Filed under:
Aftermarket,
Marketing/Advertising,
Lincoln,
Design/Style,
Luxury
There's no single silver bullet that will cure all that ails the
Lincoln brand, and
Ford knows that just as surely as we do. Coming out with exciting new models like the well-received
MKC crossover counts as several steps in the right direction, assuming of course that the production version is as appealing as the concept just shown at the
2013 Detroit Auto Show, but more is needed. According to Jim Farley, executive vice president of Lincoln, one more trick may be "mass customization."
Put another way, Lincoln is considering ways to allow buyers to customize their new vehicles right off the showroom floor, similar to how things are done at
Mini, and, to a lesser extent,
Scion, where Farley previously served as corporate manager. Imagine, for instance, ordering a new MKC with a large Lincoln insignia embossed into the leather seatbacks, according to
Automotive News.
While we're not so sure anybody is all that interested in paying extra for more Lincoln logos, it's a strategy that has proven rather fruitful at Mini. Only time will tell if Ford's erstwhile luxury division will once again be seen as something truly worth reaching for, and if customers are willing to pay a further premium for customization.
Lincoln to adopt Mini-like personalization strategy? originally appeared on
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Report: Lincoln to adopt Mini-like personalization strategy?
