For the longest time, there wasn’t much difference between Lincoln and Ford in the design game, consumers hardly seeing much difference between an MKZ and a Fusion despite the former’s premium price. Ford global design boss Moray Callum is drawing a line in the sand as far as that is concerned.
In an interview with Automotive News Callum said that as far as design goes, he didn’t think there should be “a visual connection between Lincoln and Ford.” The decision to have a design studio separate from Ford is part of this goal, citing the cross-pollination among competitors Lexus and Infiniti with their respective parent brands, Toyota and Nissan.
Within Lincoln, the differentiation is beginning to take hold. Callum explained that the MKC and MKZ share no common sheet metal, proportion or stance with its cousins, the Ford Escape and Fusion. That said, the differentiation is not something he has to enforce, nor does he feel a need to do so, proclaiming that it’s a decision both brands are consciously making.
As for Ford’s own premium concerns, Callum states that though the Blue Oval isn’t pretending “to be a premium brand,” he didn’t see any harm in bringing a premium feel to the portfolio, adding that “the premium brands don’t have a monopoly on great design.”
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