Matthew McConaughey is officially the new face of Ford's Lincoln luxury line.

The Oscar-winning actor has signed a 2-year endorsement deal with Ford and will begin starring in Ford commercials next month, Newsday reports.

Ford Motor Co.'s decision to hire McConaughey comes as an attempt to modernize the Lincoln's appeal and attract younger buyers. [Newsday]

"Now is the perfect opportunity to share to a wider audience what our brand offers," Matt VanDyke, Lincoln's global head of marketing said in a statement obtained by the LA Times. "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."

According to Newsday, Lincoln's sales have dropped 65 percent since 1990. However with McConaughey's mainstream appeal and attractive image, Ford seeks to transform the way buyers see the Lincoln.

The first order of business in Ford's $1 billion Lincoln transformation project is the introduction of the company's MKC sport-utility vehicle. Ford has ended the production of the Lincoln Town Car and will now bring their newest MKC model to the forefront. [Newsday]

McConaughey will appear behind the wheel of the new MKC in a number of Ford's "unscripted" commercials.

"The MKC is the most promising product they have and they're looking for a way to break through," Michelle Krebs, a senior Autotrader analyst told Newsday. "Matthew McConaughey is contemporary and he's hot right now."

Krebs added, "Lincoln lacks the edge and hipness McConaughey conveys. The aged luxury line probably hopes to borrow on McConaughey's edginess to attract attention to an auto brand forgotten by many."

McConaughey has also shared his enthusiasm towards his deal with Ford.

Newsday reports, McConaughey is a "longtime admirer of Lincoln."

"I would be able to be myself in this collaboration," McCanoughy said in a statement regarding his endorsement deal with Ford.

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