Lincoln Motor Company
The Lincoln Motor Company was founded in August 1917 by Henry Leland and his son Wilfred. Among the founders of Cadillac, Leland had sold the company to General Motors in 1909, remaining on as an executive until 1917, when he left over a dispute with GM President William Durant. Naming Lincoln Motor Company after Abraham Lincoln, the first President for whom he ever voted (1864), Leland financed the company by securing a $10 million contract to build Liberty V12 aircraft engines, breaking ground on the Lincoln Motor Company Plant. To build the Liberty engines, Lincoln sourced parts from other manufacturers; along with cylinders produced by Ford, other parts were sourced from Buick, Cadillac, Marmon, and Packard. In total, 6,500 Liberty V12 engines were produced by Lincoln before the end of World War I ceased wartime production.
Louis Cheskin
Based on the success of the Mustang, in 1960 Ford brought Cheskin in to research and develop the Lincoln Continental, the country's first modernist 'luxury' car. Using his research techniques, Cheskin recommended a radically different advertising approach with the Continental's launch. He created the first magazine designed to sell a product for exclusive distribution through country clubs. Driving events at country clubs were also promoted. Initially, this approach relied almost exclusively on word of mouth and represented an early use of guerrilla marketing.