Lincoln might be the next player in the automotive premium market. The mother-company, Ford, announced its plans to revamp the Lincoln brand by giving it a new identify as a producer of high-tech, understated luxury cars.

Lincoln brand is trying to shake and change their reputation as “Ford-like” vehicles and the first step is two completely new models being unveiled at the Los Angeles Auto Show in November.

The Lincoln MKS sedan and MKT SUV will be the first two out of seven different models to come to life in the next years.

The MKS will feature a sleeker design, self-tuning suspension system and hands-free controls and entertainment system. To “wow” its customers, the automaker is betting on retractable all-glass roofs, computerized sound-reduction technology and other premium features.

“Lincoln will give [customers] opportunities to tell a story about what is unique in their vehicle,” said Derrick Kuzak, Ford’s head of global product development, in an interview. “You think of BMW as engaging to drive; you can think of Lexus as refined. Bring them together and it is a new experience no customer has ever had.”

Lincoln will be aimed at technology-loving, upscale consumers that Ford believes make up an increasing portion of the luxury-car market, Mr. Kuzak said for Wall Street Journal.

A little more than a decade ago, Lincoln was the top-selling luxury brand in the U.S., but as BMW, Audi and Mercedes-Benz expanded their lines and introduced new technologies, Ford offered Lincoln models built atop the Ford versions with more features.The MKS sedan shares many parts with the Ford Taurus while the Lincoln MKX crossover is nearly identical to the Ford Edge.

Mr. Kuzak says the seven new Lincolns will still share parts with Ford models, but the cars will have unique exterior panels, headlamps and other touches to give them a distinct look.

Will Lincoln succeed in the tough U.S. premium market? We will find out in 2012.

[Source: WSJ ]