Lincoln prepares for Detroit auto show

Ford pressuring Lincoln to be attractive at auto show


DETROIT – Ford's Lincoln brand has a lot riding on the 2012 North American International Auto Show at Cobo Center in Detroit.

Lincoln has been working to prepare its post at the auto show with a dazzling, high-class display to catch visitors' eyes.

"To give them the type of experience, the type of treatment that they would get if they went to high-end retail store or stayed at a very nice hotel," said Lincoln booth manager, Joe O'Connor.

Renowned artist Chuck Hoberman, known for his Hoberman sphere, will have work on display at the Lincoln booth. An 800-part, 300-pound collapsible sky piece will be at the center of the presentation.

"What (Hoberman) really represents is just a very high level of thought and design and engineering. And we think that's a great example of what we're trying to do with Lincoln," O'Connor said.

Ford will provide 50 product specialists at the Lincoln booth to educate visitors on the Lincoln brand. The automaker wants prospective customers to be well-educated when they leave the Lincoln station inside Cobo.

"We really want (visitors) to walk away with a special memory about the show, and specifically about Lincoln," O'Connor said.

Hoberman sphere
Hoberman sphere