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Ford Tries to Give Lincoln a New Spin

The veteran make is getting a much-needed image freshening


Ford (NYSE:F) is planning to bring its Lincoln brand back in a big way.

Today, in a new marketing effort, Ford will begin rebranding the firm’s Lincoln make, reports The New York Times. With the new marketing comes a new name, Lincoln Motor Corp., as well as a new advertising plan, using the once-again-popular President Abraham Lincoln. A new website and a Superbowl ad are also in the works.

Part of the updated pitch for the luxury brand will be dedicated concierges for those interested in buying a Lincoln. A concierge can answer questions and arrange personalized test drives for new-car shoppers.

Buyers of the redesigned Lincoln MKS, for example, will receive a gift from the firm. Examples include bottles of wine, overnight stays in the Ritz-Carlton and even custom-made jewelry.

Ford hopes the marketing will revitalize the flagging brand. While very popular in the 1990s, over the last 10 years Lincoln has been perceived as selling dull cars for old men. So far in 2012, the brand ranks eighthin U.S. luxury car sales. With the new marketing, Ford hopes that younger, and more affluent buyers, will see the brand as newly interesting and worth considering.

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