Lincoln unveils 'ultra-premium' Black Label line

• Lincoln is introducing a Black Label line
• It means using ultra premium wood and leather in its vehicles
• It takes Lincoln after BMW and Mercedes-Benz%2C among others

PEBBLE BEACH, Calif. -- In a move toward greater personalization, Lincoln is going after Mercedes-Benz and BMW with a special, ultra-premium edition it calls Black Label.

It plans to put finer woods and leathers and other premium materials into Black Label vehicles in its lineup. Here at Pebble Beach, as part of the big annual concours showcasing the cars of the ultra-rich, Lincoln is showing it off in its MKZ sedan among others.

"The new Lincoln Motor Company is built on three foundational elements – design, quality and personal service. Black Label represents our highest expression of these elements," says Jim Farley, executive vice president of global marketing, in a statement.

At the event on the lawn here as the fog rolled in, Farley said he didn't yet know how much extra the Black Label exclusivity would add to the price, but that it will be in the thousands.

Black Label will be built around themes, whether it's food, fashion or architecture. Lincoln describes them like this:

•Center Stage. Inspired by fashion and theater, is designed for the most expressive clients. The Jet Black interior is highlighted by a Foxfire Red headliner, which "captures the drama of a dark theater." Alcantara suede with uniquely designed perforation adds plush texture to the doors and seats.

•Indulgence. It tries to emulate premium chocolate with ganache- and Truffle-colored Venetian leather. Ziricote wood trim features a natural grain, wood often used in high-end yachts.

•Modern Heritage. The look tries to offer a fresh take on the classic black-and-white interior with subtle red accents.

"Each of the theme-based offerings from Black Label is designed with a specific customer profile in mind," said Susan Lampinen, group chief designer for colors and materials. "Lincoln Black Label will offer a variety of choices as well as a narrative that speaks to luxury clients – we want them to feel a personal connection with the theme and see themselves in the car."