Ahoy! Lincoln's Next MKC Might Debut As the 'Corsair'

by Matt Posky

Published: June 18th, 2018

ahoy lincoln s next mkc might debut as the corsair

Alphanumeric naming strategies don’t seem to work particularly well on American cars. There are exceptions, Chrysler’s 300 and the Ford F-Series come to mind, but usually you get a name and then a string of numbers and letters tacked on to denote badassery or size when applicable. While this is just a personal theory, it really seemed like America’s luxury brands were just trying to copy the Germans when they collectively made the swap and everyone noticed.

While alphanumeric monikers help automakers avoid certain issues in countries where a word may hold a different meaning, they aren’t particularly imaginative. It also distances new models from established names that help to move units on brand recognition alone. That isn’t to suggest those names are inherently better, but going against tradition can definitely work against you.

Lincoln knows that better than most, and has decided to give the MKC a real name for its 2020 redesign.

According to Automotive News, dealers were shown the Corsair, along with the next-generation Ford Escape, Explorer, Mach 1 battery-electric crossover, a small off-roader, and a Lincoln Continental with suicide doors late last month at a meeting in Orlando.

While the attendees noted that Ford said it may not use the Corsair name on the new MKC, the company has already patented it. The Lincoln brand is keen to ditch its old MK naming scheme, which just about everyone hated. Being linked to privateers and sailing, the Corsair could be a good fit alongside the Aviator, Navigator, and Nautilus, too. It definitely sounds better than simply calling the model “the pirate” or using a less imposing ship name like yawl or skiff. Brigantine might work in a pinch, though.

Assuming it adopts the name, the Lincoln Corsair is expected to drop anchor in dealer lots in 2020 as a 2021 model.

[Image: Ford Motor Co.]

#2021LincolnMKC #AutomotiveIndustry #LincolnCorsair #LincolnMkc #Marketing #NamingStrategies

Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

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3 of 89 comments

Zipper69 on Jun 20, 2018

I guess there was a drop in brain power at some stage, it was clear to us growing up that "Mk" meant "Mark" followed by a Roman numeral, so we all knew that MkVII translated as "Mark Seven" When did Lincoln throw in the towel and admit the buying public is full of illiterate morons? MKZ ? er...no, it's supposed to have a number, nitwit...oh, never mind.

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- Lorenzo on Jun 21, 2018
  
  Somebody at Ford may have found the old phrase "nobody ever went broke underestimating the intelligence of the American public. A recent report noted that both aptitude test scores and standardized IQ test scores administered by schools have been dropping steadily for over a decade. You might be inclined to blame the tests, but the Park Service in Hawaii recently issued a warning to tourists not to try to roast marshmallows over the lava. They were posing for pictures.
  
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Akear on Mar 27, 2019

I loathe SUVs, but I have to admit Lincoln SUVs are quit attractive.

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