Ford promises big statement with relaunch of Lincoln at Detroit auto show

Ford's Lincoln brand will showcase a concept of its new MKZ sedan at next week's 2012 North American International Auto Show as a major step to compete more effectively in the growing luxury market.

But Lincoln is also using a new, larger display area to highlight the relaunch of a brand that has struggled while other luxury brands have grown significantly in the last year.

"This is the biggest statement Lincoln has ever made at an auto show," said Max Wolff, Lincoln's director of design, in a statement.

"Our NAIAS display represents more than a vehicle debut. It represents the reinvention of Lincoln," Wolff said.

Ford has promised seven new or significantly modified vehicles for Lincoln by 2014. The flagship MKS sedan and MKT crossover will go on sale this year with substantial upgrades, but the MKZ will be the first true all-new vehicle from the dedicated team created a year ago to completely overhaul Lincoln's lineup.

The new display is 50% than last year's stand and hopes to set itself apart with the ambiance of an art gallery complete with art and decor by artist Chuck Hoberman who contributed to the 2002 Salt Lake City Winter Olympics and rock group U2's 360 degree tour.

Two of Hoberman's spheres will expand to 11 feet and condense back down to three feet in time with a special soundtrack.

The stand also features art and sculpture by at least six other metro Detroit artists.

"Lincoln's 2012 NAIAS stand is a full premium experience," said C.J. O'Donnell, Lincoln's group marketing manager, in a statement.

There will be vehicles on a simulated road; product specialists will highlight the features of current models and there is a lounge on the second level where visitors can appreciate Lincoln's heritage by viewing Edsel Ford's restored 1934 Model 40 Special Speedster.

Source: http://www.freep.com/article/20120103/BUSINESS01/120103003/1014/rss13

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