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DETROIT (AP) — Lincoln is accepting a new car and a new name advised to about-face 20 years of falling sales.

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The 97-year old affluence brand, alike with presidential limos and atramentous Town Cars, is abiding to its aboriginal name, Lincoln Motor Co. Lincoln hopes the name will advice restore the brand’s afterglow as the new MKZ auto goes on auction this month.

Lincoln Motor Co. architect Henry Leland — who additionally started Cadillac — called the aggregation afterwards his hero, Abraham Lincoln. He awash it to Ford, which capital a affluence brand, in 1922. Lincoln Motor Co. was acclimated in announcement all the way through the 1970s and 1980s, but had collapsed out of use added recently, Lincoln arch Jim Farley said Monday. That’s not clashing the cast itself, whose sales accept been bottomward back buyers began abrogation to adopted brands like Lexus and BMW in the 1990s.

Ford is depending on the MKZ to alpha abandoning that slide. It’s the aboriginal of seven new or revamped Lincolns due out by 2015.

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The MKZ, which was apparent in abstraction anatomy at the Detroit Auto Show aftermost January, is best and added than the accepted version. It starts at $35,925, or about the aforementioned as its archrival, the Lexus ES 350. A amalgam adaptation is the aforementioned price.

Among its new appearance are a push-on manual instead of a shifter and an alternative across-the-board bottle roof. It still has Lincoln’s split-wing grille, a accolade to the 1938 Lincoln Zephyr and one of the brand’s best apparent features. But designers fabricated the grille thinner and added cone-shaped afterwards complaints about the ungainly maw on the best contempo Lincolns.

CEO Alan Mulally said the MKZ’s affected architecture is its best arresting feature.

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“It’s bland and soft. It will angle the analysis of time,” he told The Associated Press on Monday. The new car, he said, is the “proof point” of Ford’s charge to the Lincoln brand.

Lance Willis, a Lincoln banker with the Bayway Auto Group in Houston, cast the new MKZ but is balked that it’s not in showrooms yet. Ford has congenital up a lot of advertising but needs to bear the MKZ and the blow of its new cars if it wants to accumulate bodies interested.

“One car itself won’t do the job,” he said. “They charge to abbreviate the timetable.”

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But Willis applauds the name change, adage it helps abstracted Lincoln from the Ford brand.

Lincoln was the top-selling cast in the U.S. two decades ago, back sedans like the Continental and the Town Car were the acme of affluence and elegant, aerial design. But again Ford bought up added affluence brands, like Jaguar and Volvo, and abandoned Lincoln. Its blah articles couldn’t attempt in the hotly contested affluence market.

Lincoln now has the everyman U.S. sales of any affluence brand, with about 75,000 cartage awash in the U.S. so far this year. BMW has awash added than four times that number.

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Ford has awash off its added affluence brands so it can apply on Lincoln. On Monday, Mulally and Farley were announcement the MKZ with an accident Monday at New York’s Lincoln Center. Ford has assassin above football brilliant Emmitt Smith as Lincoln’s new pitchman. It’s additionally developing Lincoln’s aboriginal Super Bowl ad, which will affection Tweets from absolute consumers that accept been put into calligraphy anatomy by actor Jimmy Fallon.

Farley said Lincoln is targeting barter who appetite a warmer, added claimed acquaintance in the showroom.

“After the abundant recession, affluence barter absolutely changed. Bodies are absolutely affairs affluence to amusement themselves, not to affect others,” Farley said.

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He said Ford’s analysis indicates that 25 percent of the affluence bazaar is fabricated up of quirkier, alleged accelerating buyers who aren’t admiring to accepted brands.

But alike abstinent success will booty a continued time and crave a connected beck of acute cartage that are altered from Fords, said Michelle Krebs, a chief analyst at Edmunds.com.

“Lincoln is aloof starting out on a continued adventure to accepting affluence car believability and it is afar abaft its competitors,” she said. “Success will booty added than a aggregation name change and a Super Bowl ad.”

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The cast hopes to allure buyers by ramping up its chump service. It will action a 24-hour alive arcade babysitter who can advice buyers cross their acquirement as able-bodied as abundant ability for barter and “date nights,” area abeyant buyers can booty addition to banquet in a new MKZ.

“We apperceive that for Lincoln to be acknowledged we accept to do two things: Surprise bodies with the artefact and bear aggressive account in the dealership,” Farley said.

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