“American Classics” No. 7 – Lincoln Gets a New Look

Recently, a good friend of mine brought to my attention the latest company overhaul and reinvention; Lincoln, a subdivision of Ford Motors, has decided to shake the dust off of their brand and re-inject themselves into the luxury vehicle market. What do you think of or imagine when someone mentions Lincoln cars? Do you remember the last commercial of theirs that you saw?

Here you can watch a commercial from 1989, which I feel accurately describes the most common perception of their brand– for an older demographic with a somewhat disposable income:


Unfortunately for Lincoln, this overarching perception of their brand division is that of a much older, been-around-forever-and-hasn’t changed type. On the other end, their most recent models have been criticized as being overly similar to their cheaper Ford counterparts.

Screen Shot 2012-12-13 at 11.23.30 PM

Well, Lincoln decided to do something about it. So much of a something that they decided to re-establish their original company name, The Lincoln Motor Company. With any corporate brand overhaul such as this comes a brand spanking new advertisment campaign and vehicular design.


I am personally enamored with their latest commercial. I love the reference to where they came from as a company and where they’re going. While I have my own (however justified or unjustified) reservations about the American automobile industry, this definitely made me at least entertain the idea of someday purchasing a vehicle like this. I find that they have very successfully used their age and prestige in an unusually effective manner to market to a younger, more modern consumer.

What do you think? How do you feel about the design overhaul and company renaming?

Leave it below, and Happy Consuming!


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