Irrelevant American Luxury Car Brand Tweaks Name; Rebrands Itself; Gains Relevance?

By Jason Davis | December 03, 2012
Irrelevant American luxury car brand, Lincoln, is now The Lincoln Motor Company. That's not just now, but again. You see, when Edsel Ford first bought the luxury brand in 1922--when it built elegant and culturally distinctive motorcars for the Jay Gatsby's of the pre-Depression era America--it built some of the most understated but iconic automobiles of the 20th Century. And it did so from that point forward for more than four decades. That's a pretty good run, and it's almost good enough for us to forget the most recent four decades. In case you missed it, though, the Lincoln Motor Company has a new car. The MKZ is a premium midsize sedan that shares its suspension, engines and much of its mechanical bits with Ford's new Fusion, and it's pretty neat looking. Mostly because it finally doesn't look like a Fusion. Anyway, the 2013 MKZ begins the official and ongoing and much-needed rebranding for the long-suffering and nearly abandoned automaker. A complete rebranding means two things: A fancy press release, and YouTube videos, which we are delighted to share. And we don't mean that sardonically. The video posted below is very appealing in an eye candy manner, and it's chock full of promises we hope The Lincoln Motor Company can keep, namely that it can be unique (from Ford), artful, and interesting and elegant. Again. And segue to quote from company brass.
“Befitting this new chapter in the life of Lincoln we are making a complete new start in every aspect of consumer communication to emotionally welcome our new target customer into our brand,” said Matt VanDyke, Director of Global Lincoln Brand. “It’s not often this opportunity comes around so we intend to make the most of it and have our work in every medium be as fresh, surprising and distinctive as the new Lincoln vehicles and customer experiences will be.” The Lincoln Motor Company wants us to remember where it started:

And then take us somewhere completely new. Source: The Lincoln Motor Company


Oldsmobile attempted to reinvent or save itself 15 years ago when it introduced the 1998 Intrgue that replaced the Cutlass nameplate that at one time was the number one selling model in the country. The car itself was well designed, drove and handled well and was a better car than any of it's compation from G.M or Ford. So what went wrong and why did Oldsmobile fail? The brand was already in a serious identy crisis and it's main compeditors were other General Motors Divisions that only hastened the end. Lincoln as was the case with Oldsmobile back then needs to appeal to a younger car buyer and they will accomplish that by putting out a product people will want to be seen in, not 25 years ago designed Town Cars.