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Ford's Latest Challenge: Revamping Lincoln
Yahoo Finance | December 03, 2012 | 02:18 PM EST

Ford Motor Company (F), the second largest U.S. automaker, is rebranding its Lincoln luxury division. Ford decided to return the brand to its roots, at least in name: Lincoln will now be referred to as the "Lincoln Motor Company," its original moniker when Henry Ford bought the company in 1922.

Related: Bailouts of Chrysler Were Good for Ford Too: Alan Mulally

Ford CEO Alan Mulally announced the changes to the Lincoln brand in New York City on Monday. The radically redesigned Lincoln MKZ mid-sized sedan is expected to start arriving at dealerships by the end of the month.

An ad blitz—in print, online and TV—follows, starting later this week and including, for the first time, a spot during the Super Bowl on Feb. 3. Not surprisingly Ford will be using Abraham Lincoln, the sixteenth president of the U.S., in some of its ads. He was the inspiration for the company's name when Henry Leland founded it.

Related: Mulally to Lead Ford Until at LEast 2014, Mark Fields Likely Next in Line

Lincoln is Ford's only luxury vehicle. Under Mulally, who took over as CEO in September 2006, the company downsized its luxury brand portfolio that included Jaguar, Land Rover and Aston Martin. Lincoln was the top-selling luxury sedan in the U.S. in the 1990s but now trails Cadillac and accounts for just 3% of Ford auto sales today.

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