Ford Plans Fiery Makeover of Lincoln Brand
Sales of Ford Motor Company’s luxury Lincoln brand have declined 63 percent since sales peaked in 1990. The Lincoln Town Car, the brand’s flagship sedan and a staple of airport and business transportation for many years, has been crowded out by competition from Lexus, Audi, Mercedes-Benz, BMW and other luxury automakers. Tired of losing sales and market share, Lincoln’s brand managers are about to unveil a new marketing campaign that involves a most unusual angle – setting a Lincoln Town Car on fire. The new campaign is slated to begin in late December with a television commercial that opens with a Town Car being engulfed in flames and the new MKZ sedan emerging from the flames.
You don’t have to be a film director to see the symbolism at work here. Lincoln’s marketing department is looking to distance the sleek new MKZ and MKX models from the past, and they are doing so in unmistakable fashion. An earlier version of the ad involving a voiceover by Leonardo DiCaprio with him at the wheel of a MKZ was greeted enthusiastically by Ford staffers but flatly rejected by Lincoln chief Jim Farley.
“It’s not going to break through,” Farley said. “Find me something that’s going to break through. The tricky part is getting noticed. You don’t have much time because you haven’t earned the right to be in people’s minds.”
Sales demographics indicated that over one in three Lincoln owners is 65 years of age or older. Farley and his staff are clearly going after younger buyers in the highly desirable 40- to 60-year-old age group. Lincoln also plans to air their first Super Bowl ad next year, as well as other ads including an actor posing as Abraham Lincoln, footage of Dean Martin and Clark Gable leaning against the fenders of an MKZ and other commercials to increase brand awareness and attract new buyers.
From our perspective, this is great news. While we love the Lincoln Town Cars in our fleet of luxury vehicles, particularly for our San Francisco airport transportation and business clients, we are excited to see what Lincoln’s designers and brand managers have up their sleeves for the new models. Like all of our other luxury vehicles, our Lincolns are immaculately clean, roomy, comfortable and very affordable. So, the next time you need clean, comfortable San Francisco airport transportation, business transportation or any of our Bay Area limousine rentals, just give us a call at NLS Limo at 800-339-8936.