Lincoln Courts Luxury Buyers at Detroit’s DIA Fash Bash
Lincoln used its exclusive sponsorship of Detroit’s 2015 Fash Bash to spotlight its Black Label models and target affluent customers beyond the city’s muscle car scene.
As Detroit’s Woodward Dream Cruise drew crowds with muscle cars and performance models in August 2015, Lincoln opted for a different audience, becoming the exclusive automotive sponsor of the Detroit Institute of Arts’ annual Fash Bash fundraiser. The move signalled Lincoln’s renewed push for luxury credentials and its ambition to reconnect with affluent buyers.
Lincoln’s luxury strategy at Fash Bash
While Ford and its Detroit rivals used the Dream Cruise to showcase muscle cars and performance models, Lincoln distanced itself from that image. Instead, the brand aligned with the Fash Bash, a high-profile event known for its fashion show, cocktail party and exclusive crowd. The 2015 edition included the Neiman Marcus Art of Fashion show and the Lincoln Black Label Afterglow party, where champagne and caviar replaced petrol and rubber.
Lincoln used the event to highlight its Black Label range, focusing on the 2016 Lincoln MKX Black Label crossover as the centrepiece. The Black Label line, positioned as Lincoln’s most exclusive trim, offers bespoke materials and curated themes aimed at attracting luxury buyers who might otherwise look to German or Japanese marques. The Fash Bash’s exclusive guest list and association with Detroit’s art scene provided Lincoln with a platform to reinforce its premium ambitions.
Contrast with Detroit’s muscle car focus
The decision to sponsor Fash Bash set Lincoln apart from its Detroit siblings. Dodge hosted drag races, Chevrolet promoted its new-generation Camaro, and Ford featured its performance Mustangs on “Mustang Alley”. Lincoln’s presence at a fashion and arts fundraiser, rather than a car show or street event, was a clear attempt to reposition the brand as a luxury alternative. The previous year, Audi had sponsored the Fash Bash after party, underlining the event’s appeal among premium carmakers competing for the attention of wealthy urban buyers.
Fash Bash, which dates back to 1970, is organised by the Junior Council of the DIA and has become a fixture for Detroit’s cultural elite. Lincoln’s involvement in 2015 was part of a broader effort to revive its standing in the US luxury market, a segment where it faces tough competition from established European and Japanese brands. For more on luxury brand ambitions in the US, see Audi Sets Ambitious Target to Top US Luxury Market.
