You are on page 1of 10

LINCOLN DNA

1923 Advertisement

Beauty That Lives


For the perceptible things so pleasing to a Lincoln
observer rest their appeal on three fundamentals.

These are good taste, purity in design and


refinement and a quality that knows neither sparing
or compromise.

Are not these things the rudiments of that enduring


beauty from which the years cannot detract?

The Lincoln Brand DNA themes


of good taste, purity in design and
superb quality have been a part of the
brand since its inception, as evidenced
by this advertisement from 1923,
just after Henry Ford bought Lincoln
from Henry Leland.

Some 86 years later, these words still ring


true as an ambition for the Lincoln brand.
LINCOLN DESIGN VISION
The 1966 Continental What were the best Lincolns?
continues the design
themes seen on
From a Design Perspective...
earlier Lincolns with
a strong beltline and
the emergence of a
repeater line below
the beltline.

On the 1970 Continental


the repeater line evolved
into a bodyside chamfer
while retaining the strong
C-pillar and beltline
designs of earlier Lincolns.

The 1984 Lincoln Mark VII continues the strong


C-pillar and clean bodyside design traditions
of earlier Lincolns along with a subtle bodyside
chamfer.
LINCOLN DESIGN VISION
From a Design Perspective...
What were the best Lincolns?

Two design elements that stand out on the 1941 Lincoln Cabriolet
are its clean bodyside sections and the split grille that recalls the
“bow-wave” of a boat gliding through water.

The 1956 Continental


Mark II design includes a
strong C-pillar and a beltline
with a repeater line below
and a kickup at the C-pillar.

The 1961 Continental


design demonstrates a
clean bodyside section,
a dominant beltline with
a subtle kickup at the
prominent C-pillar.
FUTURE LINCOLN DESIGN DNA

Now let’s look at how we develop our Design DNA:


Consider a language of seven Lincoln cues;
each Lincoln design should include three to four of them.

Lincoln Design Cues


• Powerful and dynamic beltline

• Clean side surface below the beltline

• Chamfer/surface breakline feature

• Distinctive Lincoln grille opening

• Thin, horizontal taillamps that run


from one side to the other

• Cantilevered roof reflecting


Lincoln C-pillar DNA

• Powerful cantrail
LINCOLN DESIGN DNA THEMES

Powerful and Dynamic Beltlines


and Clean, Uninterrupted Surfaces
Future Lincoln vehicles will be defined by
powerful and dynamic beltlines with clean,
uninterrupted surfaces. A defining line will
run from the front to the back of the vehicle,
allowing it the purity that defines the Lincoln
brand DNA.

Chamfer/Surface
Breakline Feature
The 1966 and 1970 Lincoln Continental
demonstrate the defining Lincoln Brand DNA
characteristic of the chamfered surface, or
breakline, feature. This feature makes future
models just as identifiable as they were in
the 1970s.
LINCOLN DESIGN DNA THEMES

Cantilevered Roof, Lincoln C-pillar,


Powerful Cantrail
The smooth transition from the C-pillar into
the cantilevered roof, as well as a powerful
cantrail, helped define Lincoln in the past
and continues to define it in the future.
Each of these elements allows the brand to
maintain the strength of Lincoln’s traditionally
dominant features.

Thin, Horizontal Taillamps


The thin, horizontal taillamps that run from one side to
the other are a defining feature of the most recognizable
Lincolns. The lamps stretch from side to side, leaving just
enough room for the Lincoln star.
LINCOLN DESIGN DNA THEMES

Distinctive Grille Inserts


Lincoln’s distinctive bow-wave grille explains the personality
of the car to which it belongs – whether it is sporty or
elegant – through the use of a variety of grille inserts.

Distinctive Grille Opening


The badge of the Lincoln Brand, the bow-wave grille, defines
the face of Lincoln vehicles and no longer has to fight for a
place to stand proud. Designers have taken the essence of
the 1941 Lincoln grille one step further with a double-wing
design, and the Lincoln star adds the final touch.
LINCOLN DESIGN DNA THEMES

What will all Lincolns have?


Front: Distinctive Lincoln grille opening

Side: Powerful and dynamic beltline with a clean side surface below the beltline

Rear: Thin, horizontal taillamps that run from one side to the other

Lincolns also will include one or more


of the following depending on the product:
Front: Chamfer/surface breakline feature

Side: Powerful cantrail

Rear: Cantilevered roof reflecting Lincoln C-pillar DNA


LINCOLN MKR CONCEPT
The Lincoln MKR combines all of the seven design elements
to demonstrate the ultimate modern Lincoln look.
• Distinctive grille opening
• Powerful and dynamic beltline with a clean side surface
below the beltline
• Thin horizontal taillamps that run from one side to the other
• Chamfer/surface breakline feature
• Powerful cantrail
• Cantilevered roof

The Lincoln MKR delivers on a promise of guilt-free luxury by


incorporating elements like re-engineered oak on the instrument
panel, chromium-free leather seats and renewable mohair carpeting.
With a 3.5-liter V-6 engine, featuring direct injection and twin
turbochargers “Twin Forces,” the Lincoln MKR is environmentally
friendly while providing a powerful ride. The MKR offers the
performance of a 415-horsepower gasoline-powered V-8 with the
fuel economy of a V-6. Plus, it can run on E-85 ethanol.

You might also like