Wolff Out, Woodhouse In As Lincoln Design Director

by Cameron Aubernon

April 11th, 2014 2:45 AM

wolff out woodhouse in as lincoln design director

The Lincoln division of Ford has replaced former design director Max Wolff with David Woodhouse, the former head of the Blue Oval’s Premier Automotive Group, as part of the premium division’s $1 billion makeover.

Bloomberg reports Wolff will remain with Lincoln as the brand’s exterior design boss, and that the change occurred in December with little fanfare, as Ford no longer issues press releases for promotions below the vice president level, according to spokesman Stephane Cesareo. Both design chiefs were brought over from General Motors to Ford, with Wolff arriving in 2010 from Cadillac, and Woodhouse from GM’s design studios in 1999.

Wolff’s biggest mark on Lincoln is the current MKZ, which he reworked immediately upon arrival in 2010. Though the premium sedan — based upon the Ford Fusion — faced production problems that saw the overall brand’s sales fall to a low not seen in over 30 years, the MKZ’s success boosted Q1 2014 sales to 36 percent.

Aside from his styling work with PAG, Woodhouse was in charge of Ford’s advanced design studio in California between 2004 and 2009, and guided Lincoln’s strategy between July through December of 2013 before becoming the brand’s new director of design.

#DavidWoodhouse #Design #Ford #JobPromotions #Lincoln #MaxWolff

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11 of 52 comments

FreedMike on Apr 11, 2014

Pacey lives!

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- BklynPete on Apr 11, 2014
  
  Yes, Dawson & he rescued Joey from Tom Cruise and the evil Scientologists.
  
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Agent534 on Apr 11, 2014

I'm going to drop this theory here: Lincoln made a mistake by dropping the Blackwood. Seems like they had this positioned to be their Town Car replacement, as it was only rwd and the bed worked more like a trunk. The important piece being it would be a truck in CAFE. It was knocked for not having 4wd when the Cadillac did, but I don't think they were built for the same targets. If they kept it, and tailored it more to Town Car buyers with each refresh, instead of dropping it and offering a dressed up truck Mark LT, and they would have a traditional Town Car replacement instead of the MKT they want to steer Town Car buyers to now.

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- Bball40dtw on Apr 11, 2014
  
  The Town Car replacements are the MKT and Navigator. I see black Expeditions as Town Car replacements as well. They all work better for a black car than the Blackwood/Mark LT would. Those who buy trucks have proven to pay more and pay more often for a Ford than a Lincoln. Cadilliac also discontinued the Escalade EXT. Luxo trucks need to be truck brands.
  
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- Agent534 on Apr 11, 2014
  
  @bball40dtw I'm arguing that Blackwood wasn't meant to be a luxo-truck, but a shot at a Town Car replacement. It obviously was body on frame, and rwd like the TC. The first(only)gen shows the truck foundation, but they could have hid that better in the next gen. As a black car for limo use, the MKT and Navigator probably are fine with their extra rear head and cargo room, but for the personal buyer who wants a rwd 4-door, body on frame, v8 luxury car, a refined Blackwood would be that car/truck.
  
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- Panther Platform on Apr 11, 2014
  
  Lincoln made a mistake dropping the Town Car.
  
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- PrincipalDan on Apr 11, 2014
  
  @Panther Platform Well I'd say that Lincoln needs a true flagship. The MKS doesn't cut it. My wife (who is not an enthusiast by any means) recognizes that the Town Car was at least properly stately in its appearance. Lincoln needs a true stately car.
  
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- Panther Platform on Apr 11, 2014
  
  @PrincipalDan For every MKS I see on the road I see at least 10 ten town cars. Lincoln should either throw in the towel or make stately cars that real Lincoln lovers want. Probably their best bet would be a Continental based on the Mustang platform.
  
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- Jrasero23 on May 02, 2014
  
  @PrincipalDan The answer is the MKR. Based on an enlarged Mustang. https://www.youtube.com/watch?v=ZX_K20EsEiI
  
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Dtremit on Apr 11, 2014

I don't know the internal politics behind this, and it may just be a case of a talented designer who's not a talented manager -- but demoting Wolff after only one of his cars has hit the market just reeks of failure to me.

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Raresleeper on Apr 11, 2014

Downward spiral, huh?

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