Lincoln made a rather assertive statement about the future of its products at the 2012 LA Auto Show. Rather than put any new vehicle on display for the first press day, the American premium brand placed a collection of classic cars from its past on the show floor. For the second day, that assortment was replaced with more than a half-dozen examples of the all-new 2013 MKZ. Following that, Lincoln teased a new ad campaign that was in the works, and it appears we now have the first extended promotional video.

Entitled "The Lincoln Motor Company," the spot acts as more of a mission statement, rather than an ad, featuring (once again) cars from Lincoln's past, as well as certain bits of Americana usually reserved for a Levi's ad. The video concluded with Lincoln reintroducing itself to the world, accompanied by a new name: The Lincoln Motor Company.

The video is likely to be the first of many in a large advertising blitz by the automaker, in concert with the rolling-out of the new MKZ. The sedan was the only new vehicle featured in the video, and Lincoln is betting heavily on this "reinvention" to bring customers in to see its new sedan. We want to know what's next. Scroll down to watch the video.


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    • 1 Second Ago
  • 95 Comments
      Darnell Morgan
      • 2 Years Ago
      The problem with Lincoln...is Ford. I love Ford. But their stewardship of Lincoln, in particular the last 15 or so years, has been nothing but pathetic. There is nothing original about Lincoln. NOTHING. NOTHING. NOTHING. They don't have any unique powertrains. They don't have any unique technology. They don't have any unique platforms. So why on earth would anyone want to buy one???? Especially when they could just buy the Ford version. It has all the same basic elements and its cheaper. MKS/MKZ? Over the Taurus/Fusion? Same powertrains, Same tech, same platforms. MKT Same issue. MKX Same issue. Even this idea that Ford can build a RWD 'flaghsip'. Yet everyone is hinting at a Ford product, the Mustang. So if Lincoln would get anything, its coming from...yet again...an existing Ford. It will be a Ford powertrain. And Ford technology. And Ford platform. So why buy a Lincoln RWD car when I can just buy a Mustang if that's what its going to be? I'm not talking about badge engineering. The problem is far deeper than that. MKS/MKZ are not badge engineered. They still are irrelevant. To re-invent Lincoln, Ford has to dig deeper. 1. build 3 unique powertrains. Something that Ford models don't have. Base model, Hybrid, and HiPo. They can be based on regular engines (Ecoboost , Coyote, etc), but they are don't share the same brand name. They should bring back the twin-force badge for Lincoln to replace Ecoboost. Yeah, TwinForce has a good ring to it. These engines should be tuned/tweeked to offer more than their Ford counter parts. So if the 3.7 makes 300 hp in a Ford, it makes 320 in a Lincoln.. 2. Get rid of MyLincolnTouch. at least the name. I shouldn't be able to see a resemblance of anything Ford in Lincoln. That holds true for sheet metal. And it holds true for tech as well. 3. Build LINCOLN a dedicated platform. Spend some G*D D&^M money and create one or two platforms dedicated for Lincoln only. There was a reason why Jag was reluctant to share platforms with Ford. It cheapens the Jag brand to build Fords off Jags. So what does Ford think will happen, when they build Lincolns off EXISTING FORDS?????????? Ford doesn't even care to build a platform that debuts on Lincoln first, and THEN....MAYBE.....make its way down to Ford. No....Lincoln gets an option AFTER it debuts on Ford. Talk about a red-headed step child. Ford does not place a Premium on Lincoln and it shows. Until I see otherwise, this 're-launch' is nothing more than an ad blitz with same old crap they been pushing. And its the reason why nobody takes Lincoln seriously. After all, if Ford doesn't take them seriously, then why should their customers?????
        John Ward
        • 2 Years Ago
        @Darnell Morgan
        I agree. The problem is that the Lincoln model is not really much more value than I get out of the Ford model. I have an MKX (only because used they are the same price as an edge). The interior is almost exactly the same as the ford models. I also have a CTS. At least GM isn't just rebadging the Cadillac line and it shows.
        mikeybyte1
        • 2 Years Ago
        @Darnell Morgan
        Good points, however Audi and VW do it all the time. Many Audi and VW cars share the same engines. And at one point, VW and Audi design language was getting very close. But the AWD tech made the difference, as well as other aspects of design and engineering. So I think Lincoln can survive and even prosper with the strategy they have set. They just need more tech and design to set them apart. If Audi can do it then so can LMC.
