How Lincoln Is Becoming Ford’s Technology Brand

How Lincoln Is Becoming Ford’s Technology Brand
technology

Part of the luxury car brand's reinvention appears to be establishing itself as a first adopter of new tech features.

Dave Pinter, PSFK
  • 18 november 2013

Lincoln hasn’t been much of a headline grabber for some time. Part of the problem was a rocky launch of the brands’latest flagship sedan, the MKZ. The other bigger issue involved completely modernizing what characteristics and attributes the brand offers. Not a quick fix by any means. But the Lincoln team appear to feel like they are starting to get some traction. At the beginning of 2013, a new small Lincoln premium crossover concept called the MKC was unveiled at the Detroit Auto Show, a departure vehicle type for the brand. It attracted a lot of attention. Fast forward 10 months and the production version of the MKC is ready. Lincoln couldn’t even wait two weeks to give it a splashy unveiling at the 2013 LA Auto Show and instead staged a surprise media event in New York City.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.