Lincoln celebrated its 102nd anniversary last month, although the company founded by Henry Leland was purchased by Henry Ford on Feb. 4, 1922.
Over the past century the brand has appeared in a number of Hollywood films and ferried U.S. presidents. But sales were sputtering early last decade, and then-CEO Alan Mulally reportedly considered killing it.
He ultimately didn't, and executives crafted a turnaround plan that included a new focus on the customer experience, lavish vehicle interiors and a quirky ad campaign with actor Matthew McConaughey, who narrates a new ad this week marking the 100th anniversary of the Ford acquisition.
Sprague said Ford CEO Jim Farley is "fully committed" to the brand and that it will play a "pivotal role" in the company's growth plan.
"We can go down a list of brands that are in the trash heap because they didn't innovate and weren't resilient," Sprague said. "The Lincoln brand has survived wars, the depression ... and so much more because it has a history of innovation."