Don't look now, but Lincoln is dead-set to take on the most refined Europeans in the sphere of luxury and indulgence.
Stop us if you've heard this trope before. Since the epoch of the Bill Blass Continental Mark V, Lincoln has pursued the elusive shoppers looking for the intersection of luxury, design, and comfort in their sedans, coupes, and sport-utility vehicles.
This time, with the introduction of Black Label—a collection of four interior themes with upgraded leather and wood trim—Lincoln hopes to erase the stigma associated with appearance packages and offer a "members-only" experience, similar to that of a high-level credit card.
Lincoln color and materials design manager Janet Seymour presented the first MKC and MKZ Black Label vehicles last night for the first time at a private event in the Hollywood Hills. The event was designed to meld the "curated" design themes available from Black Label with complementary furniture and interior design.
Seymour said was inspired by indulgences, like "the allure of delicious, premium chocolate," the theater, and relaxation. The premiere four Black Label themes, Indulgence, Center Stage, Modern Heritage and Oasis, each offer a different contrasting color palette. Black Label comprises leather dubbed Venetian, which Lincoln did not indicate was analine or semi-aniline, as well as a variety of high-end wood trims and an Alcantara headliner.
A spokesperson close to the company noted that these packages are subject to change based on interest, making them limited editions. The MKC and MKZ are the first Lincolns to offer the package, with more models scheduled.
Black Label owners will have access to exclusive events and privileges, such as complimentary car washes and a complimentary, yearly full detail from the dealership. A Lincoln representative noted that the benefits apply only to the retail program, and not fleet sales—sorry, livery drivers who need to wash their cars daily.
Unlike some luxury packages, like GMC's Denali, the enhancements are limited to the interior, save for some unique exterior colors. The Black Label treatment is not matched to a particular engine and transmission combination, offering customers the choice to have an ultra-luxury experience with different levels of power. The cost of the package will be approximately $6000, which includes the interior surface upgrades but little else in the way of technology or high-end audio.
According to Lincoln communications manager Vanessa Bohlscheid, Lincoln customers will be looking for choice, and not necessarily to match the sportiest performance with the most luxurious interior.
Lincoln is pitching Black Label against European brands—without naming any competitors directly—but its first test will be matching and outdoing interest in Buick's Ultra-Luxury package for the LaCrosse sedan.
Black Label Lincolns will go on sale in the United States in early 2015, and will reach China as Presidential models later in 2015.
See Now: OnePlus 6: How Different Will It Be From OnePlus 5?
