[zep]

The new Lincoln Black Label collection is all about personalization, Three new interior packages have been created with an eye on sophisticated materials and top-drawer clientele. The Lincoln Black Label will eventually be available on every new Lincoln, just the MKZ for right now though. Pricing unannounced.

Lincoln desperately needs to do something, Automotive News pointed out that "sales of the Ford Fiesta subcompact outsold the entire Lincoln brand in July."

The First interior dubbed "Center Stage," features Jet Black interior contrasted with a Foxfire Red headliner. Lincoln says its supposed to evoke the feeling of being in a theater.

"Indulgence" is inspired by chocolate It features special leather and the Ziricote wood trim used on high-end yachts

"Modern Heritage" has a modern look with a black-and-white cabin.

When the line debuts, Lincoln says Black Label experts will help to guide a customer through the process of selecting custom materials for their cars. This is certainly a step in the right direction in adding a touch of class to the shopping experience, too many shoppers view Lincolns as glorified Fords and find it difficult to justify the premium tag of the Lincoln. MKZ has had a tough go of distinguishing itself from the Ford Fusion...

 

[Truthiness]

I read an article about this that said the Black Label will provide customers with "special experiences... before during and after they choose their new Lincoln vehicle."

This is extremely vague. What are these special before, during and after experiences. I am curious.

These interior options look really nice though. Do you just choose a theme as a whole, or are the themes there as a guide, and customers get to really customize the interior of the vehicle with many options?

Also, there is no word on price.

 

[alcatraz]

It has to be pretty customizable. Not making it customizable would be a tragic mistake.

All of the themes are really nice looking. I can't choose a favorite. This makes me hope that you can pick and choose your favorite parts from each of the themes to make your perfect set-up.

The exterior color of the car would have a big influence on which interior theme I choose.

 

[zep]

It has to be pretty customizable. Not making it customizable would be a tragic mistake.

All of the themes are really nice looking. I can't choose a favorite. This makes me hope that you can pick and choose your favorite parts from each of the themes to make your perfect set-up.

The exterior color of the car would have a big influence on which interior theme I choose.

Yea man, id love my MKZ problems and all if i could match the modern white leather with that firefox red headliner

 

[Telepathy]

Johnny Walker Balck Label..? Yes please.

Lol

I like the idea but will this actually happen? being able to customize isn't a bad thing though. Options are always good for consumers.

 

[MKZFan]

Johnny Walker Balck Label..? Yes please.

Lol

I like the idea but will this actually happen? being able to customize isn't a bad thing though. Options are always good for consumers.

YES! now we're talking.


BTW this is just perfect:

 

[Truthiness]

I found a video!

This lady explaining the Black label themes is not doing it for me though. She sounds like a wedding planner or something.

 

[alcatraz]

OK, this video is pretty bad. They have pictures of ballet dancers and high heels to make us want to buy their cars. Other imagery could have been better.

"Chocolate feels good to eat, it tastes good." What a weird thing to say about the interior of a car. IWhen I see brown leather I think of a old den or smoking room. Very masculine. Sure the color is chocolate, but I am not looking to eat my car.

I think the ide of Black label is great, but this video does not do it justice. #MarketingFAIL

 

[Radon]

Yes a failed marketing scheme can be just as damaging as the exterior of the car but the MKZ does look good for what it is. I like being able to pick and choose maybe not like a wedding planner but options are always best.

 

[Truthiness]

I agree that options are best and that a lot of these Black Label options look great. I'd like to know more specifics about the program. What exactly are the different options? how much is this going to cost? How customizable is it?

 

[MKZFan]

Yes a failed marketing scheme can be just as damaging as the exterior of the car but the MKZ does look good for what it is. I like being able to pick and choose maybe not like a wedding planner but options are always best.

failed marketing scheme definitely doesn't help them especially when they're trying to save themselves from hitting the chopping block. if they keep this up it won't look good.

 

[alcatraz]

I mean this video is a really strange mix of nice editing and terrible script slash speaking. i just don't think that the video makes the black label very appealing. Its like they could take the exact same themes and have presented them in a different way in the video, and they would have interested a lot more prospective Lincoln owners.

