This morning, we reported that Ford had changed the name of Lincoln to the Lincoln Motor Company in an effort to revive its luxury division and set it aside as a unique brand. Now, furthering this goal, the company has announced that a Lincoln advertisement is slated to appear during the 2013 Super Bowl on February 3. This is the first Lincoln Super Bowl commercial ever.
The commercial is 60-seconds in length, and will feature President Lincoln walking out of some mist. Also included in the commercial will be images of famous individuals who have owned Lincoln brand vehicles, including Dean Martin. This is all in a near-desperate push to distinguish the brand and correct ever-decreasing sales, which have dropped 63-percent since 1990.
Speaking about Ford’s efforts to reinvent the luxury brand and pull it up out of the dreck, Lincoln’s Director of Marketing, Sales, and Service Matt VanDyke offered this statement. “It’s our largest campaign ever from the size, scale and reach of it. Every touch point is being reinvented. Everything we’re doing is different.”
Ford plans to unveil the Lincoln MKZ, a luxury sedan with a starting price of $35,925. The MKZ features a panoramic glass roof, a push-button transmission, and a split-wing grill. So far, only 69,000 Lincoln vehicles have been sold in 2012. According to Bloomberg, the average cost of a one minute commercial during the 2012 Super Bowl was $7 million, so it’s safe to say that Ford is going all-out in its efforts to save Lincoln.