Lincoln and Earvin 'Magic' Johnson Showcase Urban Cool With Luxury Events

Lincoln and Earvin 'Magic' Johnson Showcase Urban Cool With Luxury Events

ATLANTA, April 20 /PRNewswire/ -- With fashion, music and entertainment serving as the blueprint for urban cool, Ford Motor Company's Lincoln brand teams up with NBA legend Earvin "Magic" Johnson for a series of signature events designed to celebrate the essence of luxury. Lincoln highlights the newest member of its family, the all-new 2006 Mark LT -- the truck that boasts luxury, style, comfort and functionality. The first of these luxury immersions happens tonight at Atlanta hotspot 'Compound.'

Recognizing the increasing demand for personalization, Lincoln has created "Step Into UnExpected Luxury" events to highlight the range in auto customization options amidst an environment that showcases the essence of true luxury. Custom-built Lincoln Mark LTs will be featured.

The popularity of automotive reality television shows such as SPIKE TV's Ride with Funkmaster Flex and MTV's Pimp My Ride have fueled the desire by the average consumer to expect more from their rides. From the tricked-out cars that define hip hop cool to the more sophisticated luxury trucks and SUVs, audiences are much more savvy, and looking for options for their rides that reflect personal tastes and styles. Often they look to music and sports stars who embrace extreme-bling with preferred features like big wheels and spinning rims, custom grills, hi-powered hydraulics, designer interiors, video game consoles, hi-tech navigation systems, accented door handles, embedded laptop computers, metallic running boards and emblematic details.

This trend is certainly not unique to celebrities. American families are certainly part of this craze embracing custom features such as DVD monitors on head restraints so kids can enjoy watching movies and entertain themselves with video game systems.

"Successful marketing has always been centered on a company's ability to accurately reflect the desires of the consumer," says Al Giombetti, president of Lincoln Mercury. "Growing success will come from our unique understanding of how to connect with consumers lifestyles -- from the choices in clothes they wear, music they listen to, movies they watch to cars they drive."

Joining Lincoln in defining this luxury experience is leading urban lifestyle franchise DUB. Widely known as the official voice of urban auto aficionados, DUB has helped define urban cool through its close association with celebrities such as Wyclef Jean, 50 Cents, Carmelo Anthony, as well as product integration in music videos, movies, and gaming.

"Hip hop serves as the driving force of popular culture, creating lifestyle trends that impact consumer behavior, from choices in fashion to music to rides," adds Myles Kovacs, publisher of DUB magazine. "With the hip hop community's embrace of hi-end, customized, luxury rides, they are propelling an already multi-billion dollar auto industry into its next phase."

About the Events

The "Step into Unexpected Luxury" will be presented by Lincoln and celebrated entrepreneur and NBA icon Earvin "Magic" Johnson, and include an elite mix of partners from fashion, music, and lifestyle. Special guest performances will include platinum-recording artist John Legend, Floetry and R & B supergroup New Edition.

A special element to the program will be an auction of a customized DUB edition Magic Lincoln Mark LT with a bedcover autographed by A-list celebrities attending the events. The auction will take place on-line in July 2005 with proceeds to benefit the Magic Johnson Foundation which was established in 1991 and works to meet the health, educational and social needs of those who live in inner city communities.

The "Step into Unexpected Luxury" events will also be staged in Los Angeles May 4, Washington DC June 1 and Miami June 15.

Lincoln and Magic Johnson

Lincoln and basketball legend and businessman Earvin "Magic" Johnson have enjoyed a meaningful and successful partnership since 2003. The partnership features multiple levels of advertising, marketing and promotion between Lincoln Mercury and Magic Johnson's wide ranging business and community programs. In mid-2005, Lincoln and Magic will launch a unique digital campaign featuring a Website with cars, basketball tips, and higher education opportunities.

About DUB

The DUB franchise is the leading, authoritative voice in the urban automotive lifestyle scene. Their publishing arm was the first in the industry dedicated to covering celebrity-driven vehicles and giving a first- hand look at the expansion of a multi-billion dollar industry which revolves around the vast world of car customization. They are officially recognized as the pioneers of what is known as the DUB market.

Source: Lincoln Mercury

CONTACT: Shelley O'Connor, +1-212-219-7187, soconnor@uniworldgroup.com, Sara Tatchio, +1-313-594-3744, statchio@ford.com, both for Lincoln Mercury

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