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.
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.