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Lincoln Rebranded as the Lincoln Motor Company

2013_Lincoln_MKZ_Hybrid
Lincoln has announced the launch of its new advertising campaign: "Introducing the Lincoln Motor Company." Lincoln was originally called the Lincoln Motor Company in 1922, when Edsel Ford signed the agreement purchasing the company from its founder Henry Leland. By reintroducing "The Lincoln Motor Company," the advertising campaign seeks to capture the founding principles of the company.

"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 Introducing the Lincoln Motor Company theme will be carried across print, broadcast, digital media and Lincoln's own online platforms starting Dec. 3. The new campaign features the all-new 2013 MKZ sedan and MKZ Hybrid, the first "transformational" vehicles for the new Lincoln brand.

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