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Rebranding When Reinvention Is Requisite

2013 Lincoln MKZ

Lincoln - pardon us, the Lincoln Motor Company - assures us that Ford is committed to its success. The awkwardness of the statement (which feels vaguely like your mother telling you that she loves and supports you regardless of what everyone else thinks) was hard to escape when we recently spent a few days with the all-new second-generation 2013 Lincoln MKZ.

Launched earlier this year at the 2012 New York Auto Show, the MKZ is a midsize premium sedan that shares platforms with the Ford Fusion (also all-new for 2013). The sedan's primary competitors, according to Lincoln, include the Audi A6, BMW 5 Series, Cadillac CTS and Lexus ES Series sedans - each an established, accomplished player.

But Lincoln sees opportunity in the segment. They feel that today's customers, with values shaped by the recession, are open to new brands and experiences. Shoppers are seeking unique products and experiences (e.g., a more intimate dealer relationship) to substantiate the additional cost of a premium vehicle. With Ford firmly supporting its back, Lincoln is betting its future on product design, quality and an improved ownership experience.

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2013 Lincoln MKZ [w/video] originally appeared on Autoblog on Fri, 07 Dec 2012 11:57:00 EST. Please see our terms for use of feeds.

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