Can Black Label Salvage the Lincoln Name?

Lincoln Interior Black Label

Ford (NYSE:F) has taken an opportunity at Pebble Beach to preview a new trim line for the Lincoln brand, the latest move in its attempt to overhaul and reinvigorate the luxury nameplate. Dubbed the Lincoln Black Label, the program mimics the efforts made previously such as BMW’s Individual and Range Rover’s Autobiography, among others.

Essentially, the Black Label line will allow “Lincoln and Black Label dealers to collaborate to create a consistent, personal and integrated client shopping and ownership experience,” according to the company. “The entire process will provide respect for the luxury of time with a complete suite of elevated customer services to be unveiled at the time of Black Label market introduction,” the statement reads.

The Black Label program is a collection of ultra-premium exterior and interior themes that are then combined with “an even higher level of personal services and experiences that mark the next step in the brand’s reinvention.” While the newly redesigned MKZ will be the first Lincoln to undergo the Black Label treatment, it will eventually be applied to all vehicles under the brand. The program will become available in late 2014, according to company estimates.