Ford has long promised to bless its premium Lincoln division with a truly upscale look and feel — but in order to transform that dream into a reality, it appointed designer Max Wolff as the brand’s official design director.
“Max’s drive, talent, and knowledge of automotive design within the premium segment of the market make him a great addition to the global design team,” said J Mays, Ford’s chief creative officer and vice president of design, in a prepared statement. “He is a recognized design leader and has a successful track record in the development of production and concept vehicles, including the Holden SSX show car.”
A General Motors expatriate, Wolff had previously worked in studios tied to several of the automaker’s global brands (including Holden and Daewoo), but ironically, his last official position was as Cadillac’s director of exterior design. Wolff’s international experience is something Mays considered crucial for his new gig, considering he’ll be charged with crafting luxury cars targeting the best German, English, and Japanese luxury cars on the market.
“Working with a young, motivated, and internationally experienced team with the opportunity of taking the brand to the next level is very exciting, as is the opportunity to work with J Mays and [Ford brand design director] Moray Callum,” Wolff said.
As Lincoln’s design director, Wolff will be responsible for overseeing Lincoln’s upcoming product revolution. Over the next four years, Lincoln plans on introducing seven all-new or seriously refreshed vehicles, one of which will be the brand’s first entry into the compact C-segment market.