By on October 19, 2012

Is Ford about to re-name the Lincoln brand? A Detroit News reporter asked Jim Farley that question point blank, and his answer was evasive.

The Detroit News’ Karl Henkel asked Ford marketing boss Jim Farley about re-naming Lincoln. And the reply?

Farley, when asked about such a move, said “stay tuned.”

What could they possibly re-name Lincoln as? For all the equity the Lincoln name may or may not have, it seems foolish to start from scratch without any compelling product.

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91 Comments on “Farley Coy About Re-Naming Lincoln...”


  • avatar
    JK43123

    Mercury?

  • avatar
    ajla

    “What could they possibly re-name Lincoln as?”

    Ford Platinum.

    Or “Aurora” seeing how Lincoln will be joining Oldsmobile in a few years.

  • avatar
    Verbal

    LMW (Lincoln Motor Works)

    • 0 avatar
      Scherping

      I actually like LMW. Sounds a lot like BMW. But maybe they’re just going to be utilizing a different naming strategy for the individual cars themselves. Such as something other than MK-this and MK-that. Maybe there’s going to be a Continental in our future after all…. ;)

  • avatar
    tatracitroensaab

    Lol brand equity is pretty much the only thing lincoln has left…. I suppose they could change it to continental?

  • avatar
    geeber

    Continental Division…which did exist briefly in the mid-1950s.

  • avatar
    thesparrow

    There’s no need to re-name the brand. What they really need to do is go back to ACTUAL NAMES for the vehicles and scrap the whole MK-this and MK-that nonsense. I’ve spoken with “car guys” who can’t remember which is which, let alone your average buyer. It also doesn’t help that the various models look so similar as to be almost indistinguishable…

    • 0 avatar

      I agree. Lincoln’s problem is not its name. Part of it is the names of the vehicles. For all intents and purposes, MK-anything (which Lincoln *insists* does not stand for Mark) is silly. The reason the alphanumerical nomenclature works for the Asians and Europeans is because their model names actually have more differentiation between them than one letter. Lincoln does not necessarily need to revert back to model names (though it would help), but it does need to create a new set of models that don’t all start with “MK”.

      The other part is that Lincoln has lost its identity. In its greed to catch a younger demographic of customers, it has summarily abandoned all that it was known for before. That would have been if it had been done properly, instead of half-baked. The MKZ was horrible when it was the Zephyr, is anonymous as the MKS and will have the styling gods turning in their graves when the new version is released. The MKT is hideous, the Navigator irrelevant and the MKX merely adequate. In my opinion, the only vehicle Lincoln has that is worth keeping at this point is the MKS, but its styling (especially the 2013 facelift) is controversial enough to make it an also-ran instead of a bestseller.

      Lincoln needs an overhaul, but not a name change.

      A name-change would be nothing short of suicidal…

      • 0 avatar
        corntrollio

        Lincoln Mark T, Mark X, Mark S, and Mark Z would be better than MKT, MKX, MKS, and MKZ. Maybe Mark-Flex, Mark-Edge, Mark-Taurus, and Mark-Fusion are more accurate. I’ve seen Lincolns where the last letter is in a different font/style than the MK, so are you sure that Lincoln denies that it means Mark? That’s why I always liked the idea of calling Ford’s CEO MKF.

        I’m a “car guy” and I have trouble keeping track of which one is which. The way I remember the Mark T is because it’s used as livery now, and T = Town Car is associated in my head. The way I remember the Mark Z is that it used to be the Zephyr.

        If this renaming thing is for real, then Continental and Zephyr seem like the obvious historical choices, but that seems like a bad idea to me. Why would Ford go with a new brand now?

        I wonder if it’s a trademark reasons that they insist it doesn’t mean “Mark.” Otherwise perhaps Mark S is too close to S-type (which was a Ford product in its recent incarnation based on the Lincoln LS) or S-class, and perhaps Mark X is too close to X-type (also a Ford product recently, based on the Mondeo).

      • 0 avatar
        Luke42

        i like the idea of a crossovet named the Zephyr. Give it a bit of an Art Deco Chicago-of-the-future look (maybe with some curves from the EMD locomotive that pulls the Nebraska Zephyr historoc train), and you could make a vehicle that has a certain retro-cool feel from my great grandfather’s day. Have stainless steel and steampunk-bronze editions and you have something that would actually appeal to me and my friends.

