Lincoln Luxury Brand Headquarters Set to Move to Detroit's Michigan Central Station
In a bold strategic move, Ford Motor Company has confirmed that it will relocate its Lincoln luxury brand headquarters to the newly renovated Michigan Central Station in Detroit. This relocation is part of Ford's ongoing efforts to differentiate the Lincoln brand from its mainstream Ford vehicles, signaling a significant shift in the luxury automotive sector.
Strategic Relocation to Enhance Lincoln's Luxury Image
The move is expected to take place in mid-February, with approximately 55 Lincoln Marketing, Sales, and Service employees transferring to the Michigan Central campus. This decision follows Ford's announcement last fall to shutter its longtime world headquarters, the Glass House, on Michigan Avenue in Dearborn, and transition into its new world headquarters, the Hub, located on Oakwood Boulevard and Village Road.
Lincoln Spokesperson Details the Move
Lincoln spokeswoman Kelly Wysocki stated to the Detroit Free Press, "The Lincoln Marketing, Sales and Service teams will be moving to the Ford offices in The Station at Michigan Central — a thriving symbol of innovation and culture. The Lincoln Design and Product Development teams will continue to be based in our Dearborn Campus, including the new world headquarters building."
Wysocki further clarified that about 55 Lincoln employees, including leaders, will complete the move and begin working from the ninth floor of Michigan Central in mid-February. This transition marks a departure from Lincoln's base at the Glass House since 2023, as the brand previously occupied the Regent Court office building, which was later demolished.
Lincoln President Highlights the Importance of the Move
Lincoln President Joaquin Núñez-Whelan emphasized the significance of this relocation, stating that it will "change the way we show up" and help the team to "carve out Lincoln to be a special luxury brand." This move aligns with Lincoln's recent success, as the brand has surpassed the 100,000 sales mark for two consecutive years, with 106,868 units sold in 2025, a 2% increase over the previous year.
Success Driven by Navigator SUV Sales
The all-new Navigator SUV has been a key driver of Lincoln's sales growth, with sales up 42.8% in 2025, marking its best performance since 2007. Núñez-Whelan also noted that Lincoln will see further benefits to its products from working near Ford’s integrated services team, which collaborates with Lincoln on technology such as the Rejuvenate mode in the Nautilus and Navigator models.
Michigan Central Station: A Symbol of Innovation and Culture
Michigan Central Station, an 18-story train station in the Corktown neighborhood, has undergone a nearly $1 billion, six-year renovation by Ford. The building, which had been abandoned since 1988, was reopened in June 2024 and now houses Ford's electric vehicle business unit, philanthropy arm, and integrated services team on the eighth, ninth, and 10th floors. Ford's vision is to accommodate 5,000 workers in the building by the end of 2028, with half being Ford employees.
Consumer Reports Recognizes Lincoln's Excellence
In December, Consumer Reports magazine’s influential 2026 Automotive Brand Report Card ranked Lincoln at No. 7 in its top 10 brands list and No. 4 in its top 10 luxury brands list. Lincoln was the only Detroit-based brand to make the top 10, surpassing General Motors' Cadillac luxury brand, which ranked at No. 17. This recognition underscores Lincoln's growing reputation in the luxury automotive market.
Future Prospects for Lincoln
With this strategic move, Lincoln is poised to further enhance its luxury brand image and continue its upward trajectory in sales and market recognition. The relocation to Michigan Central Station not only symbolizes a new chapter for the brand but also reflects Ford's commitment to innovation and cultural revitalization in Detroit.
As the automotive industry evolves, Lincoln's focus on luxury and technological advancements, such as the Rejuvenate mode, positions it as a formidable player in the luxury segment. The brand's collaboration with Ford's integrated services team and its new headquarters at Michigan Central Station are expected to drive further innovation and growth in the coming years.
