Lincoln Turning To Proper Names For Future Models

Cameron Aubernon
by Cameron Aubernon
lincoln turning to proper names for future models

Just as Cadillac embraces an all-new set of alphanumeric naming schemes, Lincoln is deciding that proper names may be better after all.

Ford President of the Americas Joe Hinrichs told reporters attending an industry breakfast hosted by Detroit law firm Dawda Mann that his company was “very excited about the Continental name and the attention it’s gotten,” Automotive News says. Lincoln had made it known during the Continental Concept’s appearance at the 2015 New York Auto Show this month that the production model — set to replace the outgoing MKS — would also be called Continental.

Hinrichs also had this to say about the MK nomenclature as a whole:

I get it. I know MKX and C and Z and T. I’ve studied them very well. I know them well, but we also understand the issue. It’s, frankly, where the auto industry — the premium industry — has gone, if you look at all the nameplates. But another way Lincoln could distinguish itself is to leverage its heritage. So I’ll leave it at that.

The MK scheme was originally thought of as a tribute to the Continental Mark series, though then-CEO Alan Mulally told the media at the time that he wasn’t enamored with the scheme; he would later come to terms with the change. Now that Lincoln is coming back under the tutelage of current CEO Mark Fields, however, one of the ways it aims to stand apart from other premium brands is to return to using names like Continental, Town Car et al.

Proper names may also help on the showroom floor: while sales of the MK models are down 7.2 percent thus far in 2015, sales of the Navigator — the sole bearer of a proper name in Lincoln’s lineup — have climbed 84 percent over the same period, though part of that could be attributed to lower prices at the pump fueling renewed overall demand for trucks and SUVs, as well.

[Photo credit: Lincoln]

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  • Ceipower Ceipower on Apr 22, 2015

    Hooray!! Pasting letters on a car trunk lid does not make it a luxury car , nor does it make it a good car. Geez , Maybe there's hope for the dim wits running Acura......bring back Legend,Integra,& Vigor. Dare to dream....

    • Buickman Buickman on Apr 22, 2015

      dumbest comment in this thread. you have a lot to learn about the car biz.

  • VenomV12 VenomV12 on Apr 23, 2015

    The incredible Continental and the going back to proper names will be a major part of the reason of why Lincoln will destroy Cadillac in the near future.

  • Denis Jeep have other cars?!?
  • Darren Mertz In 2000, after reading the glowing reviews from c/d in 1998, I decided that was the car for me (yep, it took me 2 years to make up my mind). I found a 1999 with 24k on the clock at a local Volvo dealership. I think the salesman was more impressed with it than I was. It was everything I had hoped for. Comfortable, stylish, roomy, refined, efficient, flexible, ... I can't think of more superlatives right now but there are likely more. I had that car until just last year at this time. A red light runner t-boned me and my partner who was in the passenger seat. The cops estimate the other driver hit us at about 50 mph - on a city street. My partner wasn't visibly injured (when the seat air bag went off it shoved him out of the way of the intruding car) but his hip was rather tweaked. My car, though, was gone. I cried like a baby when they towed it away. I ruminated for months trying to decide how to replace it. Luckily, we had my 1998 SAAB 9000 as a spare car to use. I decided early on that there would be no new car considered. I loathe touch screens. I'm also not a fan of climate control. Months went by. I decided to keep looking for another B5 Passat. As the author wrote, the B5.5 just looked 'over done'. October this past year I found my Cinderella slipper - an early 2001. Same silver color. Same black leather interior. Same 1.8T engine. Same 5 speed manual transmission. I was happier than a pig in sh!t. But a little sad also. I had replaced my baby. But life goes on. I drive it every day to work which takes me over some rather twisty freeway ramps. I love the light snarel as I charge up some steep hills on my way home. So, I'm a dyed-in-the-wool Passat guy.
  • Paul Mezhir As awful as the styling was on these cars, they were beautifully assembled and extremely well finished for the day. The doors closed solidly, the ride was extremely quiet and the absence of squeaks and rattles was commendable. As for styling? Everything's beautiful in it's own way.....except for the VI's proportions were just odd: the passenger compartment and wheelbase seemed to be way too short, especially compared to the VI sedan. Even the short-lived Town Coupe had much better proportions. None of the fox-body Lincolns could compare to the beautiful proportions of the Mark was the epitome of long, low, sleek and elegant. The proportions were just about perfect from every angle.
  • ToolGuy Silhouetting yourself on a ridge like that is an excellent way to get yourself shot ( Skylining)."Don't you know there's a special military operation on?"
  • ToolGuy When Farley says “like the Millennium Falcon” he means "fully updatable" and "constantly improving" -- it's right there in the Car and Driver article (and makes perfect sense).