Last week, on the first of two media days at the L.A. Auto Show, the Lincoln display was filled with some of the most iconic cars from its history. The next day the entire display was filled with versions of the all-new MKZ. And on Monday, December 3, Ford CEO Alan Mulally and Ford Global Marketing Chief (and Lincoln brand leader) Jim Farley went on a media tour in New York with stops at talk and business shows to introduce “The Lincoln Motor Company,” signaling the relaunch of the brand into the American luxury market. And so it begins. The reinvention of Lincoln is going to be dominating the airwaves and media sites for the next 60 days. You won’t get far before running into a piece of communication about Lincoln. For instance the lead print ad that appeared on Monday in national newspapers provocatively asks and answers the following question: “Does the world need another luxury car? Not really.”
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