Ford's Lincoln Division previewed “Lincoln Black Label” at this week’s Pebble Beach car show. Black Label is a collection of premium exterior and interior themes offered in conjunction with an "enhanced level of personal services and experiences" for Lincoln owners.
According to Ford, Lincoln Black Label will eventually be available on all new Lincoln vehicles. Lincoln and Black Label dealers will collaborate to create a consistent, personal and integrated client shopping and ownership experience.
Those of a certain older generation are to be forgiven if, when they hear "black label" they think of Jonnie Walker Black Label scotch or Carling Black Label beer instead of luxury car trim levels.
Ford says Lincoln Black Label colors and materials will be centered around three themes:
- Center Stage: inspired by fashion and theater
- Indulgence: inspired by the lure of premium chocolate
- Modern Heritage: inspired by classic black-and-white interior with subtle red accents.
According to Ford, buyers will find the Black Label shopping and selection process personal and enjoyable. Specially trained Black Label experts will guide them through the process. Lincoln Black Label is intended to launch near the end of 2014.
"Lincoln Black Label will offer an experience for our clients that will engage them, not overwhelm them," said Jim Farley, executive vice president of Global Marketing, Sales and Service and Lincoln. "Lincoln Black Label is another important step in our brand's reinvention to appeal to a whole new group of progressive luxury clients."
Ford's Lincoln brand has suffered in recent years. Lincoln was once America’s top-selling luxury brand. According to Automotive News, in 1998, Lincoln was the top U.S. luxury brand with 187,121 sales. The newly restyled Lincoln MKZ and freshened MKS models have given Linclon sales a boost.
For more information see www.lincoln.com