By Gary S. Vasilash
Lincoln, like other brands, is working to redefine itself by developing electrified vehicles. One of the advantages that Lincoln has in this regard is that (1) it is the luxury brand of the Ford Motor Company, which is devoting serious resources to creating vehicles of this type so it gets a big lift from its parent company and (2) as it is a luxury brand, there is more headroom vis-à-vis pricing because let’s face it: electric vehicle technology is still expensive, so putting it in vehicles that appeal to customers (or “clients” as Lincoln people may refer to them) that can afford more is the right move.
Lincoln plans to have three electric vehicles in its showrooms by 2025. Odds are all or some will be variants on what exist there right now (which makes sense: the Nautilus actually had a 7.5% sales increase in 2021, a year that otherwise was rife with minus signs).
But Lincoln has unveiled what Kemal Curic, global design director, Lincoln, refers to as a “moonshot,” the Lincoln Star Concept.
The “star” refers to the graphic logo that Lincoln uses. Picture the basically rectangular badge with the cross in its center more square-like and extend the arms of the cross out beyond the square with pointed ends: It then becomes something that is like a North Star image. The North Star (a.k.a., Polaris) is the brightest star in the night sky and as such has long been used as a point of navigation: the Lincoln Star Concept is the direction that Lincoln is heading toward.
What’s more, a star is about light, and if there is something striking about the Lincoln Star Concept is that whether it is on the front fascia or in the cosseting cabin, animated light is an absolute key feature.
In this edition of “Autoline After Hours” Curic talks to John McElroy and me about the Lincoln Star Concept: the whys, the hows and the wherefores, about how they are using advanced technology (e.g., using 3D metal printing to create the A- and D-pillars that have an organic form that allows the driver to have less-obstructed views), to imagine what could be in Lincoln’s future.
An interesting point that Curic makes about developing the vehicle, which is certainly applicable to other things, not just vehicles, is that they worked to subtract things, to create something more essential in the context of revealing the essence of luxury rather than obscuring it with what are superfluous features.
You can learn about this and other aspects of the Lincoln Star Concept from Kemal Curic by going here.