“Lincoln, by its nature, is always going to
be an American luxury brand,” says Max
Wolff, its director of Design. Wolff, by the
way, comes from Australia.
Max Wolff, Lincoln director of Design.
“To grow the brand, you have to change
the perception of the brand. And one of
the fastest ways to do that is through
the aesthetic of the brand, the design of
The Lincoln MKZ Concept.
More than a change from
the vertical grille bars to
the horizontal: an indication
of where the brand is
headed in terms of a fresh,