90-year-old brand poised to reinvent and capture premium automotive market
New creative strategy features brand's first-ever Super Bowl ad
The Lincoln brand of the Ford Motor Company (NYSE: F) today announced its intent to once again be a major competitor in the premium automotive marketplace. The company, introduced as The Lincoln Motor Company, unveiled its all-new MKZ midsize luxury sedan and a strategic plan to reinvent the premium automotive marketplace during a dazzling event at New York City's iconic Lincoln Center Plaza. "Today we are announcing a new beginning for a brand that has been part of our company and the American fabric more than 90 years," said Ford Motor Company CEO Alan Mulally. "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." The Origins of the New Lincoln Motor CompanyMulally said the seeds of this announcement were planted several years ago when the company divested itself of other luxury brands and made the decision to continue to develop the Ford and Lincoln brands. Since then, a major rejuvenation of Ford occurred and now the time is right for Lincoln to stand on its own and move in the same direction. The Lincoln Motor Company signifies the new future being built on the foundation that originally made Lincoln an inspiration for premium brands and a source of growth and value to its corporate parent. With its focus on attracting a new market of individual-minded luxury consumers, Lincoln will deliver a range of vehicles that combine stunning elegant design with technical innovation. A New and Powerful Consumer for the New MKZ"The time is now for Lincoln," said Jim Farley, executive vice president of Global Marketing, Sales and Service and Lincoln. "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." The all-new MKZ will be the first of four new Lincoln vehicles in the next four years created to appeal to these new luxury consumers who are emerging as a powerful economic force. Called progressive luxury consumers, they are responsible for nearly 25 percent of all luxury vehicle sales in America. They are affluent individuals who no longer purchase to maintain an image for others, but instead seek fresh new alternatives that appeal to them because they found a truly unique choice. The quality and design of the product is paramount, but so, too, is the opportunity for discovery and the reward of great service and continual surprising experiences throughout the entire ownership cycle. To this end, Farley said the company is introducing two innovative new experiences.