It may be a luxury but it's absolutely necessary.
"When you consider that luxury is one-third of all industry profits, I think you can see why building Lincoln is so important for going where we are going," Mark Fields, Pres. CEO, Ford, said. "A year ago we faced some continued skepticism and we understood it."
The Lincoln brand has seen some changes of late. That included getting Matthew McConaughey behind the wheel in commercial spots that, while they were often parodied, they helped make everything 'alright alright alright'.
"I have a 21 year old son and I take real encouragement when he says Dad, the new Lincoln ads, all my friends are posting them immediately," Fields said.
With the brand out front again, the customer has become the focus both in design and function. That was the idea with the unveiling of the Lincoln MKX, a fully customizable automobile with upgrades. It's all about making it stress-free for the driver. There's even an app for your smartphone that allows you to schedule when you want the car to turn on.
That's just a sample of the features designed with comfort in mind according to Kumar Galhotra, President of Lincoln.
"These seats include massage feature for long trips and cushions that deflate to help you get out of your vehicle."
Lincoln also has a ten-year exclusive deal with Revel Sound Systems. all in the name of one-of-a-kind luxury.
These crossovers are made in Canada and will be available this year. For those wanting even more, there is the Black Label that includes free car washes for life and free service for four years.