Ford Motor Company will introduce the new Lincoln MKZ Concept today at the North American International Auto Show in Detroit. Of all the new Ford products at the show, this one might be the most important. The success of the new look could determine whether or not Ford shrinks to a single brand for the first time in almost 90 years.

In 1998, Lincoln became the first first luxury brand to outsell Cadillac since 1950. Since then, the brand has fallen on hard times, becoming little more than poorly marketed, upcontented Fords. From first place in 1998, Lincoln had fallen to eighth by 2005 and has never risen above sixth since then. Touting Ford’s industry-leading infotainment technology didn’t help and neither did the controversial “waterfall” styling. Part of the problem was that Lincoln didn’t even have its own design director: styling resources have been shared with Ford and Mercury. Lincoln was essentially reduced to yet another Ford trim level.

“With the Lincoln MKZ Concept, we are not introducing a new car. We are essentially introducing a new brand,” said Derrick Kuzak, Ford V-P for Global Product Development. “The MKZ Concept is the next step in the reinvention of Lincoln, something we’ve been quietly but aggressively pursuing.”

A big part of that introduction happened last year when Ford hired Australian-born Max Wolff away from Cadillac and made him Lincoln’s new design director. Since that time Lincoln, has been able to create a team of designers, engineers, QA and manufacturing pros and a dedicated marketing and sales group. Also new is a 40,000 square-foot design studio in Dearborn that began construction last year.

“This is the first time Lincoln has had its own studio since the 1970s,” said Wolff. “Having our own space is critical to the continued development of the brand. We are passionate about creating beautiful, even seductive, vehicles – and the MKZ Concept marks just the beginning.”

Lincoln says the MKZ Concept is a taste of things to come. It’s certainly an improvement over the things that are. The MKZ Concept retains the split grille inspired by the 1938 Lincoln Zephyr but transforms it by shrinking it and changing the bars from vertical to horizontal. The overwrought chrome grin becomes stylish wings.

“The MKZ Concept’s shape is a vision of simplicity completed with just a few strokes,” said Max Wolff, Lincoln design director. “Our movement as a brand is toward something we call elegant simplicity. It’s something warmer and more restrained, which is moving away from complex designs and traditional luxury.”

The new strokes change the car’s profile from J Mays’ leftover Audi humpback to sweeping lines that flow from front to back. The full-width tailight treatment uses LED technology.

One element that probably won’t make it to production is the panoramic glass roof that runs from the windshield to the top of the backlight and from side to side between the roof rails.

The interior is a pleasing blend of polar, aluminum and taupe leather that creates a warm ambiance. One thing that is immediately apparent is the lack of a shift lever. The MKZ Concept uses a pushbutton gear selector.

Of course, no Ford product would be complete without an overdose of infotainment technology and the MKZ doesn’t disappoint. However, it does cut down on potential driver distraction with a screen mounted in front of the driver something that should be universal in any car with connectivity.

The MKZ Concept strongly hints at the production model arriving in dealerships later this year, as well as Lincoln’s design future. Ford says it rides on an all-new platform capable of accepting various drivetrains (read: hybrid) and either front- or all-wheel drive configurations.

Wolff and his team may not have turned the ugly duckling into a complete swan yet, but they have produced a much more handsome duck.