Lincoln is looking to boost customer interest and continue its reinvention as a legitimate luxury brand, and from the lawns of Pebble Beach comes the latest piece of this reinvention, the Lincoln Black Label. Once upon a time, several decades ago, the Lincoln name was synonymous with craftsmanship of the kind found only on the most luxurious motorcoaches. But that quality waned, and Lincoln’s reputation–and sales–suffered. Hoping to regain cachet and woo new perspective luxury clientele (and maybe blended Scotch whiskey drinkers), Lincoln is getting creative.
“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 and Lincoln.” Farley added that Black Label was intended to engage customers, and offer them a more personal, customized experience.
In essence, Black Label is a fancy name for Lincoln’s themed trim packages that use fine leathers, natural woods, and Alcantara to add sophistication and design to your vehicle. One of the themes is called “Center Stage,” and is inspired by fashion and theater. The Jet Black interior is highlighted by a Foxfire Red headliner, which captures “the drama of being in a dark theater. Alcantara suede adds a plush texture to the doors and seats.
The “Indulgence” theme is inspired by the lure of premium chocolate, and employs “Ganache and Truffle-colored Venetian leather.” Ziricote woods—often used on yachts— highlights its natural grain, without the addition of dyes or stains. The “Modern Heritage” theme is the third available trim, and is intended for “the client that appreciates a clean, modern aesthetic.” Modern Heritage selects a soft white interior, meant to be warm and inviting.