DEARBORN, MI — Lincoln Mercury is partnering with Earvin (Magic) Johnson, an alliance expected to draw younger, trendier buyers to Lincoln Mercury showrooms and lead to new business opportunities for the legendary basketball great.

Lincoln Mercury President Darryl Hazel says Johnson's business success, coupled with his sports stardom, is just what the automotive brand needs to enhance its chic, hip allure.

“We're trying to appeal to a fairly wide range of people, and so we got someone who appeals to a wide range of people,” says Hazel.

The exclusive partnership is slated to include national broadcast and print advertisements, as well as other future marketing programs.

In addition, there's talk of a special edition Magic Johnson vehicle and the opening of an Earvin “Magic” Johnson dealership.

Says Johnson, “Hopefully we'll get to a state where we can (establish) a dealership.”