Photo: Ford Motor Company
Last month, Ford began a major push to rebrand its luxury brand Lincoln, which is languishing in eighth place in the American luxury segment.The plan involves the debut of four new cars over the next four years and a resurrection of the brand’s original name (Lincoln Motor Company).
All this is trumpeted by a large advertising campaign, including a Super Bowl commercial (a first for Ford) featuring Jimmy Fallon.
One month into the campaign, and after the plan’s announcement at a Lincoln centre event (featuring Emmit Smith), it seems that it’s working.
According to a YouGov BrandIndex survey of American adults who plan to buy a car in the next year, 18 per cent of respondents had seen recent Lincoln advertising, compared to the luxury sector’s 22 per cent average.
More importantly, the positive impression of the Lincoln brand rose from just 4 on November 6, to 20 on December 14. By December 23, it rose to 21 per cent and has since gone back down to 20.
The BrandIndex impression score is based on the question, “Do you have a general positive ( or negative) feeling about the brand?” Scores are compiled by subtracting negative feedback from positive, and range from -100 to 100.
Of course, what will really make or break the new Lincoln is the 2013 MKZ, the car Ford says is elegant, simple, and new, and built to attract the customers it needs to steal away from more popular luxury brands.
We have not driven the MKZ yet, but did find evidence that Lincoln is still catering to its former customers, not the young buyers who could actually make the entire relaunch a success.
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