Ford is taking a new approach with Lincoln, rebranding it “The Lincoln Motor Company,” having announced new product plans and a major marketing push at an event in New York City’s Lincoln Center Plaza on Dec. 3.

“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,” said Ford Motor Company CEO Alan Mulally. “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. These elements, coupled with a new level of warm, personal and surprising experiences, will enable Lincoln to appeal to today’s new luxury customer.”

The automaker brought its all-new MKZ to the event and said it will be the first of four new Lincoln vehicles the brand will build over the next four years.

Ford’s Lincoln brand also said it plans to introduce new services, such as The Lincoln Host and 24/7 Concierge Service, which gives a customer a personal concierge to guide them through the buying process and ownership. Lincoln is also offering clients “Lincoln Date Night,” an opportunity to take someone out for a date, courtesy of the brand, and spend a weekend with a Lincoln vehicle.

As part of the brand’s new marketing effort, its new head, Jim Farley, executive vice president of Global Marketing, Sales and Service for Lincoln, said Lincoln will advertise during the Super Bowl and involve social media in the creation of the commercial during the event. Three-time Superbowl champion Emmitt Smith joined Farley and Mulally during the event and he has signed on as a "brand ambassador."

“The time is now for Lincoln,” Farley said. “The ‘Great Recession’ changed people and their view of luxury. Today, luxury consumers make decisions based on what appeals most to their passions and not what they believe will impress others. We know we need to continually surprise and delight these new clients.”