Exterior of MKC Black Label Chroma Flame exterior concept. Photo credit: Ford Motor.
Lincoln’s Black Label is a collection of super-premium exterior and interior themes that are designed to attract a specific consumer.
“The new Lincoln Motor Company is built on three foundational elements – design, quality and personal service; Black Label represents our highest expression of these elements,” said Jim Farley, executive vice president of global marketing, sales, and service at Lincoln, in a Ford Motor Company (NYSE:F) press release.
Each Black Label theme will have exclusive exterior colors and interior environments that combine into a sophisticated package to tell a story. See what I mean in the following snippet from Ford Motor Company (NYSE:F)’s press release:
Interior of MKZ Black Label Center Stage interior concept. Photo credit: Ford Motor.
It’s not just the flashy new look and colors that will impress consumers, but the material selection was very meticulous. The seats will be made from Venetian leather, a premium style for which less than 1% of hides globally meet requirements. Another Black Label theme, Indulgence, offers a Ziricote wood trim that has natural grain and color inherent in the wood, with no added dye or stain. What’s wild about this wood trim is that it’s completely new to auto consumers — unless you also happen to own a high-end yacht, that is.
As a Ford Motor Company (NYSE:F) shareholder, I understand how important Lincoln’s revival is for the company. Right now if you aren’t interested in a redesigned Lincoln MKZ, you don’t have many options, and oftentimes consumers are walking to competitors — even if they’d like to stay loyal to Ford. That defection shows in sales, as the Mustang outsold the entire Lincoln line last year, and the Escape more than tripled its sales.