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Lincoln to adopt Mini-like personalization strategy?

There's no single silver bullet that will cure all that ails the Lincoln brand, and Ford knows that just as surely as we do. Coming out with exciting new models like the well-received MKC crossover counts as several steps in the right direction, assuming of course that the production version is as appealing as the concept just shown at the 2013 Detroit Auto Show, but more is needed. According to Jim Farley, executive vice president of Lincoln, one more trick may be "mass customization."
Put another way, Lincoln is considering ways to allow buyers to customize their new vehicles right off the showroom floor, similar to how things are done at Mini, and, to a lesser extent, Scion, where Farley previously served as corporate manager. Imagine, for instance, ordering a new MKC with a large Lincoln insignia embossed into the leather seatbacks, according to Automotive News.
While we're not so sure anybody is all that interested in paying extra for more Lincoln logos, it's a strategy that has proven rather fruitful at Mini. Only time will tell if Ford's erstwhile luxury division will once again be seen as something truly worth reaching for, and if customers are willing to pay a further premium for customization.

Lincoln taps Serena Williams to pitch all-new Navigator

Lincoln is turning to a new star to help it pitch the hot-selling Navigator SUV alongside Matthew McConaughey: Tennis megastar and businesswoman Serena Williams. She'll help pitch the Navigator in a social media campaign that launched Thursday. Lincoln released four short spots that will appear on Lincoln and Williams' social channels. In one, the longest at 41 seconds, Williams recalls buying her first Navigator as a teen and says she's come full circle as a mother. She dubbed the vehicle "Ginger." "Ginger was all white, she had 22s and she had rims," she says in the spot. "I felt like, you know, I was kind of balling in a way. It was like my first huge purchase." Another shows Williams talking on a tennis court about being a mother and how the vehicle functions as a kind of bedroom for her daughter, Olympia, who was born last September. "For me that's what's most important." Like the McConaughey spots before them, the new spots hew to the Lincoln script of mostly not focusing on the vehicle but rather on experiences. (Williams' experiences seem a lot less ethereal than McConaughey's.) View 4 Photos Williams is known for her tennis exploits, having won a record 23 Grand Slam singles titles and four Olympic gold medals. She has fashion deals with Puma and Home Shopping Network and launched her own fashion brand called Aneres. And she operates the Serena Williams Fund to emphasize education and help victims of gun and domestic violence, plus the Williams Sisters Fund, which she launched in 2016 with her sister, Venus. Serena Williams is also a member of the Oath Board of Advisors. Oath is the parent company of Autoblog. "Serena is an amazing athlete who has won 23 Grand Slams, but she also has a family, she has her own clothing line, she sits on major boards, she's philanthropic — she has all these competing demands on her time," Lincoln Group Marketing Manager John Emmert said in a statement. "We know that time is our Navigator client's ultimate luxury as they balance everything in their busy lives, and Serena exemplifies that balance with poise and grace." It's not the first time Williams has endorsed an automotive brand, notes AdAge. Mini featured the tennis star in a Super Bowl ad in 2016. The Navigator is all-new for 2018. It won North American Truck of the Year last month at the Detroit Auto Show. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

High-tech, remote-controlled Golden Sahara II custom car going for auction

Imagine a vehicle with automatic braking, remote operation, self-opening doors and a big screen on the dash. You're probably imaging a Tesla Model X, but we're actually talking about a car called the Golden Sahara II, a custom car originally built in the 1950s, and it's going for auction at Mecum's event in Indianapolis. According to Mecum, this custom car started out as a 1953 Lincoln Capri owned by George Barris, the man who created the original Batmobile. He didn't have it long before it ended up in a crash that led him to use it for a major custom project. He teamed up James Skonzakes, known as Jim Street, to create and pay for the build. In 1954, the car was finished with wild body work, actual 24-karat gold-plated exterior trim and a pearlescent gold paint created from fish scales. It carried the name of Golden Sahara, and it cost $25,000 to build. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. In 1956, Street decided to invest a whole lot more into the car. He sent it to a shop in Dayton, Ohio where it was fitted with a myriad of high-tech features. These included a central control stick that could operate the throttle, steering and braking, push-button steering controls on the dashboard for both the driver and the passenger, a remote control for moving it slowly and for opening the doors. It had sonar antennae at the front for automatic braking, a TV in the center stack, a radio, a phone, and even a cocktail cabinet in the back and mink carpeting. All of these features were on display when Street appeared with the car on the TV show I've Got a Secret, seen above, as well as in a period news story in which Street's wife demonstrated the features including the light-up wheels and tires for turn signals. That clip is visible below. The total cost of the car, now called Golden Sahara II, was $75,000. Adjusted for inflation, that's nearly $700,000. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. Eventually, Street stopped showing the Golden Sahara II, but he never got rid of it. It was recently found in his garage, and the car will finally go for auction in May at Mecum's Indianapolis auction. The car will be sold in unrestored condition, which looks to be fairly rough, but savable. It appears the remotes are still there, too. The car will be auctioned with no reserve, so it will have a new owner.