Lincoln Debuts MKC Concept in the Middle East, Showcases Brands Future At Dubai Motor Show
(MENAFN Press) During an exclusive Middle East premiere ahead of the 2013 Dubai International Motor Show, Lincoln introduced the MKC Concept “ a small luxury utility vehicle that signals the brand's intention to become a major contender in the premium market.
With nearly 40 per cent growth during past four years and nearly 30 per cent growth this year alone, the small luxury utility segment represents a key opportunity for Lincoln in the Middle East, and is a key next step in Lincoln's strategy to grow with four all-new vehicles in four years.
Paul Anderson, Ford Middle East's regional director for Marketing said: "We are reinventing Lincoln by focusing on the largest and fastest-growing segments of the luxury market, while offering clients something different. The recently-introduced MKZ is a great example of this direction as it re-establishes Lincoln in the largest luxury segment, and now, the MKC Concept highlights a key opportunity in one of the fastest-growing parts of the luxury market."
Lincoln is being reinvented in every way “ from a complete new lineup of stunningly designed vehicles to the customer ownership experience and how drivers engage with their vehicles. The goal is to appeal to a new type of luxury clients considered cultural progressives, who are open to new ideas and experiences.
In current and future vehicles, these Lincoln experiences will include a variety of distinctive features, such as push-button transmission engagement, programmable ride control, unique and diverse powertrains, personalized lighting, and a suite of customizable functions that are unique for each client as the vehicle instantly recognizes the operator and creates a personalized welcoming sequence.
Future Lincolns also will combine these unique experiences with the option of stunning, bespoke interior and exterior design appointments that will transcend typical luxury automotive standards, furthering the brand's transformation. The MKC Concept explores many of these transformative ideas.
"Customers in the Middle East understand the essence of bespoke and importance of craftsmanship," said Susan Lampinen, group chief designer, Color & Material Design, who is visiting Dubai for the Motor Show. "This is a region that values not just fashion, but more importantly, style and personalised experiences. The Middle East is certain to play an important role in Lincoln's global growth.
MKC Concept's Exterior, Interior Design Details
The MKC Concept builds on the foundation of the Lincoln Design DNA found in the new
MKZ. These warm, open and inviting design cues are a core element of the brand's
"The MKC Concept has a wonderful stance and sits beautifully on its wheels," said Lampinen.
"It has a sleek, sculpted body and wheel arches and elegant shoulders. The lines of the vehicle appear relatively simple on first look but with a second view reveal a dynamic three dimensionality."
An uninterrupted, highly crafted rear-view appearance highlights the signature full-width
taillamps. This is made possible by a liftgate design with a side-view cutline “ a Lincoln
first. It shows how the dedicated Lincoln design and engineering teams have worked
together to deliver customer-focused solutions that not only elevate the appearance, but
also provide maximum load capability.
The continuity also is apparent in the execution of the frameless windows, which amplify
the richness of the design, as does the signature split-wing grille. A large fixed panoramic roof runs the length of the vehicle.
High-end bespoke design, materials and execution inspire the four-passenger interior.
Just like MKZ “ which sets the tone for the brand's thoughtful new approach to design “
the MKC Concept features a distinct push-button gear shift selector. This enables a
flowing, expressive and architectural center console design covered with riveting details,
and unique colors and materials.
Lincoln Debuts New Black Label Theme on MKC Concept
The Lincoln MKC Concept showcases another key element of the brand's reinvention “ Lincoln Black Label “ a collection of ultra-premium exterior and interior themes from the Lincoln Design team that will eventually be available on every Lincoln model.
"The idea behind Black Label was to create a collection of designer themes that are similar to what might be found in a high-end art gallery “ inspired by lifestyles and experiences “ to showcase Lincoln in its best light," explained Lampinen.
Exclusive interior environments are coordinated with unique exterior colors. Each of Lincoln's three Black Label interior themes draw out the fine craftsmanship, innovative trim details and designer finishes, complemented by premium selection of materials.
