2012 Annual Report

GREAT PRODUCTS - Lincoln

In 2012 Lincoln made significant strides in its top-to-bottom brand reinvention to become a true premium automotive segment competitor.

The first step was April’s reveal of the all-new Lincoln MKZ midsize premium sedan at the New York International Auto Show. The reveal showcased the brand direction in style and substance: Every new Lincoln will be technically relevant, dynamically excellent and warmly inviting, with a highly personalized ownership experience to match.

In August, Lincoln announced expansion into China, where the luxury segment is forecast to surpass the U.S. luxury market by 2020. Luxury vehicle sales are expected to more than double in China – from 6 percent of the market today to nearly 9 percent by the end of the decade.

Lincoln cars will be available in China in the second half of 2014.

The opening of a dedicated Lincoln Design Center was celebrated in October. All disciplines – creative and technical – work collaboratively in one space. Located in the heart of the company’s Product Development Center, the studio is a first for Lincoln since the 1970s, and houses approximately 150 designers, craftspeople and engineers focused solely on Lincoln production and concept vehicles.

The formal debut of the Lincoln MKZ came in December in New York City’s iconic Lincoln Center Plaza. The event also marked the return of the Lincoln Motor Company name, signifying a future being built on the foundation that once made Lincoln an inspiration for premium brands.