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Lincoln Hires Cadillac Designer to Help Improve Quality

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On: Wed, Dec 8, 2010 at 10:14AM | By: Sherry Christiansen


Lincoln Hires Cadillac Designer to Help Improve Quality

In the minds of many automotive consumers Cadillac is the epitome of luxury automotive design and engineering. The Lincoln brand is Ford Motor Company’s attempt to compete with the General Motors-owned Cadillac. It makes perfect sense for Ford to bring a former Cadillac designer on board to help the company compete with its formidable rival.

This was recently the case when Ford hired Max Wolff to fill the newly created position of design director for Lincoln. Mr. Wolff is a native Australian, who “comes in the wake of Ford’s pledge to deliver seven new or significantly improved vehicles to its sole luxury brand in the next four years."

Wolff had been affiliated with Cadillac as design director for the company for about three years before making the recent transition. He worked in various capacities with GM; at one time he helped design Chevy’s newly available Cruze model. In the words of Derrick Kuzak, Ford’s group vice president of global product development, “Max Wolff brings a fresh perspective that will challenge us internally and take Lincoln to new levels of prestige.”

Wolf first joined General Motors back in 1998, working for GM’s Holden unit in Australia. Wolf also spent time designing GM’s Daewoo vehicles in South Korea. He will now report to Moray Callum, who is Ford’s executive director of design for the Americas.

Ironically, it was in 1998 when Lincoln lost its edge as the best-selling luxury vehicle brand in the United States. This year things are looking up a bit, as Lincoln sales are up 7.4%.

Presently Lincoln has around 1,200 dealerships up and running, but there are plans in place to eliminate about 200 of them, in an effort to streamline sales and to make vehicle distribution more efficient in terms of consumer demand.

For the future, Lincoln will concentrate on producing vehicles that are more fuel-efficient and that include the latest technological advances. Part of re-establishing itself will involve creating vehicles with refined designs and being able to effectively convey new product offerings to the public. Interested parties can be on the lookout for information regarding an improved 2011 Lincoln MKX crossover model. Other available, or soon to be available, products are the MKT crossover, the MKZ mid-sized sedan, and a new more comprehensive version of the Navigator.


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