Farley: Lincoln to explore Mini-style customization - Automotive News
January 15, 2013
DETROIT -- The interior of the Lincoln MKC Concept features the Lincoln logo, known as a star lattice, embossed into the leather upholstery.
Jim Farley, global executive vice president of Lincoln marketing, sales and service, won't say whether the embossed logos will be offered on the production model. But he says Lincoln wants to give customers the chance to custom-order their Lincolns with an infinite variety of such special touches.
"Mass customization," Farley called it during an interview at the Detroit auto show...
..."It will be expensive, but we've seen customers are willing to pay a special premium for customized vehicles," Farley said. "It raises a lot of questions about distribution and ordering," issues that he said Lincoln will study carefully in the next couple of years.
"It's the modern equivalent of having your initials engraved on the driver's side door," he said. "We have a chance to explore it because our scale is smaller."
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