• Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The panoramic glass on the flowing roofline of the Lincoln MKC Concept continues the practice of being warm and open.
  • Lincoln MKC Concept: The Lincoln MKC Concept�s interior achieves visual width and a feeling of openness with architectural instrument-panel graphics and an implied flowing center console design.
  • Lincoln MKC Concept: The Lincoln MKC Concept�s seats and pillars are wrapped in smooth premium leather. An embroidered Lincoln Star and crimson stitches highlight the seats. Lattice pattern embroidery is featured throughout.
  • Lincoln MKC Concept: The Lincoln MKC Concept�s seats and pillars are wrapped in smooth premium leather. An embroidered Lincoln Star and crimson stitches highlight the seats. Lattice pattern embroidery is featured throughout.
  • Lincoln MKC Concept: The MKC Concept�s tastefully executed interior features elegant chrome and wood jewelry. Appliqu�s are cut from layers of reconstructed natural wood infused with a metallic flake. The chrome air register�s exquisite shape echoes the exterior�s front-end graphics.
  • Lincoln MKC Concept: Clean, open space with chrome accent cargo pads and a repeating embroidered Lincoln Star lattice add elegance to the Lincoln MKC Concept. A leather-wrapped cargo area extends the rich softness of the interior palette.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The Lincoln MKC Concept, introduced at the 2013 North American International Auto Show, is a vision of how Lincoln will enter the industry�s fastest-growing segment: small luxury utility.
  • Lincoln MKC Concept: The sculptural execution of the Lincoln MKC Concept�s hood surface is amplified by the high-end cream-based color, which features a tri-metallic coat.
  • Lincoln MKC Concept: Twenty-inch premium painted wheels with polished aluminum rims add to the sporty, yet elegant, appearance of the Lincoln MKC Concept.
  • Lincoln MKC Concept: An uninterrupted, highly crafted rear-view appearance highlights the signature full-width taillamps of the Lincoln MKC Concept. This is made possible by a liftgate design with a side-view cutline � a Lincoln first.
There's no single silver bullet that will cure all that ails the Lincoln brand, and Ford knows that just as surely as we do. Coming out with exciting new models like the well-received MKC crossover counts as several steps in the right direction, assuming of course that the production version is as appealing as the concept just shown at the 2013 Detroit Auto Show, but more is needed. According to Jim Farley, executive vice president of Lincoln, one more trick may be "mass customization."

Put another way, Lincoln is considering ways to allow buyers to customize their new vehicles right off the showroom floor, similar to how things are done at Mini, and, to a lesser extent, Scion, where Farley previously served as corporate manager. Imagine, for instance, ordering a new MKC with a large Lincoln insignia embossed into the leather seatbacks, according to Automotive News.

While we're not so sure anybody is all that interested in paying extra for more Lincoln logos, it's a strategy that has proven rather fruitful at Mini. Only time will tell if Ford's erstwhile luxury division will once again be seen as something truly worth reaching for, and if customers are willing to pay a further premium for customization.