 

[golfball]

To be fair the Fiesta is more of a bread and butter mainstream car. Plus Ford is a larger brand compared to Lincoln. I would like to see a black label if its done right.

 

[Radon]

failed marketing scheme definitely doesn't help them especially when they're trying to save themselves from hitting the chopping block. if they keep this up it won't look good.

I have a feeling the chase is cutting close for the chopping block. If they don't find a solution quickly it could be all she wrote.

 

[Vendetta]

They shouldn't stop here with the black label they need more firepower than this.

What else could they possibly do to help amp up the brand?

 

[zep]

They shouldn't stop here with the black label they need more firepower than this.

What else could they possibly do to help amp up the brand?

build good cars....

In all seriousness the MKC crossover is going to be very competitive, aiming at Mercedes GLA, x1 and Q3 eventually. I'd like to see lincoln get a flagship above the MKS, kill the navigator, and use the Mustang platform for something.

The Ford parts bin is waiting to be raided, there's gold lying around they just have to put it all together...

MKZ was a rush i think, they needed MKZ out to buy them as much time as possible. When the rest of the new models trickle in I'm confident we'll be surprised at how Lincoln has stepped thier build quality up as well as figuring out how to differentiate from Ford models better.

If that doesnt happen then Lincoln will certainly be finished... They need to follow the Cadillac example, even Buick for that matter. Both brands are experiencing quite the renaissance. The Caddy ATS has 75% of buyers new to the brand and Buick is seeing ~50% of its cars bought by shoppers under 55... compared to Lincoln selling 42% of its inventory to Seniors....

But their both building exciting cars right now...

 

[Truthiness]

build good cars....

In all seriousness the MKC crossover is going to be very competitive, aiming at Mercedes GLA, x1 and Q3 eventually. I'd like to see lincoln get a flagship above the MKS, kill the navigator, and use the Mustang platform for something.

The Ford parts bin is waiting to be raided, there's gold lying around they just have to put it all together...

MKZ was a rush i think, they needed MKZ out to buy them as much time as possible. When the rest of the new models trickle in I'm confident we'll be surprised at how Lincoln has stepped thier build quality up as well as figuring out how to differentiate from Ford models better.

If that doesnt happen then Lincoln will certainly be finished... They need to follow the Cadillac example, even Buick for that matter. Both brands are experiencing quite the renaissance. The Caddy ATS has 75% of buyers new to the brand and Buick is seeing ~50% of its cars bought by shoppers under 55... compared to Lincoln selling 42% of its inventory to Seniors....

But their both building exciting cars right now...

I completely agree that the Navigator needs the ax. Bury it next to the Hummer.

Everything hinges on Lincoln's new models. If they end up like the MKZ then it might be the last we see of Lincoln.

As far as the Black Label goes, I am wondering how customizable it is. I also think there should be even more options available. Really right now it is black, white, brown and red options really. The whole program is still a bit mysterious.

 

[Telepathy]

Yes exactly those gas guzzling monsters are no longer in fame. Its all about being green and getting the most out of your gas tank not your wallet. I mean there aren't many on the road anyways.

If they even had a flagship above the the MKS that just might help draw more attention. The MKC should be a savior to lincoln since the new craze is about the smaller size utility vehicles. It will be an interesting segment.

 

[Radon]

The whole program is still a bit mysterious.

I'm starting to think if the black label for the MKZ even exist or was ti just an idea thought up by the designers from the studio.

 

[Truthiness]

The problem with burying the Navigator is that its pretty exclusive right now. Only the Escalade and Nav exist as lux SUVs at that size and people are paying $90k for them right now. Lincolns margins on Navigator must be over 50% when you consider the price of an Expedition is in the $40s. As a business would you chop a 50% margin? I wouldn't

I am surprised that those vehicles sell very well these days though. I want to meet these gas-guzzler buying families.

If they are still helping a companies bottom line then you can't blame the company for keeping them around, but you have to figure that they are on there way out in the near future.

A new flagship model from Lincoln would be nice to see, and maybe a crossover as well.