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10:25 am
Mon January 14, 2013

VIDEO: The "reinvention of Lincoln" at the Detroit Auto Show

Lincoln is hip again!

Well... at least in the movie theaters. Ford executives are hoping enthusiasm for its re-tweaked Lincoln brand grows as well (the company is using the former president in advertising campaigns for the newly named "Lincoln Motor Company").

Ford Executive Chairman Bill Ford Jr., President and CEO Allan Mulally, and Executive Vice President of Global Marketing, Sales and Service Lincoln James Farley were all up on stage to unveil the new concept car at the Detroit Auto Show this morning - the Lincoln MKC.

Take a look at the unveiling:

Bill Vlasic wrote about the challenges faced by the struggling Lincoln brand in the New York Times:

As recently as the 1990s, Lincoln was the top-selling luxury automotive brand in the United States. Its large Town Car sedan and hulking Navigator S.U.V. defined the brand, and sales topped more than 230,000 vehicles a year.

But since then, Lincoln has been left in the dust by the German category leaders BMW and Mercedes-Benz, and Toyota’s Lexus division. This year, Lincoln ranks eighth in the American luxury segment, with sales down 2 percent, to 69,000, vehicles in the first 10 months of the year.

Its crosstown rival G.M. has had much better success reviving its Cadillac brand.