The Lincoln luxury line of Ford Motor is looking to make its brand more hip and modern with its recent moves, one of which is the introduction of the Black Label trim.
The Black Label trim is an option worth $5,995 that is made available with the top trim level of the MKZ mid-size sedan and MKC compact crossover.
The upgrade buys Venetian leather cockpits and the addition of some of the best woods and suedes into the design of the vehicle, along with access to an exclusive list of colors.
Customers that choose to upgrade to the Black Label trim are also entitled to join the exclusive Black Label cub, which provides its members with privileges such as an extended 50,000-mile, four-year warranty, car washes and detailing, loaner drop-offs and service pickups, and a special menu with priority reservations with selected partner restaurants.
The Black Label option was designed to offer customers with a specialized experience, which is why only Lincoln-certified dealers will be able to put the higher-end vehicles up for sale.
The Black Label vehicles are currently arriving at showrooms and the Lincoln.com website has just launched the Black Label section. In addition, the Black Label vehicles will be up for display at the Los Angeles Auto Show this week.
"It is the ultimate expression of what the Lincoln brand will stand for," said group marketing manager for Lincoln, Andrew Frick.
Frick added that the Black Label trim will launch next month across six states, with the option to be made available all over the country by late next year. The new MKX SUV will also be getting the Black Label treatment next year, with the upgrade to be added to the entire lineup of Lincoln vehicles as new models are introduced.
According to Frick, Lincoln will be the only luxury vehicle brand to offer such an upgrade over its whole lineup of vehicles once Black Label is fully rolled out, with the company expecting the option to make up around 5 percent of the sales of each vehicle model.
"It is a long-term strategy," said IHS Automotive analyst Stephanie Brinley.
"It will take customers awhile to understand what Lincoln is offering. But it is a strong move that works on both the products and the experience at the same time."
Lincoln is looking to further improve on its sales, which are up about 15 percent compared to last year. Overall sales for the luxury vehicle market have increased by 7 percent.
"We're expecting to attract a little bit different customer that what is coming in now, a little younger and more female," Frick added.
Other moves that Ford has made in relation to the Lincoln luxury line include the release of advertisements that feature Matthew McConaughey.
