Lincoln surprised the media at the 2009 Detroit auto show with a concept car, the C, an ultramodern, small four-door that's based on the platform of the next-generation Ford Focus.
The C is an unabashed attempt by Lincoln to broaden its appeal beyond its traditional, aging buyer demographic. "It's inevitable that a younger generation of buyers will want something different from a luxury brand," says Ford's global design chief, J Mays, in regards to the C. "A small Lincoln like this will appeal to 30-something urban dwellers, people who live in lofts in city centers like Chicago and New York. Yet the C is consistent with what we've been doing since 2005 with the Lincoln brand. Just look at our design DNA, and look at our consistency. You can put the C alongside our current cars, and it fits in with them, without them being just different lengths of the same sausage."
The C is an unabashed attempt by Lincoln to broaden its appeal beyond its traditional, aging buyer demographic. "It's inevitable that a younger generation of buyers will want something different from a luxury brand," says Ford's global design chief, J Mays, in regards to the C. "A small Lincoln like this will appeal to 30-something urban dwellers, people who live in lofts in city centers like Chicago and New York. Yet the C is consistent with what we've been doing since 2005 with the Lincoln brand. Just look at our design DNA, and look at our consistency. You can put the C alongside our current cars, and it fits in with them, without them being just different lengths of the same sausage."
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