The Ford Motor Co. continues the good fight trying to re-invigorate its Lincoln brand of luxury automobiles, which is no longer mentioned in the same breath as its more illustrious rivals in the marketplace.

Rather than bring back the old 1960s Lincoln Continental convertible with the suicide doors, Ford has opted to bring a new president to the division.

That man is Kumar Galhotra, who will take over as a Ford vice president and the president of Lincoln on Sept. 1. He arrives from Ford's engineering team, where he was vice president of engineering for Ford and Lincoln vehicles.

This is actually a newly created position. Galhotra will report directly to Ford President and CEO Mark Fields. The establishment of this high-level position is meant to send a message that Ford is renewing its commitment to making Lincoln a class leader again.

Galhotra will be the most senior leader within Lincoln globally, overseeing product development, marketing, sales and service.

Along with Galhotra's move, Ford has made other executive changes, triggered by the retirement of Paul Mascarenas, former chief technical officer and vice president of research and advanced engineering.

"These changes underscore our commitment to build on the success of the One Ford plan by accelerating our pace of progress," Fields said. "They also make clear we are serious about Lincoln as a world-class luxury brand and that product excellence and innovation are what will deliver growth and define our entire company moving forward."

Galhotra will be tasked with building momentum on growth that is beginning to be evidenced in the Lincoln brand. Sales are up 16 percent in 2014, with the new MKZ sedan generating the most excitement. Business will likely pick up considerably next month when the new MKC value-priced crossover SUV is brought to showrooms.

The brand's expansion into the Chinese and Asian market will be a key to its growth. Galhotra's long-range plan involves the development of the next generation of Lincoln vehicles and the cultivating of traditional customer demographics and the attraction and retention of new customers. Ford wants Lincoln to succeed not just through the appeal of individual vehicles but as a total luxury ownership experience.

"Now is the right time for the next chapter in accelerating Lincoln as a world-class luxury brand," Fields said. "Kumar (Galhotra) has more than 25 years of global product and business experience, including leading engineering for all of our Lincoln vehicles today."