DETROIT -- Lincoln is launching a brand advertising campaign aimed at younger buyers and introducing its Zephyr entry-level luxury sedan.
The new campaign is called "Reach Higher." It seeks to cast Lincoln as a contemporary luxury brand by focusing on the 2006 Zephyr, Mark LT pickup and Navigator SUV.
Lincoln's aging flagship, the Town Car, is intentionally absent from the brand ads.
"We want to change people's perceptions," Tom Grill, Lincoln Mercury's marketing communications manager, told Automotive News. "The campaign is the tipping point. We have an opportunity with a whole new group of buyers to tell them that Lincoln is relevant to them and their lives."
Grill would not disclose the cost of the campaign. Lincoln Mercury spent $330.1 million to advertise in U.S. media last year, according to TNS Media Intelligence. Lincoln is nearly doubling its overall ad budget this year, Grill said.
Lincoln needs a boost. In the first nine months of 2005, its sales were down 10.1 percent from the same period of 2004. Last year, Lincoln sold 139,016 vehicles in the United States -- just 60.0 percent of its sales in 1990.