Can Lincoln Regain Its Relevance? Lincoln, as most people have heard by now, is getting a change of name, and a new midsize sedan designed to help the struggling American luxury brand regain its footing in the premium automotive segment. As the luxury division of the Ford Motor Company, the Lincoln brand began on Monday the process of reintroducing itself to car buyers at an elaborate display set, fittingly enough, in the outdoor plaza of New York's Lincoln Center. Standing alongside the new MKZ sedan, which is scheduled to go on sale next year, was Alan Mulally, Ford's chief executive, and Jim Farley, executive vice president of global marketing, sales, and service at Lincoln. The two executives extolled the virtues of Lincoln's long history, the brand's coming Super Bowl ad with Jimmy Fallon and, most of all, the importance of the midsize MKZ to the Lincoln's effort to reinvent itself. "Today we are announcing a new beginning for a brand that has been part of our company and the American fabric for more than 90 years," Mr. Mulally said. The new Lincoln brand will be defined by great new luxury vehicles, such as the new MKZ, that feature quality, unique style with substance and innovative technology. To many car buyers, however, Lincoln's glory days are a distant memory. Recent models have often been tepid reinterpretations of existing (and cheaper) Ford-badged alternatives. While the MKZ does share its structural DNA with Ford products, the car's elegant exterior design and improved engineering provide a premium feel that has been sorely lacking from the brand. Lincoln will eventually introduce seven new, or significantly revised, models from now to 2015. "This is the moment we've been waiting for," said Mr. Farley, following the introduction of the MKZ. Its chief rivals include such sales leaders as the Lexus ES, Acura TL, Mercedes-Benz C-Class and BMW 3 Series. Originally unveiled as a concept during the 2012 Detroit auto show, the MKZ goes on sale with a base price of $35,995. Premium features include a push-button automatic transmission and optional panoramic glass roof. Available in front- or all-wheel drive, the standard model comes with a 240 horsepower turbocharged 2-liter inline 4-cylinder engine. The MKZ Hybrid delivers an E.P.A. rating of 41/36 m.p.g. in city and highway driving. Lincoln has its work cut out for it, as it looks to regain sales. In 2011, Lincoln sold about 85,000 vehicles. For comparison, BMW sold more than 240,000 during the same period. Being smaller could be an advantage, Mr. Farley said, at least as it relates to more personalized customer service. I know that for most manufacturers, they will let go of their personal experience as they grow in scale. In an era when luxury car buyers expect sleek dealerships, and waiting areas stocked with leather furniture and espresso machines, Mr. Farley says he believes Lincoln has the chance to go even further. The Lincoln Host and 24/7 Concierge Service assigns a personal concierge to assist customers interested in a Lincoln vehicle. Should they buy one, the same concierge remains assigned to the client and car. Lincoln is also getting in on the dating game with its "Date Night" promotion. Qualified car shoppers - like those presently leasing a competing luxury vehicle - will be invited to spend a weekend test driving a Lincoln and be eligible for Lincoln to buy them dinner on one of those evenings. "The idea of dating the brand no one is doing that in our industry," Mr. Farley said.