Lincoln By Design Chapter II Lincoln

The very definition of what it means to be a car is changing. The concept of Grand Touring goes back a century. It's not travel to get from point A to point B as fast as you can. It's exploring. For us at Lincoln, Grand Touring is the ultimate plug-in hybrid. It is our path to electrification. Grand Touring products are fast. Smooth acceleration. That extra effortless push. You feel like you're gliding. We have to consider the environment. It's a new electrified world. When you experience those sounds, the other sounds become just alarms. Automotive alerts have typically been so electronic. It could be a buzzer. It could be a ding. Noise can really impact the overall feeling one gets. It can bring something that was mechanical to life in a human way. Our brand has presence. And what type of music goes along with that presence? An orchestra. We partnered with the Detroit Symphony Orchestra. There's something about made in Detroit steel. It's home for us. Violins. Percussion instruments. It's all the little details put together that create the sense of well-being. Having a Whisper Quiet Cabin is an obsession. How quiet is what distinguishes the Lincoln brand from others. We attack every noise at the individual part level. The mirrors were designed to make sure that they had the least amount of wind noise. Laminated glass. Suspension tuning. Underbody shields to make sure that we don't transmit noise from the road surface into the cabin. Active noise cancellation. The world's filled with a lot of chaos. But when you experience our interiors, all those things are removed. We're obsessing about line. We're obsessing about shape. Everything feels visually quiet. Being able to find calm and peace. That's what everybody's looking for. The perfect icon is a star. A star is a guiding light. The stars have been telling explorers where to go for centuries. The Lincoln Star is the four points of the compass contained within a shape. Lincoln needed a symbol for the Continental Mark II. So very quickly overnight, Bob Thomas sketched out the star. And it was approved by the board of directors the next day. How often does that happen? It doesn't happen. It became a symbol for all of Lincoln. The most prominent star is on our grill. It also has a galaxy of stars behind it. All the forms, all the color, all the finishes start from that logo.