Ford Motor Company won't confirm an Automotive News report that its Lincoln brand will be re-badged as "Lincoln Motor Company."
Auto News reported this summer that it had obtained a document sent by Ford to a number of marketing firms, in which Ford said it intended to rename the venerable brand -- with a venerable name.
Ford Motor Company acquired the Lincoln Motor Company in 1922.
In recent years, Lincoln has struggled to remain relevant against stronger competitors, including BMW, Mercedes-Benz, and even a renewed Cadillac brand.
When questioned by a top auto industry analyst about the issue today at the Sao Paulo Auto Show, Ford's Jim Farley wouldn't confirm the name change, saying instead, "stay tuned."
But he did add that the brand needs to "stand on its own," and calling it Lincoln Motor Company is one way to do that.
A Lincoln spokesman told Michigan Radio, "Right now, there is no name change. Nothing has changed."
Lincoln's new MKZ will be launched early next year. The company plans three other new cars in the next few years, and recently decided to introduce the brand to China, the world's largest auto market.