MKX LAUNCH

The transformation (and almost relaunch) of the Lincoln brand wasn't an easy one. It was seen as a town car, something that drove you to or picked you up from the airport. The brand was relaunched and aimed to be thought of as a luxury brand to even be re-considered. And with one smart casting/partnership choice that's exactly what they did. And with a slew of new sexy designs, the brand took off and left its old reputation behind. They're now seen as a true, yet approachable, luxury brand with Matthew McConaughey at the wheel.

at right: a launch spot for the MKX