Ford Plans Bold Rebrand for Lincoln
December 3, 2012 - 9:23am
In an effort to keep its Lincoln brand competitive in the luxury car market, Ford Motor Company (NYSE: F) has announced it will unveil an aggressive new campaign to bolster flagging sales.
Lincoln was once the top-selling luxury car brand, selling the Town Car sedan and Navigator SUV at high volume in the 1990s. Back then, combined sales for those two models reached over 230,000 vehicles sold per year. That momentum has slowed over time, and Lincoln now ranks at number eight in the luxury car race, behind German companies BMW and Mercedes-Benz, and Toyota's (NYSE: TM) Lexus division. Lincoln has only sold 69,000 vehicles in the past ten months.
James D. Farley Jr., head of global sales and marketing at Ford, has become the head of a rebranding campaign for Lincoln, and plans to do with the company what has already been done with many of Ford's other products. Sleek, fuel-e...
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