Farley: Lincoln to explore Mini-style customization

[nruggiero]

Farley: Lincoln to explore Mini-style customization
Automotive News
January 15, 2013
by Bradford Wernle

DETROIT -- The interior of the Lincoln MKC Concept features the Lincoln logo, known as a star lattice, embossed into the leather upholstery.

Jim Farley, executive vice president of Lincoln, won't say whether the embossed logos will be offered on the production model. But he says Lincoln wants to give customers the chance to custom-order their Lincolns with an infinite variety of such special touches.

"Mass customization," Farley called it during an interview at the Detroit auto show. "This is something we did at Scion," he said, referring to his years launching Toyota's youth brand. He said Lincoln is considering "not just a light or a doorsill but something more fundamental."

Full article at link.

[donmateo]

I really hope that they go through with this. Offering customization on a luxury car is one of the fundamental foundations of creating a successful luxury brand. This definitely will move Lincoln vehicles forward and is one step further towards a new age of the Lincoln Motor Company.

I hope GM considers this with Cadillac in some fashion. I really think that it sets a brand apart.

[Brenie]

Er.... Mini's are cool, Lincoln's are anything but.

[spd98]

I think it will be a disaster. Customization may sell a 12k or 15k car. I don't think it will sell a 35k or 40k car. Mini offers it but's not why people buy them. When was the last time you heard "I bought my Mini because I could get the Union Jack on the roof!".

[sfbreh]

Proof positive they have no intention of becoming a global sales leader, and that's a good thing. I look forward to it. Bespoke all the way.

[sfbreh]

I think it will be a disaster. Customization may sell a 12k or 15k car. I don't think it will sell a 35k or 40k car. Mini offers it but's not why people buy them. When was the last time you heard "I bought my Mini because I could get the Union Jack on the roof!".

You buy a Mini for being different. People like what they like. Offer them everything. You'll get the same. When it's a car people truly WANT, people will be happier with it. People will buy more. People will sell their own cars to more people with their enthusiasm.

[MCGARRETT]

I think it will be a disaster. Customization may sell a 12k or 15k car. I don't think it will sell a 35k or 40k car. Mini offers it but's not why people buy them. When was the last time you heard "I bought my Mini because I could get the Union Jack on the roof!

You're not getting it, its not about putting a Union Jack on the roof, its about personalization of the car, for your information, Mercedes, BMW, Rolls Royce, Bentley and et al all offer programs like this that allow the customer to personalize their car to their taste, I imagine Lincoln won't go as far as Rolls-Royce, who allows you to select leather and leather piping options mixed with wood choices, etc, but its neat if they can pull it off, I would like Cadillac to offer something similar.

[PHAT-JAY]

free post.....like it was side Minis are still kind of cool...nothing Lincoln has is cool, and trying to build a mini fighter should be the last thing on the list of things to do.

[donmateo]

free post.....like it was side Minis are still kind of cool...nothing Lincoln has is cool, and trying to build a mini fighter should be the last thing on the list of things to do.

Did you even read the article? This has nothing to do with a "Mini fighter" this is about offering customization like Mini does. A bespoke experience, not a new vehicle.

[nruggiero]

I really think Lincoln is moving towards a very positive direction slowly but surely.

This is a very cool thing Lincoln will offer, and I'm quite surprised Cadillac hasn't mentioned a bespoke program yet.

[germeezy1]

Did Mr. Wide Open Pie Hole just compare Lincoln to Scion or did I misread something? There is nothing unique nor new about offering luxury customers bespoke options, and unlike Lincoln who continues to talk about it BMW and MB currently have these programs in place right now.

[sfbreh]

I really think Lincoln is moving towards a very positive direction slowly but surely.

This is a very cool thing Lincoln will offer, and I'm quite surprised Cadillac hasn't mentioned a bespoke program yet.

100% agree on all points.

Did Mr. Wide Open Pie Hole just compare Lincoln to Scion or did I misread something? There is nothing unique nor new about offering luxury customers bespoke options, and unlike Lincoln who continues to talk about it BMW and MB currently have these programs in place right now.

He didn't. I'm assuming he's implying it'll be a bit more than designo or Individual.

[germeezy1]

100% agree on all points.



He didn't. I'm assuming he's implying it'll be a bit more than designo or Individual.

If he used Scion as an example I would imagine it would be not utterly divergent from the level of customization available on the Fiat 500.

[ChevroletRevived]

I think it will be a disaster. Customization may sell a 12k or 15k car. I don't think it will sell a 35k or 40k car. Mini offers it but's not why people buy them. When was the last time you heard "I bought my Mini because I could get the Union Jack on the roof!".

Why would it be a disaster? Every manufacturer in the luxury segment offers personalization to some degree. If Lincoln can go above and beyond that it will help them to stand out - both as a manufacturer and for buyers individually. And, last I checked MINIs aren't $12K or $15K cars. Personalization may not be the main factor, but it is an important element of the MINI experience.

[cad1cts]

Just my view but I think they should do this today. Not spend time studying it. Just do it. Start with every new model beginning with the MKZ. There's no reason why they can't offer bespoke options; woods, leathers, metals, even stone, all of it. They'll see the sales to justify the cost IMO.