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Posted by Robert
Rap News Network
9/21/2003 1:37:35 AM

Tags and topics realted to this article include P. Diddy.

Sean "P. Diddy" Combs has conquered the worlds of music, film, TV and fashion. What's next? The car industry, of course.

Combs has aligned with Lincoln to release the limited-edition Sean John Navigator.

Josh Taekman orchestrated the deal through Buzztone, a lifestyle marketing company. Taekman is a former executive at Combs' Bad Boy Records and president of Buzztone.

"We saw there was a void in the marketplace for a high-end luxury, custom-edition vehicle that reflected style, class and luxury," Taekman says.

"Sean John was the obvious brand that embodied those traits and had the credibility and innovation to extend itself into the automotive segment. I called Puffy and told him I had a big idea. We met at his house and walked through the idea and how it would work. He said, 'I love the idea, make it happen.' "

The sport utility vehicle will include 22-inch wheels designed by Boyd Coddington, black chrome paint treatment, satellite radio, a backup camera, three DVD players, six TV screens, a Sony PlayStation 2, heated and vibrating front seats, a designer clock and, of course, tinted windows.

"Puffy was very hands-on in the process," Taekman says. "We worked with the best in breed in design and engineering -- Roush Industries, not only the largest race team in the world but a Tier 1 supplier for engineering and design to Ford and GM.

"We worked with world-class wheel designer Boyd Coddington Jr. Puffy was very involved in the whole process and, because he is such a perfectionist and has a distinct vision, we went through 20 different wheel designs and five or six leather seat designs and packages. He got very involved with all of the granular details, from the materials the logos were made of to the quality of the sound. It was a true collaboration throughout the whole process. The most important element is every vehicle has a three-year/36,000 mile warranty and quality."

Combs first unveiled the SUV at the MTV Movie Awards and then again at the BET Awards.

Valued at $85,000, only 100 of these modified Navigators will be sold through select Lincoln dealerships beginning in October.

"Lincoln had 23 dealerships call them the day a story broke in USA Today demanding to have the car," Taekman says. "The number of calls from consumers, friends, artists, athletes, entertainers, businessmen and families has been overwhelming.

"That type of reaction just doesn't happen in the automotive industry," Taekman continues. "We are focused on these 100 limited-edition vehicles, but when they are gone, they are gone."

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