The Lincoln brand is bringing on actor Matthew McConaughey to pitch its luxury vehicles in a two-year deal, the Detroit Free Press reported.
The first television and online advertisements featuring the "Wolf of Wall Street" actor will be released in September, focusing on the new 2015 MKC compact crossover.
McConaughey, who won Best Actor at last year's Academy Awards for his part in "Dallas Buyers Club," said he joined the brand for its genuine, American appeal.
"Authenticity is a word that kept coming up in our initial meetings," McConaughey said in a statement quoted by the Free Press. "It was clear from the start they appreciated me as an individual first and foremost, and I would be able to be myself in this collaboration. Lincoln is an iconic, American brand and I like where they are heading with their transformation. I had the chance to drive the new MKC around Texas and I think they're doing a good job."
Ford has been struggling to bring new life to the luxury brand, which launched the new Lincoln MKZ sedan earlier this year. The MKZ has sold more than 21,000 this year, and Lincoln has plans for two more new vehicles by 2016.
Kumar Galhotra, Ford's vice president of engineer, was named the new Lincoln president last month and will officially take over as head of the brand on Sept. 1. He replaces Jim Farley, who will retain his position as Ford's global marketing chief and his title as executive vice president of global marketing, sales and service.
Both the new appointment and the move to tap McConaughey as a representative illustrate Ford's dedication to rejuvenating the luxury line.
"Matthew is a natural fit with Lincoln and where we are going as a brand," Matt VanDyke, director of global Lincoln, said in a statement. "Matthew is the ideal personality to help us tell this story, and it is only the beginning of what we trust will be a fantastic relationship."
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