It would appear Ford is getting serious about plans to revive its flagging Lincoln brand. The automaker will give Lincoln its own design studio within the Product Development Center in Dearborn.
While Lincolns will continue to be based on Fords – something most automakers do successfully between their mainstream and luxury brands – new Lincoln Design Director Max Wolff will be charged with giving the luxury versions a unique look.
According to Autoline Daily, Ford will also invest in unique interiors and powertrains, adding that those powertrains will offer big improvements in fuel economy.
The news comes on the heels of Ford’s recent announcement that it will invest $1.2 billion in new Lincoln models, with seven new vehicles planned for the next four years.
What remains to be seen is how much of an impact the new design studio can have on those new vehicles since the designs for at least some of them must already be set because of the auto industry’s long lead times.
But a unique design studio could be the key to resurrecting the luxury brand.