At last Thursday’s final press day for the 2012 Los Angeles Auto Show, Lincoln surprised attendees by filling its booth with classic models from decades past. Each was an iconic design, including the 1940 Lincoln Continental Cabriolet, the first car to wear the Continental nameplate, and once described by Frank Lloyd Wright as “the most beautiful car in the world.”
The message was clear: Lincoln used to be a prestige brand, built for a select few. Its emphasis was on design, followed by luxury, which brought the brand prestige. Over the past four decades, it’s identity has become diluted, so Lincoln is determined to reestablish itself as a new brand, one with a renewed focus on design. Learning from the mistakes of its past, it’s new goal is simple: don’t try to be all things to all people, but rather everything to a certain few.
To survive and prosper, Lincoln needs to attract new customers, likely those unimpressed with German or Japanese luxury brands. Style may go a long way towards getting customers into showrooms, but at the end of the day Lincoln’s cars are not significantly different under the skin than those from sibling Ford. Will style be enough to move the brand forward? The world will know soon enough.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
