Lincoln is not the only brand to make use of designer labels to make certain models seem more special or tasteful or sale-able. But it’s still surprising (maybe a little disappointing) that they decided to be very unimaginative when they announced their new “designer” trim level of the new-for-2013 MKZ sedan.
A little while back, Lincoln relaunched itself by adding the words "Motor Company" to its name, sending people out for test drives that include a free dinner, and getting Jimmy Fallon to make a Twitter-sourced Super Bowl ad that was guaranteed to make the brand about 34 percent hipper.
Lincoln, wait, whoops, The Lincoln Motor Company (excuse me!), has a lot riding on the 2013 MKZ. It's the first car in a product onslaught that will either make Lincoln succeed or go down in flames.
Ford's been on an amazing streak building great cars that manage to sell to the masses. It's been a single brand turnaround that deserves all the praise we've been giving it. Ford's "premium" Lincoln brand is entirely made up of rebadged Fords that are slightly nicer and unreasonably more expensive. It's been a…