        Would I buy one? Probably not, because a C-Max Energi is likely in my future. But I would smile every time I saw a Lincoln Nebraska Zephyr, which is way better than the way I react to most luxury cars.

      • 0 avatar
        morbo

        The MK-Taurus ain’t a bad car. Roomy enough (though surprisingly cramped around the footwells). Decent A/V (though FordTouch is still too buggy for prime time), relatively powerfull while still be fuel efficient. My week with it from Avis was competent and acceptable.

        Of course, my week with a similarly option Fusion was actually better since the Fusion was easier to see out of and had Sync instead of Touch. And I guess that’s Lincoln’s real problem. For 300C and Genesis4.6 money, Lincoln gives you the same thing Ford gives you (in a slightly smaller package) in the top end Fusion.

    • 0 avatar
      Nostrathomas

      That’s probably actually what the rumor is about…the model names, not the brand itself. It makes too much sense.

    • 0 avatar
      Felis Concolor

      Agreed; the only change Lincoln should enact in the name department is for naming its products, not its division. Lincoln definitely needs to excise the alphabet soup for its offerings; even now names like Zephyr, Town Car and Continental evoke specific emotions and expectations, depending on whether someone is just starting out, has arrived, or may well own but not drive the automobile. MK-whatever does absolutely nothing for me, and I’m certain potential customers are also confused and put off by the array of meaningless letter combinations they are bombarded with.

      And stop chasing the Europeans; while a competent and capable chassis is de rigueur these days, corner carving should not come at the expense of making the external world disappear for the occupants, be they in the front seats or rear.

      • 0 avatar
        corntrollio

        “And stop chasing the Europeans; while a competent and capable chassis is de rigueur these days, corner carving should not come at the expense of making the external world disappear for the occupants, be they in the front seats or rear.”

        I’m always confused by this comment vis-a-vis Lincoln and Cadillac. The Europeans + Lexus are the competition. Why shouldn’t they chase the Europeans?

        Being a landyacht is what led to the current situation. Isn’t it time to change things up a little? Shouldn’t Lincoln and Cadillac strive for younger buyers and not geezers who want a luxo-barge?

      • 0 avatar
        NMGOM

        Felis Concolor…

        Despite my BMW propensities, I fully agree with you.

        Warning: RANT START

        There simply is a time and a place and a situation in which you DO NOT want to know or “feel” what the road is doing; you DO NOT care to hear engine, tire, or wind noise; you DO NOT care to be bolstered in a Recaro seat; and you DO NOT care to pull 1.00 g’s going around a bloody skid pad!

        Heretically, there really is a time to be anesthetized, desensitized, and pampered, — and be able to get from Albany, NY to Milwaukee, WI in 20 hours fully refreshed and comfortable, having endured the broken pavement of deteriorating interstates without even knowing it, and having listened to all of Beethoven’s symphonies in peace!

        GM, Ford, and Chrysler: are you listening? Stop chasing the Germans as an exclusive diet! Your cars provided something in the 1960′s that no others on earth could match. I drove a 1965 Lincoln Continental over compound RR tracks at 40 mph, and had to be reminded of it, as in “What RR tracks?” Find me a modern Mercedes S-Class or BMW 7-Series that can do that!

        There is a market place for pure driving comfort. Got it?

        Blessing: RANT STOP.

        ———————–

      • 0 avatar
        Luke42

        Town Car just means “retired old person” to me. Either that or “livery car”. No warm fuzzies for me on either one.

        Zephyr is cool, though,and has intrinsic meaning. It’s the west wind. Or one of several streamlined trains that were technological marvels in their day. Or, apparently, a Lincoln.model. It’s a great name, but the design of the vehicle would really have to embody all of that for it to really work. just renaming a MK-whatever to “zephyr” isn’t going to cut it. We need an art-deco inspired masterpiece inside and out.

        Classic art deco for the retirement car, steampunk version aimed at a younger and less reverent crowd.

