Lincoln, the luxury automobile brand that’s faced a bit of an identity crisis in recent years, debuted at Pebble Beach their Lincoln Black Label, which the company describes as “a collection of ultra-premium exterior and interior themes mated to an even higher level of personal services and experiences,” which marks the next step in the brand’s reinvention.
Limited-edition design themes, ultra-premium materials, meticulous execution and elevated client service will be the hallmarks of Lincoln Black Label.
Black Label was conceived and designed by a select Lincoln Design team to reflect the breadth of the brand. In its earlier days, Lincoln was a favorite vehicle for unique, sophisticated and luxurious bespoke exterior and interior themes. This has inspired a new direction to provide a higher level of luxury available to all clients of the brand – not just those who purchase the most expensive, top-of-range models.
Creating a family of elegant themes that represents confidence and sophistication, each of the three interior environments presented at the preview was coordinated with exclusive exterior colors. The materials for each interior environment were selected to reflect the team’s desire to create a warm and sophisticated package that also tells a story.
After starting with nearly two dozen concepts, the Lincoln Black Label design team honed in on three themes for the Pebble Beach preview, each inspired by trends in fashion, food and architecture as well as lifestyles and experiences.
The three themes previewed: Center Stage, Indulgence and Modern Heritage.
Center Stage, inspired by fashion and theater, is designed for the most expressive clients. The Jet Black interior is highlighted by a Foxfire Red headliner, capturing the drama of being in a dark theater with the impact of a rich, deep red accent color. Alcantara suede with uniquely designed perforation adds plush texture to the doors and seats.
Indulgence is inspired by the lure of premium chocolate to ignite a rich sensory experience. Ganache- and Truffle-colored Venetian leather with a subtle antiqued finish adds richness and depth. The Ziricote wood trim features a beautiful natural grain and color inherent in the wood with no added dyes or stains. This wood – new to the automotive industry – is often used in high-end yachts.
Modern Heritage offers a fresh take on the classic black-and-white interior with subtle red accents. Designed for the client who appreciates a clean, modern aesthetic, the soft white interior is warm and inviting. Renewed and engineered wood trim – imbued with metal flake between its layers – creates a sparkling effect to stylishly highlight this modern classic design.
Will Lincoln’s Black Label strategy help them win back the customers that left for other luxury brands? Stay tuned, as Black Label is expected to launch near the end of 2014.