Southfield, Mich. (WXYZ) - The Lincoln Motor Company was reintroduced Monday in New York with the unveiling of the all-new MKZ luxury midsize sedan at Lincoln Center.
It's a return to automobile's heritage. Lincoln was originally called the Lincoln Motor Company when Edsel Ford purchased the company from its founder, Henry Leland in 1922.
An advertising campaign in print, broadcast and digital media will support the brand.
Ford Motor Company CEO and President Alan Mulally and Jim Farley, global head of Lincoln Motor Company, were joined by former Dallas Cowboys' running back Emmitt Smith in New York. Smith will serve as a brand ambassador for Lincoln. It was also announced that Lincoln will advertise in the Super Bowl XLVII telecast from New Orleans on Feb. 3, 2013.
The company views the MKZ sedan and MKZ Hybrid as transformational vehicles for Lincoln. Three additional, all-new vehicles will be introduced in the next three years.
It will take patience for Lincoln to make a major impact in the luxury market according to Jim Hall of 2953 Analytics. "Ford can make this work," said Hall, "but it necessitates a degree of commitment that we have not seen from Ford management or the Ford family since the company went public in 1956."