          Jake
          • 2 Years Ago
          @mikeybyte1
          Accept the problem for Lincoln is the Ford Titanium packages. No room left above them. They really need some unique features and tech.
          GFB
          • 2 Years Ago
          @mikeybyte1
          Unlike Lincoln, Audi is its own car company within the VW Group, responsible for its own profits and losses. This "Lincoln Car Company" is a "marketing tag line," according to Lincoln's spokesman, Matt Van Dyke. It is not a spin-off. Audi has managed its own engineering and design since the '70s when VW acquired it from Mercedes Benz. When the VW chairman forbade Audi from designing a new car, Audi engineers designed the Audi 100 *SECRETLY* and it turned out to be the car that launched Audi toward its current dominance. Until this model year, all of Audi cars were built on Audi developed platforms except for the platform under the A3 and the TT which they inherited from VW. VW uses the A4 platform and a low tech version of the A8 platform which it shares with Bentley. The A6 has not shared it's platform. There is no such thing as a Lincoln/Audi comparison. Since Lincoln is a wart on Ford's nose and since Ford's internal politics haven't been completely transformed in the Alan Mulally era, you can be certain that there is no secret underground development team within the newly minted Lincoln engineering and design offices. There will be no Lincoln platforms that will eventually trickle-down to Ford. There will be no Lincoln Electronic Suite that Ford buyers will be lusting after. I give them 5 years, MAX, of Ford clones in Lincoln showrooms and then it will be truly "One Ford."
        • 2 Years Ago
        @Darnell Morgan
        [blocked]
      Brian
      • 2 Years Ago
      I think that Lincoln should take a play from Kia and Hyundai's book. Instead of talking about all the amazing things that you are going to do and how great you will be, focus on great vehicles first and let those vehicles speak for themselves. This ad is shallow and meaningless without a fleet of great vehicles to back it up. Shame on you, Lincoln- this is not the way to turn your brand around.
        • 2 Years Ago
        @Brian
        [blocked]
          Brian
          • 2 Years Ago
          I agree, the FE issue was a mistake. The FE fudge was only one small facet of Kia and Hyundai's products. The vehicles themselves, especially the newer ones at least show that Kia and Hyundai made an effort to build competitive vehicles. My point was that Kia and Hyundai didn't spend years talking about how they were going to transform their product prior to doing it- they just built very nice, competitive vehicles and let the vehicles send the message that Lincoln is trying to send now even though they do not yet have the product portfolio to back it up. Saying that you will do something is one thing, actually doing it is quite another.
      n.bob2
      • 2 Years Ago
      Rear of the car looks good. Side profile.. fine.. grill and face? Horrible.
      Radioactive Flea
      • 2 Years Ago
      Lincoln will never be successful until they embrace RWD across the line up.
        XJ Yamaha
        • 2 Years Ago
        @Radioactive Flea
        Across the line up no. But they do need at least one RWD model.
      k.naz
      • 2 Years Ago
      No matter which car you put that grille on, it still looks hideous :/ That, paired will Lincoln's lackluster design language implemented over the past few years just doesn't work :(
      Gene Mack
      • 2 Years Ago
      Yes, the whole problem with Lincoln is their naming. Everyone knows that what really makes Mercedes is the way CLS550 rolls off the tongue. Or all the heritage behind the name Lexus IS250h. Or the emotions of the name BMW 328i. Or A8. Or CTS, DTS, ATS, XTS. Or S80. Or the DB9. Seriously, the naming argument really has to die. NO luxury or upscale vehicles have names, so why is it such a fury over Lincoln? I just don't get it. I'm 39, have had 3 Lincolns already and could care less if my car is named MKZ, or Zephyr, or Mark XIII. The RWD argument is valid and is a true criticism, the "badge engineering" argument used to be true, but if the MKZ is the indicator, that argument will be dead when all the models are updated in the next 3 years. But the "stupid alpha numeric" names is just silly. My guess is that the people clamoring for the days of "Continental" and "Town Car", when "real cars had real names" are no longer in Lincoln's desired demographic anyway.
