Ford is switching gears to focus on its luxury brand, Lincoln. In addition to fresh product offerings, Lincoln is also getting a new technology-centric image.
Lincoln’s all-new “Smarter Than Luxury” advertising campaign puts this new image into perspective. While Lincoln doesn’t have a stand-out product to show off, the brand is eager to highlight the quality of each of its products. Lincoln’s advertising also wants to put unique technologies into focus, such as MyLincoln Touch, which comes standard on the Lincoln MKX.
“This campaign shows that Lincoln offers a heightened sense of style, craftsmanship and technology and we’re showing that off in a new way for this brand,” said Matt VanDyke, Ford director of U.S. Marketing Communications. “We’re going to challenge people’s perceptions of luxury and show that we deliver more technology and luxury for an unexpected amount of content for the price.”
In addition to in-cabin technology, Lincolns also get unique technology under the hood. Lincoln is emerging as the most fuel-efficient luxury lineup on the market, thanks in-part to vehicles like the MKZ Hybrid. In addition, Lincoln also gets EcoBoost engines, which delivers V8-power with V6-efficiency.
As new products emerge, Lincoln will continue its focus on fuel-efficient premium powertrains and industry-leading technology. Since Ford successfully reinvented its own image, expect the same to happen with Lincoln.
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