DETROIT -- Lincoln will price its 2006 Mark LT pickup starting at $39,995, the automaker said Tuesday. The luxury truck goes on sale next spring.
The base price of the truck's 4x4 model will be $43,495, Lincoln says. Both prices include destination charges.
Lincoln will begin marketing the Mark LT at the Super Bowl on Feb. 6. It will air a 30-second TV commercial during the first half of the game, which Fox is broadcasting. Lincoln has not advertised during the Super Bowl for more than a decade.
It will follow the TV spot with print ads. Lincoln will be a sponsor of Sports Illustrated's "super swimsuit party" Feb. 5 in Jacksonville, Fla., the site of the Super Bowl.
The marketing campaign for the Mark LT includes a sweepstakes starting Wednesday on the automaker's Web site, www.lincoln.com. The top prize is a trip for two to Jacksonville during Super Bowl week.
American Honda Motor Corp. plans to run two 30-second TV spots during the Super Bowl to launch its new pickup, the Ridgeline.