        turbomonkey2k
        • 2 Years Ago
        @Gene Mack
        It's not about whether you care. The whole reason for the alphabet soup naming convention is that they don't want you referring to the car as a model name, They want you to use the brand name. This is particularly true of luxury brands because the want the lesser models to benefit from the upscale nature of their better offerings.
        • 2 Years Ago
        @Gene Mack
        [blocked]
          • 2 Years Ago
          [blocked]
          • 2 Years Ago
          [blocked]
          Gene Mack
          • 2 Years Ago
          I'm sure there are plenty of people that would want another Town Car. But Lincoln doesn't want that market anymore. I'm not saying that market doesn't exist, just that Lincoln wants to move away from it. It's too small of a market for one, and for two, (true or not) that market is seen as too old. Believe me, I was really called a Grandpa when I was 26 driving a Town Car. I still got the Grandpa moniker when I was 37 and got the '11 MKZ, but not so much. I wanted to hold out for the '13 MKZ, but for some very good reasons, ended up picking up a '12 MKZ this month. But my point being, nobody can look at the '13 MKZ and think "Grandpa Car". So Lincoln has already begun the very hard process of changing their image from an old man's car to something more appealing to a younger demographic. But now I can hold out and see what the redesigned MKS will look like in another year or so.
          RudyH
          • 2 Years Ago
          So you are 80 yrs old and recently had your drivers license taken away, therefore need to be driven around?
        Neil
        • 2 Years Ago
        @Gene Mack
        that is the problem with these new cars... their names are easy to confuse and forget. you never forget a town car or continental! the mks needs to be called what it really is, continental! we also need a new rwd/awd town car! screw the mks and mkz and mkabcdefg! cars need real names, not sad substitutes!
          Neil
          • 2 Years Ago
          @Neil
          how about a town car. rear or all wheel drive, direct injected 5.0, 8-speed auto, and for gods sake better sound systems! 300-watts should be used as the cheapest. the 700-watt sound should be available! size, maybe somewhere between the mks and the 2011 town car... so it would still be large, but not quite the mass it was....... or we could just bring back the 75-79 version....
          Neil
          • 2 Years Ago
          @Neil
          if people want a sporty lincoln get the mks with the ecoboost v6! although, the mkz with a 300-hp v6 isnt exactly going to be a slow mover. if they would only make a higher output of the ecoboost v6 it would be awesome. no less than 420-hp!
      fpb300
      • 2 Years Ago
      In my opinion, if Ford wants to re-invent Lincoln, Ford should forget the current design and move forward. Not being negative, a new design is necessary . It does not have the oomph, similar to the ill-fated Thunderbird design.
        John Ward
        • 2 Years Ago
        @fpb300
        I agree. They aren't going to advertise their way out of poor designs that consumers haven't liked.
          Brett
          • 2 Years Ago
          @John Ward
          Do consumers not like the new design direction? Everyone I've spoken with loves the new MKZ. I think it's a great evolution of their split-wing grill design.
      Jesse
      • 2 Years Ago
      This has nothing to do with the clay model, but I’d really like to see a RWD Lincoln.
      throwback
      • 2 Years Ago
      I'll give Ford the benfit of the doubt. Their management did a fantastic job with the Ford brand. This is the start of Lincolns revival, will it succeed? I have no idea but if it does it will be bacuse they have compelling cars, Lincoln has a long way to go.
      Thomas
      • 2 Years Ago
      They left out the other video for the Lincoln Motor Company ad campaign. It is probably the best out of the 2 ads... http://www.youtube.com/watch?v=L5_xFBcAab0
      johnb
      • 2 Years Ago
      I like it, but let's see how they back up what they are saying. Just saying all the right things is easy.
      • 2 Years Ago
      [blocked]
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