MKZ Black Label

11802 Views 23 Replies 9 Participants Last post by zep, Sep 3, 2013

zep

Discussion Starter · Aug 15, 2013

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...

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Truthiness

· #2 · Aug 15, 2013

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.

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Truthiness

· #7 · Aug 16, 2013

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.

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Truthiness

· #10 · Aug 19, 2013

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?

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Truthiness

· #17 · Aug 23, 2013

zep said:
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.

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Truthiness

· #20 · Aug 26, 2013

whichonespink said:
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.

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