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    • 1 Second Ago
  • 49 Comments
      icemilkcoffee
      • 2 Years Ago
      Another example of an exec 'failing upward'. Jim Farley did a disastrous job with Scion (he actually got a surprise hit with the old Scion xB, but then proceeded to do everything in his power to destroy that success), and now he gets to run Lincoln?
      adam1keith1980
      • 2 Years Ago
      Lincoln: Here are some free advices from a young professional who buys luxury cars. I am in your desired customer demographics, the kind of customers with an individual income of >100k annually that are currently drawn to Audi, BMW, Mercedes, Infiniti, Lexus, and increasingly Cadillac and Jaguar, BUT NOT Acura and Saab: You need the following: A compact RWD-based car (coupe and sedan) to compete with the BMW 3-series, Lexus IS, and Cadillac ATS A mid-size RWD-based car to compete with the BMW 5-series, Lexus GS, and Mercedes E-class A full-size RWD-based car to compete with the BMW 7-series, Lexus LS, and Mercedes S-class A compact SUV to compete with the BMW X3, Mercedes GLK, and Audi Q5. The MKC is looking good so far. A mid-size SUV to compete with the BMW X5, Mercedes ML, and Audi Q7. The MKX should not look like the Edge A halo car with the same impact as the Mercedes SLS, Audi R8, Lexus LFA etc. Mass customization is nice, but you need to get the fundamental product right. Ford has some talented designers and engineers. Hey, it’s the company behind the amazing revival of Jaguar, Aston Martin, Land Rover. With those brands gone (unfortunately), I don’t see why Ford cannot concentrate on R&D for their luxury brand.
        Winnie Jenkems
        • 2 Years Ago
        @adam1keith1980
        If I could send you a trophy for this comment I would
        hubemx
        • 2 Years Ago
        @adam1keith1980
        My thoughts exactly. I wish some Ford executive reads this.
        • 2 Years Ago
        @adam1keith1980
        [blocked]
      MacProMan
      • 2 Years Ago
      it's MINI not Mini, good luck Lincoln, I do truly hope you come back alive. The crossover you are showing has promise in my eyes...
      AnalogJesse
      • 2 Years Ago
      They're continuing to miss the point. Ugh. Put the Coyote 5.0 in ANY Lincoln and I will INSTANTLY be interested (within reason). Build something that weighs less than 3,000 lbs and is RWD or AWD with a manual option and I will INSTANTLY be interested. Customization does not interest me. Give me an actual reason to be interested in your cars, Lincoln. Putting different colored mirrors on them isn't going to do it.
      merlot066
      • 2 Years Ago
      Sign me up for an American flag on the roof, take that MINI!
        dohc73
        • 2 Years Ago
        @merlot066
        Except that you can get an American flag on a MINI too, but anyway....
      Spartan
      • 2 Years Ago
      Can I personalize my MKZ with AWD, 6MT and the 3.5L EB? Because that's the car I want!
      Dean
      • 2 Years Ago
      I going to give Lincoln an incredibly huge benefit of the doubt, and assume that they mean personalization in the same way MINI does...from choosing interior, and exterior, color combinations, to vehicle options (whether they're available individually, or as a package). I think they want the owner to feel as if they've made the vehicle uniquely theirs. While this is great in theory, I think Lincoln needs to strengthen their lineup before people will start to look at it as something more than a Volvo, Acura, and Buick competitor. Lincoln's MKZ, and MKC concept are headed a step in the right direction. If Lincoln can figure out where they want to be, and put out products that prove it, they have a shot at re-establishing themselves. MINI isn't the only company that offers personalization. Audi, BMW, and Mercedes-Benz let you choose options, and colors (some more than others) in such a way that your car becomes representative of the owner's personality. I'm not Lincoln's biggest fan, but I have seen Ford turn itself around, and would like to see them turn around in the same way. It'd be nice if the US had a second luxury brand to choose from.
        • 2 Years Ago
        @Dean
        [blocked]
      ferps
      • 2 Years Ago
      The more I see of this concept, the more I like it. It's like an edgier Audi Q5. As for customization, I think it all comes down to price. Audi, for example, offers the Audi exclusive program on some of its models in the US, but the take rate is very small because it is quite expensive.
      • 2 Years Ago
      [blocked]
        Mr E
        • 2 Years Ago
        +1! When I think Lincoln, I think bad-ass sedan, and they're severely lacking a model with this type of attitude. I think they could really benefit from a model like the Chrysler 300.
        Justin Campanale
        • 2 Years Ago
        Correction:RWD or full-time AWD. Case in point: Audi.
      mikeybyte1
      • 2 Years Ago
      I think it's a smart idea. Not necessarily the embroidered logos, per se. But allowing some personalization. You don't really see that in the luxury market. They could offer things like different side mirrors, grille materials, paint combinations. On the inside they should really offer some nice 2 tone options with leather and other materials. I think allowing someone to really mix and match what they want as opposed to limiting the combos is smart. I can't tell you how many times I go to a Build & Configure site to find I can't get the interior color and exterior color combo that I want. Or they decide which woodgrain goes with which interior or package. Let the buyer decide. And do some wild options like red leather and stuff. It will only help draw customers in.
        Mr E
        • 2 Years Ago
        @mikeybyte1
        Agreed. As a luxury make (or near-luxury), they need to give customers a reason to shop with them compared to the similar Fords as well as competitors, especially if they aren't going to go after more select or niche model ranges. Also while we're throwing requests in -- please offer premium cloth WITH heated seats!
      Justin Campanale
      • 2 Years Ago
      How about Lincoln makes a BMW 3 competitor on the Mustang platform? Wait, wait,wait, no. That makes TOO much sense.
      Farmerboy
      • 2 Years Ago
      got to start with a good looking car first before you worry about adding extra stuff to a car that looks crappy. i would take a cadillac any day over fords weak so called lux cars
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