"Because Lincoln Black Label is our highest offering of the expression of personal luxury, we took our materials selections personally as well," said Lampinen. "We believe this personal touch and involvement will help separate Lincoln from other offerings."
Key touchpoints “ instrument panel, doors and console “ are wrapped and stitched in the highest-grade premium leather to surround the client in luxury. Armrests and seats are trimmed in specialty Venetian leather created exclusively for Lincoln Black Label.
Premium Alcantara suede material is wrapped on the headliner, pillars and package tray, and is accented on seats, trunk and floor mat details.
Similar rigor was applied to the selection of premium and designer woods, which were sought out globally and selected for maximum richness of color, grain and pattern.
Unique design elements are found throughout Lincoln Black Label vehicles. Jewel-like accents called "Satin Star" plating adorn the seat on head restraints and side shields. Multi-finish premium paint and chrome complements the wheel design.
The designers started with more than a dozen concepts before narrowing to three themes: Center Stage, Indulgence and Modern Heritage “ showcased on the MKC Concept.
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.
Subtle brand accents include Diamond-L and Linking-L perforation patterns uniquely designed for the climate-controlled seats. This attention to detail is also given to tightly controlled stitch seams and thread color coordination.
The additional two Black Label themes “ Center Stage and Indulgence “ were inspired by fashion and theatre, and rich, premium chocolate, respectively.
"We all relished the opportunity to create something truly special for Lincoln," said Lampinen.
Dubai Show Display Shows Lincoln is Stronger Than Ever
Lincoln has seen its Middle East sales increase 60 per cent this year, and the brand's strongest ever product lineup in the Middle East provides for even greater backbone for 2014.
Lincoln will showcase the MKC Concept alongside its full lineup of premium vehicles in the brand's first-ever dedicated display stand inside the Sheikh Saeed Hall at the Motor Show. Show visitors will see the full-size MKS, utility vehicles MKX, MKT and Navigator, and the all-new MKZ mid-size premium sedan.
The all-new Lincoln MKZ, recently introduced in Dubai as GITEX' Official Car of the Show, and the first to be rolled out from the dedicated Lincoln design studio, entered the midsize luxury segment with new offerings:
With a sweeping profile, MKZ incorporates one of the world's widest-opening retractable glass roofs
Lincoln Drive Control “ an intelligent system that delivers a refined ride and engaging driving dynamics. Standard Lincoln Drive Control intuitively integrates multiple systems (engine, transmission, body and chassis) to deliver totally new Lincoln driving quality
A distinct Push Button Shift gear selector that enables flowing and architectural center console design
A quiet, well-appointed interior enhanced by standard Active Noise Control, genuine wood trim, full LCD instrumentation, and SYNC with MyLincoln Touch„
Class-exclusive available inflatable rear safety belts supplement eight standard airbags
In line with the MKZ's technology and innovation, visitors to the Lincoln stand will have the chance to experience a world-first activation specifically created to make Lincoln's presence at the show unique and memorable.
A highlight of the Lincoln display will be a fully-customised Lincoln MKZ that features a unique rear-seat virtual test drive, allowing visitors to experience the features of the car while being driven around the city of their choice with a virtual chauffeur. The car is also unique in that the front windshield has visuals projected onto it from within, and the windows of the front-doors feature interactive brochures that visitors can interact with using gestures.
"Lincoln is being invented in every way," said Anderson, "and we are so excited to give Middle East customers an opportunity to see and experience that firsthand."
Lincoln is the luxury automotive brand of Ford Motor Company, committed to creating compelling vehicles with an exceptional ownership experience to match. Lincoln is in the process of introducing four all-new vehicles in the next four years. For more information about Lincoln, please visit http://media.lincoln.com or www.me.lincoln.com. Follow us on facebook.com/LincolnMiddleEast and on Twitter @LincolnME.
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