Lincoln reveals new tagline

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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.

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