As you may know already, Lincoln is going to unveil a concept version of the upcoming MKZ sedan next week at the 2012 Detroit Auto Show (NAIAS). And this is not all, as the American luxury brand is going to use a new and alrger display are in order to highlight its relaunch. "This is the biggest statement Lincoln has ever made at an auto show," Max Wolff, Lincoln's director of design, said in a statement.
"Our NAIAS display represents more than a vehicle debut. It represents the reinvention of Lincoln," he added.
By 2014, Lincoln is going to add seven new or significantly modified vehicles to its lineup. The new MKS sedan and MKT crossover will go on sale this year and they will bring significant upgrades, but the new MKZ will be the first true all-new vehicle from the team created a year ago to completely overhaul Lincoln's lineup.
"Lincoln's 2012 NAIAS stand is a full premium experience," C.J. O'Donnell, Lincoln's group marketing manager, said in a statement. Apparently, Lincoln’s stand at this year’s NAIAS is with 50% larger than last year's stand and the manufacturer hopes to set itself apart with the ambience of an art gallery with art and decor by artist Chuck Hoberman.
For those who don’t know, Hoberman is the man who set itself apart with the ambience of an art gallery with art and decor by artist Chuck Hoberman. The stand also features art and sculpture by at least six other metro Detroit artists.
When Lincoln unveiled the MKZ Concept at the 2012 North American International Auto Show in Detroit, it also announced its own reinvention while previewing how it intends to design its next-generation vehicles. Derrick Kuzak, group vice president for Global Product Development at Ford Motor Co., quipped that the Lincoln MKZ Concept is not an introduction of a new car, but an unveiling of a new brand.
He added that the new MKZ Concept marks the next step in Lincoln’s reinvention, which is something that the premium carmaker has been pursuing quietly but aggressively. Essentially, the new Lincoln MKZ Concept provides a preview of the production model that would be launched later in 2012 as well as gives a strong hint on Lincoln's design future.
Lincoln design director Max Wolff remarked that the shape of the MKZ Concept is basically a vision of simplicity finished in just a few strokes, as the brand pursues elegant simplicity. This is part of a movement towards something warmer and more restrained while shunning overly complex designs and conventional luxury. True enough, the exterior of the MKZ Concept is wrapped in a Cognac color, thereby exhibiting warm hues all over.
This finish is achieved by employing a rich base coat with multiple layers of tinted clear-coat finishes. Of course, the MKZ Concept is easily recognizable as a Lincoln, thanks to signature brand design elements like the freshly interpreted split-wing grille that made its debut on the 1938 Lincoln-Zephyr.
Meanwhile, the profile of the MKZ Concept features a long and sweeping roofline, thereby throwing away the traditional sedan three-box shape. By lengthening the roofline, the MKZ Concept now dons a more elegant, more flowing and more aerodynamic appearance.