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Max Wolff to become Design Director at Lincoln

Thu, 02 Dec 2010

Ford's luxury nameplate, Lincoln, is set to welcome a new design director, the first dedicated design director for the brand. The role will be filled by former GM designer Max Wolff, who will head the design team in the new year. 

Until Wolff's appointment, Peter Horbury and Moray Callum, Ford's Executive Director of Design, The Americas, oversaw Lincoln-Mercury designs – the two brands were paired before Ford decided to kill off Mercury earlier this year. While Gerry McGovern headed Lincoln-Mercury design for a brief period before becoming director of Advanced Design at Land Rover in 2004, Lincoln itself has never had a design director dedicated solely to the brand. 

Wolff brings with him extensive global perspective and luxury design experience; his most recent role was with Cadillac, where he was head of exteriors. The Australian-born designer joined GM's Holden division soon after graduating from Monash University. He later worked at Daewoo in Korea before relocating to Warren, Michigan, working under the direction of Clay Dean, Cadillac's design director. We last caught up with Wolff at the unveiling of the Cadillac XTS Platinum concept, revealed at the 2010 Detroit auto show.

"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 group Design VP. "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."

Wolff's appointment signals Ford's plan to accelerate Lincoln's development with more investment and attention to standout product design. He will report to Moray Callum, helping the Lincoln team expand and enhance its brand lineup, which will include seven all-new or significantly refreshed vehicles in the next four years and its first-ever C-segment vehicle.

"Working with a young, motivated and internationally experienced team with the opportunity of taking a brand to the next level is very exciting, as is the opportunity to work with J Mays and Moray Callum," said Wolff.

By Eric Gallina