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The Boston Globe

Business

Ford to unveil Lincoln makeover

DEARBORN, Mich. — In the fiercely competitive world of luxury cars, Ford Motor Co.’s Lincoln brand has long been stuck in the slow lane, with stodgy models, older buyers, and a distinct lack of glitz.

But Ford is determined to change that. On Monday, the company will announce upgraded customer service initiatives, a new brand name for Lincoln that plays down the Ford connection, and an unusual advertising campaign that features Abraham Lincoln, the president for whom the brand is named.

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