After selling off it's foreign luxury brands, Ford has had little to offer consumers looking for a luxury car. Their Lincoln brand, popularly used for limousines in the '90's, was once considered the staple of luxury, but has lost its edge to carmakers with sleeker designs and high tech features. Ford hopes to change this by giving their Lincoln line a complete face lift with the help of design mastermind, Max Wolff. Wolff, hired from Cadillac last year, has been given complete control to totally revamp the Lincoln models. A rare opportunity that has taken Lincoln in a completely different direction.

Since 2008, Ford has been focusing on smaller more fuel efficient cars, but in order to meet their profit margins, they need the prestige higher priced luxury models can generate. The company plans to do this by introducing seven new or upgraded Lincoln models over the next four years, starting with the full size MKS sedan and MKT crossover unveiled earlier this year at the Los Angeles auto show, and a new version of its midsize MKZ sedan to be revealed in January. According to Wolff, even bigger changes are yet to come. For many, the changes are long overdue.