      • 0 avatar
        dolorean

        @NMGOM. I agree with your RANTING; to a point that is. Cars such as the Panther class are excellant continent cruisers for the North American countries and Australia with LOOOOONNNNNNGGGGG open highways that flow in front of you in a ribbon of well-maintained asphalt and tar. Countries in Europe, for the most part, do not have an I-70 that travels laboriously from Kansas City to Denver that just-seems-to-never-end (don’t get me started on I-80), rather needing smaller vehicles for smaller, tighter roads. I drove my ’80 Lincoln Continental Mark IV from Raleigh, NC, to Denver, CO, back in 1991 and have never been more comfortable in a car for so many miles.

      • 0 avatar
        Gannet

        @NMGOM, agreed. That’s why I bought an LS430. It’s fabulous, the first car I’ve ever had rides better than late-60s/early-70s Detroit luxury iron. With that, it is as fast as the great majority of muscle cars and handles better than any of them. Even Lexus has moved more towards Euro-land in what has come since.

        I think there’s a real opening there for Lincoln to build a proper road car that isn’t tuned and tweaked for all the hyper-sport fanbois who much make up the majority of the automotive press. Build a car that’s GREAT at what Americans really use their cars for, build a car for the customers instead of the press – what a concept.

    • 0 avatar
      MRF 95 T-Bird

      Agreed, give the cars real names from their heritage Mark, Continental, Zephyr. Somehow the auto industry has lost it’s way when ditching heritage names. They are cars, not the latest PC model or OS. At least Chevy kept most of it’s names.

      Lincoln should use the 2015 Mustang RWD platform for 3,5 series and ATS, CTS sized sport sedans, coupes and wagons.

      • 0 avatar
        Lynchenstein

        My god, yes.

        While they’re at it, bring up some of the hot rods from down under. And make a Lincoln GT supercar. Make it incredible. Make it smoke the Vette and Viper, and make it as expensive as they want. Bring some goddamn COOL to the brand, a reason for people to be interested.

        I have no idea why I care about Lincoln, but I really want them to wake up and get on top of things. They remind me of RIM….sigh.

  • avatar
    el scotto

    I’m thinking if they rename, it will be Continental. The above link is good. IMHO Lincoln should be making the automotive equivalent of the Cartier tank watch. Let the others engage in Rolex arms race.

  • avatar
    el scotto

    My apologies to tatracitroensaab and geeber, I was (for once) in deep thought while you two posted, didn’t mean to copy

  • avatar
    Spartan

    Doesn’t matter what they name it. If they keep making upscale Fords, Ford won’t have to worry about Lincoln’s name because it won’t exist.

    Redesigned Ecoboost Navigator
    New RWD Coupe and Sedan
    Keep the other cars for the sake of volume

    • 0 avatar
      th009

      The RWD meme is popular on the Interwebz, but the reality is that few customers demand it, and many buyers don’t even know whether they have it.

      What a premium manufacturer needs is premium vehicles with sufficient differentiation (not just a new grille and a few extra toys) from their mass-market brethren. That can give you a start in building real brand equity — which will realistically take more than a decade.

      • 0 avatar
        Clarence

        +1 that RWD is not a demand of luxury car buyers. For some, getting AWD matters. But outside the snowbelt, I bet 75% or more would not be able to tell you whether their cars are RWD or FWD. The problems at Acura are due to design and planning failures, not the use of FWD.

    • 0 avatar
      jpolicke

      Infiniti isn’t doing badly selling upscale RWD Nissans. Bring back the Panther or Panther-like chassis with an Ecoboost engine. Without brand-specific vehicles the brand is as pointless as the market perceives it to be.

    • 0 avatar
      George B

      +1 on name doesn’t matter. I sometimes wonder if Ford is actively trying to get rid of Lincoln without having to buy out the few remaining stand-alone Lincoln dealers.

      I disagree that RWD will save Lincoln. After a generation of badge engineering, no intelligent American customer would attempt to communicate economic success by buying a Lincoln. If Lincoln fails to send a good message, why not save money and buy a loaded Ford equivalent?

  • avatar
    ChesterChi

    Blingcoln

  • avatar

    Andrew Johnson.

    • 0 avatar

      One of these days I’m going to finish putting Johnson’s correspondence course for auto body designers online. The National Automotive History Collection of the Detroit Public Library has a portfolio with a copy of the course. I took photos of it all and have deskewed and cropped the images, but putting it all together in an organized web site takes a lot of time.

