Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Lincoln reveals new tagline

Published on .

Lincoln Mercury Co., Automotive News reports today, will unveil a new tagline this summer with the launch of its new LS sedan: "Lincoln. American luxury." Deborah Wahl, Lincoln Mercury's new marketing communications manager, said the tag will be added to all other ads as new vehicles and brand campaigns are launched later this year. When asked why Lincoln is dropping "What a luxury car should be" after more than a decade, she explained the brand wants to use the tag globally when it starts a push abroad, expected next year.

Copyright July 1999, Crain Communications Inc.

Most Popular
In this article: