Lincoln wants to reinvent itself in the luxury vehicle market and to do this they might decide opting for a new name.

Lincoln has high hopes of becoming an important player in the luxury vehicle market and they plan on doing this by providing their customers with a more premium and personalized lineup. The brand opened its first all-inclusive studio recently and at the inauguration event Ford’s group vice president of marketing and sales Jim Farley said that "our ambitions are not to be No.1," adding that they "rather have a few people love us, than everyone like us."

The firm’s reinvention will start with the 2013 MKZ that is scheduled to go on sale this fall in the United States at $35,295 for the entry-level variant. The MKZ will be joined in the follwing years by three new cars, while in 2014 the brand will be introduced in China. A compact car will be added to the firm’s lineup in the future, while to separate the brand’s image from Ford’s they will open Lincoln-only dealerships.

Another method of reshaping the brand is to give it a new name, but Farley responded to this only with "stay tuned."

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