  • avatar

    The brand isn’t tainted, just tarnished. It would cost Ford billions to rebrand its luxury marque and that’s not counting the billions in brand equity that they’d be walking away from.

    • 0 avatar
      tced2

      This is a situation similar to Cadillac. GM has spent billions re-working Cadillac. Ford should expect to do the same. Lincoln needs some real “Lincoln” models not just fancy Fords.

      • 0 avatar
        corntrollio

        It’s funny that both the Navigator and the Escalade haven’t become the Mark N/MKN and the ERX. Both are likely still selling well to the “gotta have 22s”/keep it ignorant (http://www.thetruthaboutcars.com/2012/08/next-gen-cadillac-escalade-to-remain-mad-ignorant/) crowd.

        Ironically, they are probably the closest to the landyachts that we associate as Caddys and Lincolns.

    • 0 avatar
      W.Minter

      No rebranding needed. According to WSJ Ford’s luxury brand will start with exclusive models and exclusive dealerships in China in 2014. Probably the rumor is about a new marque for this market … someone in Detroit perhaps studied the “launching luxury car brands in saturated markets” cases from the 90ies.

    • 0 avatar
      Luke42

      @Ronnie: the brand is more than damaged or tarnished. I’m in my 30s, and Lincoln has meant “you paid too much for a Ford” for my entire lifetime. Theyve started trying to build an actual brand out of Lincoln recently, but they’ve got years and billions of dollars to go before Lincoln is a standalone brand again.

      Ditching Mercury (“how exactly is that not a Ford, again? I blinked when you were pointing out the difference.”) was the right choice for sure.

  • avatar
    Pch101

    Legacy nameplates are all the rage these days, so you know what this means: Edsel is back, baby.

    • 0 avatar
      cfclark

      Beat me to it! Go horse-collar grille or go home.

      (Although having a Continental somewhere in the lineup or renaming the whole thing Continental would be more logical.)

  • avatar
    gottacook

    Among current brand names, Lincoln is as old and musty as it gets. Sure, the names Chevrolet, Dodge, Chrysler, Buick, Cadillac, etc. are all quite old as well, but those were the names of the guys who started the companies. By contrast, Lincoln’s name was chosen by Henry Leland (who started the company in 1917 and sold out to Ford in 1922) and it was one of a number of cars of that era named for long-dead presidents.

    When I was a kid in the 1960s, people referred to the car as a “Lincoln Continental”; no one ever called it simply a Lincoln. Indeed, the name Lincoln didn’t even appear on the exterior of the car from 1961 through 1969; in the 1970s “Lincoln” appeared only as narrow block letters combined with a much larger script “Continental” on the driver’s-side headlamp door on the 1970-72 and 1975-79 models. (The 1973 had “Continental” in block letters atop the grille and script “Lincoln” over the headlamp door; the ’74 had just the opposite.) As for the Mark series of cars through the 1979 Mark V, they were never called “Lincoln” even in brochures.

    My point is that for many years Ford itself did not emphasize that these cars were “Lincolns,” and those are the cars everyone remembers fondly. So absolutely the name should be dumped; President Lincoln is sufficiently well remembered that Leland’s honoring him in this way can be discontinued.

    • 0 avatar

      For all the years that the Lincoln Continental was around, there was also a Bentley Continental. And since both Bentley and Rolls-Royce never really use new names (but recycle or alter old ones), of course it was the British luxury brand’s Continental that outlasted the American one.

      But how on earth did they both tolerate having a vehicle called the Continental? I’ve always wondered…

    • 0 avatar
      ranwhenparked

      Cadillac was not named for it’s founder, it was named by Henry Leland after yet another historical figure he admired.

      • 0 avatar
        gottacook

        Oops, sorry about that. But it makes me wonder:

        How would things be different today if Leland had sold Lincoln to GM and Cadillac to Ford? Is there something intrinsic about the names – perhaps even in the sound of the names – that would have led the two marques to the same present-day status that they have now, if Lincoln had been a GM division and Cadillac a Ford division?

      • 0 avatar
        ranwhenparked

        @gottacook

        Ford would have screwed up Cadillac, and the CTS would be a Lincoln.

