Too old for Lincoln? Ouch.
That's the cold shower of reality that's dousing former NBA great Magic Johnson these days. Lincoln is dumping Johnson for Grammy-winning rapper Common as a celebrity spokesman in an effort to lure younger buyers.
Lincoln says it's looking for buyers in their late 20s to mid-30s — about half the age of the typical Lincoln owner. And it especially wants to push its Navigator SUV, hoping to match the success Cadillac has had with its Escalade by cozying up to the hip-hop culture.
Marc Perry, Lincoln's marketing manager, effused to Advertising Age that Common's endorsement will make the Navigator and Lincoln "hipper and a little cooler." Lincoln's goal is that the Navigator replace the Escalade as the best-selling luxury SUV among black consumers.
Common will show up in Lincoln TV spots, print ads and online promotions and will appear at special events.
Perry said Johnson was an effective spokesman, but Lincoln seeks to "keep things contemporary."