Lincoln Brand Changes Name as New MKZ Goes on Sale

Posted at: 12/03/2012 9:46 AM

DETROIT (AP) - After years of dismal sales, Ford's Lincoln luxury brand is reintroducing itself with a new name and a new midsize sedan.

The brand will now be known as the Lincoln Motor Co. The change helps separate Lincoln from the cheaper Ford brand. It also recalls Lincoln's storied past, when vehicles like the Continental were the pinnacle of luxury. Lincoln was known as the Lincoln Motor Co. until 1922, when it was bought by Ford.

The company is making the change as it launches the new MKZ sedan, which will arrive at dealerships this month. The new sedan has a swept-back grille and an optional panoramic glass roof.

The MKZ is one of seven new or revamped Lincolns that will go on sale by 2015.

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