        As it happens, Cadillac sort of is Ford, or at least an earlier version of it. The company was originally founded in 1901 as the Henry Ford Company (Henry Ford’s second automotive venture), but Ford himself resigned in 1902 after repeated clashes with the board and took the rights to his name (which the company had only licensed) with him. The board originally planned to close up and liquidate, and hired Henry Leland to appraise their property, plant, and equipment in preparation for a sale. Leland convinced them there was more value as a going concern, and the Henry Ford Company reincorporated as the Cadillac Motor Car Company in 1902, going on to be acquired by General Motors in 1909.

      • 0 avatar
        Robert.Walter

        Think about tweaking it for the Chinese market:

        “Rincorn”.

      • 0 avatar
        sunridge place

        Sopranos greatness

        http://www.youtube.com/watch?v=oJCDzdxiJEo

  • avatar
    mr_muttonchops

    With Volvo and Jaguar out of the picture, Ford doesn’t have an international luxury brand outside of their platinum series of Fords. Renaming Lincoln could be an attempt to create a global luxury brand, since the Lincoln name may not have much significance outside of the US.

    • 0 avatar

      That’s true, not to mention the fact that they no longer have uber-expensive Aston Martin. However, I think it would be just as hard–if not harder–for Ford to start internationally.

      In fact it would be a waste of time and money. It would take several years before Ford ever made a profit off of such a venture, and it is quite likely that it would still be regarded as second-rate when compared to Audi, BMW, Jaguar, Lexus and Mercedes-Benz.

      What Ford *should* do, since it has the Lincoln name in North America, is create a competent and desirable portfolio of premium products and garner back customers who have since migrated to Cadillac or to foreign luxury automakers.

      • 0 avatar
        oldfatandrich

        Kyree, you should telegraph the last paragraph to Dearborn. I have driven a Benz for 20 years and I would like nothing better than to drive a high quality premium car build by Ford in North America. FoMoCo already knows how to make great cars and there is no reason that they cannot produce a true RWD luxury car for people like me (65) who remember the exquisite Lincolns of the early sixties. Whether the return on the enormous investment in time and capital would justify such a product decision is an open question for the Board of the Ford Motor Company.

    • 0 avatar

      In Brazil at least, my impression is that both Cadillac and Lincoln have virtually disappeared from the minds of casual car guys. Among aficionados, most (almost all I’d say) recognize the Cadillac name though many wouldn’t know what one looks like, or what it stands for. Lincoln though, even among car guys is a virtual unknown.

      Now, I bet that would be true for most of the world. That is a challenge but it’s also an opportunity. Lincoln and Cadillac could start fresh and do whatever nthey like the world over. Thre’s no legacy to respect. a 4 cylinder Caddy? No problem! This would be easier for Cadillac than for Lincoln though because of the greater name recognition of Cadillac.

    • 0 avatar
      Pch101

      “Renaming Lincoln could be an attempt to create a global luxury brand, since the Lincoln name may not have much significance outside of the US.”

      Folks, we have a winner. The world is a much bigger place than just the United States, particularly with the future of luxury car sales.

      However, I suspect that Ford will extend its “One Ford” strategy to branding, by attempting to have one global brand that does everything from city cars to luxury sedans. There won’t be a second brand, they’ll just phase out Lincoln and replace those with more expensive Fords (perhaps supplemented with a sub brand that tries to set the luxury cars apart within the Ford lineup.)

      And all of this is highly speculative. Farley gave a non-answer that was more vague than anything else. He may have just been blowing the reporter off.

      • 0 avatar
        Luke42

        This would be at This would be more sensible than what i advocated above!

      • 0 avatar
        CoreyDL

        This sounds about right. They’ll phase the Lincoln models out, maybe interim models called the “MKT-L” with the L representing that it was formerly a Lincoln. Or perhaps, the Ford-Lincoln so-and-so (Like Datsun-Nissan). Eventually the special lux models will be the Taurus-L or Taurus Ghia, or Taurus Spec-L. (This puts me in mind of the differences in Japan between the Toyota Crown and the Crown Majesta.)

  • avatar
    jeoff

    whatever they name it–it better sound good in Chinese–

  • avatar
    garythompson

    In light of recent Lincoln grilles how about Cetacea?

