Sometimes, the only way to move forward is to return to one’s roots. Nowhere is this truism more appropriate than with Lincoln.
In looking towards the future, the iconic luxury vehicle manufacturer has reached back into its past to regain its perspective and former automotive glory. The first step in this process is its new name…which, as The Who might say, is the same as the old name: the Lincoln Motor Company.
That was its name when Henry Leland — the man also behind the birth of the Cadillac brand — sold it to Ford in 1922. The then-seven-year-old company was an ideal acquisition, satisfying Ford’s strong desire at the time for a luxury brand. That moniker was used less and less during the 1990s, and as the new century’s first few years passed was rarely seen or heard.
In January of 2011, the next critical move in the Lincoln revival was taken by hiring 16-year global automotive design expert Max Wolff as Lincoln’s new Director of Design. As the man handed the daunting challenge of spearheading the brand’s renaissance, it was felt his vision and experience could restore Lincoln Motor Company to its former glory…and then some. By 2015, a total of seven new automobiles will once again carry that proud name. The one Ford is counting on to initially re-energize public interest and sales is the proud first brainchild of Wolff and his team of engineers and designers.
The Completely Reimagined 2013 Lincoln MKZ
Lou Evans, General Sales Manager at Hassett Ford of Wantagh, likes the name Lincoln Motor Company…and loves everything about the 2013 MKZ. “It’s a solid, classic name that was the standard of luxury driving for nearly a century, and will be again,” he states. “The 2013 MKZ has a beautiful new design that’s smooth yet striking, and evokes timeless elegance. I also like that the MKZ is available in traditional and hybrid models at the same price. What they’ve done, and are planning to do with this model clearly demonstrates Ford’s long-term commitment to re-establishing Lincoln as America’s premiere luxury car.”
Once consumers are able to see past the 2013 MKZ’s stunning design transformation, they’ll be greeted by several highly-appealing new features including a push-button transmission in place of a shifter, and the optional panoramic glass roof. While now sleeker and more tapered, the split-wing grille — a tribute to Lincoln’s 1938 Zephyr, and one of the features most associated with the Lincoln name — proudly remains.
Ford is making additional history by preparing to launch Lincoln’s very first Super Bowl commercial at the 2013 event. While complete details have yet to be disclosed, it will feature actual consumer “tweets” made into mini-scripts by comedian Jimmy Fallon. Piling on the celebrity bandwagon, Ford has also hired the NFL’s all-time rusher Emmitt Smith to carry the ball as Lincoln’s new pitchman.
“Ford really has put together an impressive line-up behind this effort,” Evans continues, “from the quality of its vehicles to the caliber of its spokesperson. Once today’s progressive luxury drivers experience ‘Lincoln Reborn’, I believe there will be a lot of ‘touchdown-like’ celebrations in Lincoln showrooms from coast-to-coast.”
To learn more about the new Lincoln Motor Company and its exciting new model line, as well as to stay up-to-date on the arrival of the new 2013 Lincoln MKZ at Hassett, check the Hassett website and this blog space regularly.