Ford announced this week that their Lincoln brand has been renamed Lincoln Motors and that the company will be releasing a new MKZ midsize sedan in an attempt to "reinvent the premium automotive marketplace." The announcement was made at a press conference held in New York City's Lincoln Center Plaza.
Click here to read more about the event in a press release issued by Ford.
"Today we are announcing a new beginning for a brand that has been part of our company and the American fabric for more than 90 years," said Ford Motor Company CEO Alan Mulally in the press release. "The new Lincoln brand will be defined by great new luxury vehicles, such as the new MKZ, that feature quality, unique style with substance and innovative technology. These elements, coupled with a new level of warm, personal and surprising experiences, will enable Lincoln to appeal to today's new luxury customer."
New Name, Same Mission
The idea to create the new Lincoln Motor Company started years ago when Ford decided it wanted to establish a unique brand of luxury vehicles under a company that stands on its own. Lincoln Motors effectively represents Ford's plan to build with the future in mind and will focus mainly on producing vehicles that combine technical "innovation" with a unique and classic exterior design.
The new MKZ model is only the first of four planned vehicles that will be introduced within the next five years under Lincoln Motors. The design of the vehicle has been created for "progressive luxury costumers" which is reportedly responsible for over 25 percent of luxury sales in the U.S. today according to the Ford press release.
"The time is now for Lincoln," said Jim Farley, executive vice president of Global Marketing, Sales and Service and Lincoln in the media release. "The 'Great Recession' changed people and their view of luxury. Today, luxury consumers make decisions based on what appeals most to their passions and not what they believe will impress others. We know we need to continually surprise and delight these new clients."
Super Bowl Dreams
The company also announced they will be running an advertisement campaign during the 2013 Super Bowl. The campaign will be the first ever showcased during the Super Bowl and will be created by Lat Night host Jimmy Fallon.
The commercial will be written entirely by social media, allowing fans to provide their "best 140 character thoughts" to a script according to Ford. Fallon will choose the best answers which will then be placed in the ad that will run at least once during the game.
Lincoln has also reached an agreement with Super Bowl champion Emmitt Smith to be the brand's ambassador at the actual game which will be held in New Orleans this February.
"It's an honor to join Lincoln Motor Company on its comeback journey and I'm excited that the MKZ will star in Lincoln's first-ever Super Bowl commercial," said Smith in the press release. "Enlisting the help of consumers to develop the spot is extremely clever. Throughout my career, I've been driven by the support of the fans and now they'll have the chance to do the same for Lincoln."
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