  • avatar
    86SN2001

    Lincoln becomes more of a joke everyday. Crazy how inept Ford is. They couldn’t turn around a merry go round .

    • 0 avatar
      moedaman

      “Lincoln becomes more of a joke everyday. Crazy how inept Ford is. They couldn’t turn around a merry go round.”

      Yep, that bankruptcy really hurt them. Oh wait! They’re the only US-based automaker who didn’t go that route!

  • avatar
    ranwhenparked

    Why on earth would they do this? The only thing Lincoln really has going for it right now is it’s diminishing core of loyal buyers that keep coming back because they respect what the brand once stood for.

    If they rename it, they will have a brand that nobody recognizes being used on products that are still not good enough to attract conquest sales from the imports, let alone Cadillac. A brand with equity and a frame of reference carried by uncompetitive products is still better than a totally unknown and unfamiliar brand carried by uncompetitive products.

    Toyota was able to make such an astounding success of Lexus in such short time because the products weren’t just acceptable, they were really, really good. The early LS was so overbuilt, so overengineered, that buyers didn’t care whether they recognized that “L” badge on the grille or not, they just had to have that car.

    Ford has shown no signs of giving Lincoln (or whatever else it’s going to be called) that sort of product, so a rebranding would only be self-destructive.

    Besides, given their recent history, they’d probably just pick some stupid nonsense name like “LCX Division” or something. Picture that – what’s better than a Lincoln MKS? Why, an LCX MKS of course.

  • avatar

    If this is true …… I could create a list of everything wrong with this idea but it seems simpler to simply say

    It’a all about the product stupid

  • avatar
    oldyak

    actually in my memory Lincolns have made exceptionally BLAND cars for many a year now.
    Continentals for the last 20 years have been a side show with no return.
    The Mark series is LONG GONE..
    The L.S.(their Big chance) was ugly!
    The only thing I can think of to save the brand is to bring back three models and scrap the SUV`s.
    Bring back a Mark that is a 2 door Luxury coup with impeccable styling.
    Bring back the 4 suicide door Continental following the original shape.
    and Keep the pick up truck!!!
    Totally the ONLY Lincoln that respects the brand!

  • avatar
    Dockonk

    Lincoln’s problem is not the brand name. The problem has been lack of product and IMHO the lack of product names. I have taken to calling their products MK-Taurus, MK-Edge, MK-Fusion etc. I’ve been a car guy all my life and cannot for the life of me figure out what a Z, S, or whatever is supposed to call to mind. Once they get some product I truly hope they get some vehicle names that evoke a sense of romance/aspiration. And please do not waste ‘Continental’ on some obviously rebadged Ford.

  • avatar
    KitaIkki

    Nothing wrong with Lincoln that a new 420hp V8 RWD Continental with suicide doors won’t fix. The 1961 “Space Age” styling is still as fresh as ever. Looks more dignified than any BMW or MB today.

  • avatar
    Polar Bear

    Bring back president names for cars.

    How about the Clinton Escort?

  • avatar
    denster2u

    From the looks of that new Lincoln, how about … “Edsel”?

  • avatar
    oldowl

    Lincoln Rushmore?

  • avatar
    kkt

    I’ll echo that Lincoln should ditch the MkABC names. Yes, the Europeans use letters or numbers, but they mostly make sense as a consistent series. Lincoln’s are pulled out of a hat.

    I’d like them to make a 2-door convertible based loosely on a Mustang, a bit smaller than the last Mark series. Put money into the interior, a retractable hard top, independent rear suspension, style it more conservatively and less ‘arrest me’ and I bet it would sell pretty well to people in their 30s to 60s at $7 to $10K more than the related Mustang.

  • avatar
    Keith_93

    They just need another dead president name.

    Who wouldn’t want to be behind the wheel of a Hoover? The built-in auto vacuum would be a prestigious luxury feature.

  • avatar
    Tinker

    Why bother? Let it rot away in decay. Or they could switch from MKx to DKx. And of course DK dos not mean Decay. . DKZ? the last word in DK?

    Or they could use their Mexican assembly plants to advantage, call the new brand Rincon’. Then you could start over with the Rincon Navigator. But Rincon’ might imply a cornering ability they don’t possess.

