CALGARY – Can the lines of an automobile be considered art?
Lincoln certainly believes so.
Recently, the luxury automaker unveiled its new-for-2015 MKC at the DaDe Art & Design Lab in Calgary.
Lincoln and its local dealers including Universal Ford Lincoln, Okotoks Ford Lincoln and Woodridge Ford Lincoln set the small premium luxury utility vehicle on the gallery floor for its Calgary debut.
Four local artists were invited to design pieces inspired by the MKC, and all were on display alongside the new Lincoln.
Painter Dean Stanton worked on a canvas during the event. Meanwhile, three other artists created objects prior to the evening, and these included dress designer Malika Rajani, jewelry designer Ellinot Stenroos and sculptor Kirk Dunkley.
The car and the artists weren’t the only stars at DaDe. Country crooner Paul Brandt also made an appearance.
“The gallery setting was the perfect place to showcase the MKC,” says Carole Wilson, Lincoln’s product marketing manager. “We are looking for new, creative ways to reach out to people we believe are our target market.”
And just who is the target market for a new compact luxury sport utility? According to Wilson, it’s a group she refers to as ‘cultural progressives’ — people who are active in the community, open to new ideas, and willing to take risks. They might be single, a couple, or a small family with one or two children.
“The MKC is the perfect blend of form and function for a number of activities,” Wilson says. “It will carry luggage for a holiday, or gear for sport and other recreational pursuits.
“It’s got a sleek, athletic design, and while it’s appealing visually, it’s equally fun to drive.”
Lincoln has equipped the base model MKC with the four-cylinder, turbocharged 2.0-litre EcoBoost engine, and it’s projected to produce 240 horsepower at 5,500 r.p.m. and 270 ft.-lbs. of torque at 3,000 r.p.m.
The MKC can be upgraded with an all-new 2.3L EcoBoost engine, which should make a projected 275 h.p. at 5,500 r.p.m. and 300 ft.-lbs. of torque at 3,000 r.p.m.
In Canada, the MKC comes standard with all-wheel drive and a full-leather interior. This differs from the U.S. market, where the MKC can be had with a front-wheel drive platform and a leatherette interior.
The automaker has sourced a new leather supplier, one that is purportedly eco-friendly in its tanning processes with no chromium used throughout the procedure. According to Wilson, deep, soft leather hides are coming from the Bridge of Weir Leather Co. in Scotland.
Wilson was also pleased to point out what she says are ‘exciting new features’, including Lincoln Experiences, found in the MKC.
“It’s like a warm embrace,” she says of Lincoln Experiences. “From about 8’ away, with the key in your pocket, signature lighting comes on in the headlamps, behind the door handles, and a welcome mat with the Lincoln logo lights up on the ground – the vehicle kind of says hello to you.
“There’s also the Lincoln Drive Control, where a driver can select between sport, comfort and normal drive modes.
“Finally, not only does it have active park assist to help you get into a tight parking spot, but it’s got active park out assist to help you get out of a tight parking spot – that’s a segment first.”
Lincoln seemed to lose its way in the luxury car market in the early 2000s when Ford owned many other luxury automakers. Now divested of those brands, Ford has focused on reinvigorating the Lincoln nameplate.
With a base MSRP of $39,940, the MKC is the second offering of four all-new Lincoln products. Last year, the MKZ sedan hit the road, and there are two more yet to come.
Those four pieces of art created for the evening were sold via silent auction, with funds realized going to PARK (Promoting Artists, Redefining Kulture), a Calgary non-profit network of young artists. The group was established to help developing artists showcase their work — and make a living while following their passion.
Greg Williams is a member of the Automobile Journalists Association of Canada (AJAC). Have an auto related item to share for the column or What’s Next? Contact him at 403-287-1067 or gregwilliams@shaw.ca. Visit his website at gregwilliams.ca
