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Lincoln launches new Black Label Collection luxury packaging

By Bob Nagy on August 19, 2013 9:43 AM
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Hoping to entice more premium-minded buyers into the divisional fold, Lincoln has announced the introduction of what it's calling "a higher-level expression of Lincoln design, style, materials, craftsmanship and personal experience." Formally known as the Black Label Collection, it consists of a number of specialized "theme environments" intended to significantly elevate the division's three core brand pillars of design, quality and personal service. According to Susan Lampinen, group chief designer, Color and Material Design, the goal of each individually focused theme is to simulate the kind of ambiance one might find in a high-end art gallery or other similar types of premium lifestyle experiences. Previewed at last week's gathering in Pebble Beach on the new 2014 Lincoln MKZ and the MKC Concept crossover, the Black Label Collection eventually will be offered on all models in the lineup.

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In creating the Black Label Collection, Lincoln designers started with 12 themes before finally settling on just three. Center Stage draws inspiration from fashion and theater, Indulgence recalls the subtle allure of fine chocolate, and Modern Heritage uniquely blends a black and white environment with subtle red accents. Each offers its own specific selections of ultra-premium leather matched with designer wood trim chosen for maximum richness of color, grain and pattern all set off by jewel-like "Satin Star" bright accents. In addition to their elegant interior upgrades, each Black Label vehicle will feature exclusive exterior colors, specific wheels and have the final letter in each of their respective badges rendered in black.

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"Lincoln Black Label will offer an experience for our clients that will engage them, not overwhelm them," said Jim Farley, executive vice president of Global Marketing, Sales and Service and Lincoln. "It's another important step in our brand's reinvention to appeal to a whole new group of progressive luxury clients."

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