  • avatar
    Dave M.

    I think Lincoln is a fine name. Yes, get rid of the MK nonsense. Utilize the new Mustang platform for a coupe, vert and sedan. Stretch it for your big sedan. Keep the MkZ. Develop something small and sporting off the highly competent Focus chassis.

  • avatar
    Lightspeed

    they need to reduce their model line up to three vehicles.
    The best livery car in the world and with a hybrid drivetrain.
    A world class full-size LS competitor (Lincoln’s real competition, not the Germans)
    A shooting-brake like the Land Rover Evoque.

  • avatar
    dude500

    Given that GM was able to revitalize the Cadillac and Buick nameplates by creating interesting cars, I don’t think the Lincoln name is the issue for why the company is floundering.

  • avatar
    JK43123

    Or at the very least use letters that sound different. MKX and MKS? It’s no wonder people can’t tell them apart!

    John

  • avatar
    Lynn E.

    I think NMGOM in his rant above is partly correct. His idea was to go all out to make an extremely comfortable car and stop chasing after other brands specs.

    I would go even farther. Why kill a brand when it could be used to experiment with? Why not build a car with every advancement possible? A car that outdoes the electric Tesla S or a hydrogen powered car?

    Forget about making an expensive Ford, make a car that costs over $120,000 and is farmed out to a totally different manufacturer for assembly if necessary.

    We need something from Ford or GM that shows off every advancement available.

    • 0 avatar
      Luke42

      I like this idea, too. I’m a geek ans tech entueusiast,
      and the Prius has been one of the only cars built in the last decade that has something genuinely interesting under the hood – though a few more have been added to the “interesting car” lineup recently. Finding new ways of building a car is kind of an Internet easter egg hunt. A brand that is always experimenting with something new and innovative would be something that I would actually identify with.

      I found that the Volt did a nice job justifying the price as a whole package of innovative technology, great NVH, and a classy interior. Its only failing for me personally is that, while it held our carseat just fine, it wasn’t as family-friendly as the aging cars that we already own. But still there are people out there who value tech+comfort – and we might be a big enough segment to be worth serving.
      P.S. When I see one of the new Buicks, my first though it that its a nice enough car. My second thought is “why bother”, because it has a conventional drivetrain.

  • avatar
    Skink

    Booth.

    Too soon?

    “I’d prefer a Booth”.

  • avatar
    ranwhenparked

    Just found this thread on LincolnOwners.com from back in September: http://www.lincolnforums.com/forums/topic/10374-fords-farley-addresses-the-burden-of-being-lincoln/

    The rumor is that Lincoln will be rebranded as “Lincoln Motor Company”, to fit the boutique image they’re trying to create and put more distance between them and the FoMoCo parent company.

    It would also be pretty easy to shorten Lincoln Motor Company to “LMC” later on, should they so choose.

  • avatar
    moedaman

    It really doesn’t matter if Ford renames the division or the vehicles. As long as they’re nothing more than Ford’s with some extras, they’ll never matter in the marketplace. Lincoln needs to sell at least some products that aren’t available from Ford. This is what is helping Cadillac. But if Ford just goes “cheap” with Lincoln products, they might as well close it up and push their “Plantinum” series as luxury or near-luxury vehicles.

  • avatar
    RobertRyan

    @dolorean said:
    “Cars such as the Panther class are excellant continent cruisers for the North American countries and Australia with LOOOOONNNNNNGGGGG open highways that flow in front of you in a ribbon of well-maintained asphalt and tar.”

    Never sold the Panther cars here. Falcon large wheelbase cars different chassis.

    “Countries in Europe, for the most part, do not have an I-70 that travels laboriously from Kansas City to Denver that just-seems-to-never-end (don’t get me started on I-80)”

    Contrary to what you think they do have endless Freeways. The Problem is they have very narrow side roads when you come off those Freeways. You could easily have driven that Lincoln on many Freeways in Europe.

  • avatar
    jimbob457

    Jefferson Davis?

  • avatar
    RHD

    Lincoln could start their comeback with a unique, retro-futuristic high-performance two-seater sports coupe. It should have a glass roof, auxiliary engines on each wheel, cutting edge technology and rear wheel drive.
    They could call it the “Mark 5″…


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