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As if beleaguered automaker Ford Motor Co. didn’t have enough troubles these days, the death of Gerald Ford has brought reminders that the company’s namesake brand isn’t regarded as anything special. Media coverage of the ceremonies marking the former president’s death repeatedly invoked the self-deprecating words he’d spoken upon being sworn in as vice president, less than a year before succeeding Richard Nixon as chief executive: “I am a Ford, not a Lincoln.” Taking as its premise a consensus that “Ford” is rather humdrum, the phrase is not the sort of free publicity the automaker needs just now.
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