Can Ford save its luxury liner, Lincoln?

The U.S. luxury car sales are dominated by Mercedes-Benz, BMW, and Lexus.  Lincoln once dominated the U.S. market in 1990s now holds the sixth place behind Cadillac and Audi.  Ford is expecting to spend more than $1 billion to bring seven new Lincoln line up by 2015.  It is anyone’s guess whether Ford will be able to resurrect the 90 year old airport limousine.  The Ford’s luxury liner, Lincoln’s sales plummeted more than 63 percent since 1990.  More than 35 percent of Lincoln buyers are over the age of 65 and includes 14 percent of over 75 years of age.  Compare this to less than two percent of over 65 owners of BMW and Audi.

For the first time, Lincoln will air a new commercial during the next Super Bowl using comedian and TV talk show host Jimmy Fallon, trying to appeal to a younger generation.  This is a first for Lincoln.  Suggestions for the commercial came from Twitter.  Another first for Lincoln will be a new commercial of an actor portraying Abraham Lincoln, a name sake.  It is trying to reflect its history and present a change to the vehicle buyers.  Ford sees value being a Presidential limousine as well as Clark Gable’s glamour.

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