You have to understand the interior designs against the backdrop of other environments the target buyers find themselves in. Right now "urban" environments in the US use matte woods to telegraph luxury - think of furniture designers like Roche Bobois, Design Within Reach, or for office goods, Herman Miller. Away from the urban coastal cities in the US, heavily varnished and dark woods (often called "traditional" decor) telegraph high-end interior environments. European offices have a lot of shiny, light wood. Chinese office decor is sort of a mish-mash, with the really high-end enviroments basically taking cues from New York, London, Milan, or Hong Kong depending on what the firm is trying to shoot for.

Lincoln is trying desperately to make their buyer base younger and more urban, without spending money on mechanicals to differentiate the cars. Hence, matte wood. A Mercedes S-Class is as traditional a luxury good as it gets, and it has as international a buyer base as can be. So...shiny dark wood standard, with essentially anything you want as an option.

Fake plastic wood is pretty lame, but definitely helps sell cars to a certain demographic. Which is why it exists.

Advertisement

Share This Story