Lincoln started 2015 with sales up 16 percent, which is double the pace of the luxury industry. The ads have received mixed reviews. But they're only part of a story. There's an underlying ambition going on here. And it was evident at the Seattle Auto Show this weekend.
Among batches of cars from Porsche, Ferrari, Lexus and more, guess who had the most stand-out 'booth'? I thought Lincoln did. They had created this sort of posh living room with one of their models spinning in the middle. The music was something you might hear in the lobby of a cool midtown hotel.
Grand ambition requires a brand to win everywhere.