strategy.


Lincoln’s MKZ Hybrid isn’t the stereotypical high-end luxury car. Rather, the car is geared towards the relaxed, progressive professional couple who want to ‘stand apart rather than stand out.’ Following this logic, Lincoln has revised their customer service, enticing potential buyers with lifestyle offers such as $100 dinner date gift cards at test-drives and online concierge services for people who don’t enjoy the dealership experience.

However, the MKZ Hybrid could appeal to anyone who wants to drive an eco-friendly car because as it is equipped with features such as their ‘Efficiency Leaves’ that show the fuel economy of the car as you’re driving. Also, the hybrid’s eco driving coach and Empower screen train owners to drive more fuel consciously.


The new Lincoln is re-entering the market as a luxury brand with strong fuel conscious values that speak to an environmentally and economically conscious professional class.

Lincoln // MKZ Hybrid

+brand identity
+fashion / apparel
+new york
+test drive

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