While in Detroit all car aficionados only have eyes for the Woodward Dream Cruise that has taken over the town this week, Ford’s Lincoln premium brand has set its eyes on a larger fish.
While the muscle-car mania has taken over Detroit thanks to the Woodward Dream Cruise, champagne and caviar seemed to better befit the image of the Lincoln brand, which has been trying to rekindle its relationship with the affluent American consumers. While the Dream Cruise is an ode to performance cars and the best chance brands have to exhibit their latest crop of modern muscle cars, Lincoln has decided a different approach is for the best. Dodge has been the host of amateur drag races, Chevrolet is showing off its new generation 2016 Camaro and the Ford brand has exhibited its range of performance models on the “Mustang Alley”. But Lincoln has chosen to become the exclusive automotive sponsor of the Fash Bash 2015, the traditional annual fundraiser for the Detroit Institute of Arts. The evening with champagne and caviar included an outdoor cocktail party at the DIA, the Neiman Marcus Art of Fashion show and the Lincoln Black Label Afterglow party.
Last year one of the three German luxury automakers – Audi – was the sponsor of the after party. The Fash Bash was introduced back in 1970 by the Junior Council, a young professional’s auxiliary of the DIA. Lincoln used the event to highlight its flagship Black Label series of models, with the 2016 Lincoln MKX Black Label crossover being the “muse” for the After Glow portion of the evening.