Lincoln officially opens up new design studio in Dearborn, Michigan

Lincoln announced that it has finally held the formal opening of its new design studio in Dearborn Michigan. The first vehicles created at the Lincoln Design Studio is the 2013 MKZ sedan, which goes on sale later this year.

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Check out more news on the Lincoln MKZ.

The facility is located on the campus of Ford Motor Company’s Product Development Center, with a team that is dedicated to the Lincoln Product Development organization, creating four all-new Lincoln vehicles by 2015 to ensure the reinvented brand has a presence in the luxury market. That’s a pretty big task.

“We have spent considerable time to develop strong integrated design, engineering and product programs into a common Product Development vision for Lincoln,” said Raj Nair, group vice president, Global Product Development, speaking at the opening program. “Lincoln’s advantage is we can build on the company’s tremendous global product development resources and ensure we continually innovate to develop the best technology and apply it to support the unique Lincoln difference.”

Ford says that creating a facility dedicated to Lincoln is an essential step in the reinvention of the brand.

“During the great recession, the U.S. luxury market had changed. Now, there is opportunity for a fresh, new alternative in the premium market,” said Jim Farley, group vice president, Global Marketing, Sales and Service. “Lincoln’s renaissance is built on our new product lineup and is a personalized experience with designs that deliver on our promise of a personalized motor car: beautiful, elegant, and most of all, surprising.”

– By: Omar Rana