DETROIT – After years of dismal sales, Ford’s Lincoln luxury brand is reintroducing itself with a new name and a new midsize sedan.
The brand is returning to the name Lincoln Motor Co. as it launches its MKZ sedan. That was its name before founder Henry Leland sold the brand to Ford in 1922, and it was used in advertising all the way through the 1970s and 1980s, Lincoln chief Jim Farley said.
Consumer research showed that people found the name change intriguing.
It’s a refreshing change to highlight what will be great about Lincoln going forward, which is impeccable service and really breakthrough vehicles, Farley told The Associated Press on Monday.
The MKZ will arrive at dealerships this month. It starts at $35,925, or about the same as its archrival, the Lexus ES 350.
A hybrid version of the vehicle is the same price.
The MKZ is the first of seven new or revamped Lincolns that will go on sale by 2015.