Lincoln Works To Re-Invent Itself

NEW YORK (WWJ) - Ford's Lincoln brand is launching a new campaign to become relevant in the mind of luxury car buyers.

VIDEO: Lincoln TV Campaign

With a new MKZ mid-size car hitting the market, and three other new products coming, the company is now running ads connecting Lincon's past with its future.  The campaign is the largest in Lincoln's history.

INTERVIEW: WWJ AutoBeat Reporter Jeff Gilbert talks with Ford CEO Alan Mulally and Lincoln brand cheif Jim Farley.

"There is a market for main-stream luxury, where you get this fantastic luxury," says Ford CEO Alan Mulally. "With our volume and our technology, we can make it even more affordable. But, its a luxurious vehicle and you get personalized service. I think this is going to be a very big transformation in the industry going forward."

In 1990, Lincoln was the best-selling luxury brand in the U.S. In the first ten months of this year, the brand has sold fewer than 69 thousand vehicles, about a fourth of luxury leader BMW.
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"This is the first of four new Lincolns over the next four years, and building on the ninety years of elegant design inside and out, and technology and innovation."

The ad campaign will also include a Super Bowl commercial. Lincoln will use comedian Jimmy Fallon to "curate" ideas solicited on Twitter.

Lincoln brand chief Jim Farley says they are sending a message.

"We want to signal to consumers that something has changed," he said.

While vehicles like the Town Car and the Continental gave Lincoln an older, stodgy image, Farley says Lincoln's new crop of vehicles is very different. He says their research shows that younger buyers will consider the brand.

"The key point is that if your products are breakthrough, and if they have Lincoln on the back or the side of people, that's very interesting for people."