we think about mercedes, we think about the lexus sedan, and yes, the beamer. is this the shift that you guys need to get out of that 11, 12 segment, maybe get in the top five? >> well clearly, jim, as you look at the lincoln brand, we're one of the smallest if not the smallest. we want to use that to our advantage. the whole ownership experience we want our engineers and our marketing and sales folks, we want them thinking about experiences. how does technology enable that? when you see some of the technology we're introducing in this concept as well as what will come into other lincolns over time, i think you'll see a very differentiated approach and use our size to an advantage. >> all right, well thank you very much, mark fields. the president and ceo of ford motor. good to talk to you, sir. >> all right, thanks, jim. >> we've got about a minute and a half to the opening bell. let's get to a very quick abbreviated mad dash. where are we going to go? >> i think there's a big story in terms of a guy who's been able to look through the abyss of 2015 and come o