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Lincoln To Stick With MK(Insert odd letter here) Naming Scheme


William Maley
Editor/Reporter - CheersandGears.com
January 17, 2012

If you’re one of those people who doesn’t understands Lincoln's alphabet soup naming and just wished the brand would return to using actual names, you’re not going to be happy with this news.

Last year, Ford CEO Alan Mulally hinted that Lincoln would drop the MK-alphabet soup and go back to using actual names.

But it looks like that idea has gone into the trash. At the 2012 Detroit Auto Show, Lincoln showed off the MKZ Concept, indicating the Zephyr name probably wouldn't be revived.

"What I've learned in my career is it's product that matters, not the name," said Jim Farley, Ford's marketing chief to reporters.

In a separate interview, Mulally said he had come to terms with the current naming structure at Lincoln.

Source: USA Today
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24 Comments

So you could name change the name of the Focus to the Ford SkankButt and it wouldn't matter?

People do not like the MK names.... not at all.
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If enthusiasts have trouble remembering what an MKS or an MKZ is, how is an average consumer supposed to know?
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I don't even remember what they call the Edge rebagde, MKsomething.
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They should have 1 sports coupe called the Mark (insert #) and that's it! Lincoln is so downscale that the only thing that can class it up are some classy names. Town Car, Continental, Cosmopolitan, Versailles, etc.
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The naming scheme has been a disaster since the day they introduced it and the guy himself mispronounced the product, not sure if it should be "Mark Z" or "M-K-Z".
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One thing weird w/ their naming scheme is there is no progression...MKZ is the junior car to the MKS instead of the other way around...MKT sort of fits relative to MKS, though...
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If names don't matter, why was 500 axed for Taurus after 2 years. Why is the Navigator still the Navigator and not the MKN? The MKnames are dumb, as are all alphabet soup names with no meaning. They should go back to words, especially since they aren't selling cars outside of North America anyway.

But the Lincoln product is no good either.
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One thing weird w/ their naming scheme is there is no progression...MKZ is the junior car to the MKS instead of the other way around...MKT sort of fits relative to MKS, though...


mercedees is just as messed up really; B, C, E, then S. suvs : G is the most expensive, then GL, then R, then M, then GLK. Then the sprinter, which fit's the 'pattern' nowhere.

Personally, I abhor overtly simplistic naming schemes, like it's aimed at children.

Lincoln MK( ) is the pits, tho.
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Nobody remembers the MK vehicle names. They always get the wrong last letter. This to me is a high indicator of a failed naming strategy.

Cadillac is nearly as forgettable with their scheme, but I think with the first letter being the variant instead of the last, it helps a smidge to ease confusion. Just a smidge.
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Someone made a case in the ivory tower and got to keep their job since they justified this terrible naming scheme. They should have that person get in front of the camera and answer the crazy questions.

I agree with everyone Their Naming sucks!!!
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maybe we should start a petition...
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That would be a fun thing to do and bring attention to the total lack of imagination in the auto industry for names.

WAKE UP AND SMELL THE COFFEE

BMW, MB, Cadillac, Audi, Porsche, Lincoln,

Who else follows the stupid letters or numbers thing.

Names always are better IMO.
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maybe we should start a petition...


I'll sign it!
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They should change their naming scheme MO PDQ before they're SOL.
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That idea has gone into the trash-

 

along with Lincoln's sales

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MK-I; MK-II; etc. would make for an interesting naming progression, and one based on MK as Mrk something... That would be Alhpanumerics with a connection to Licoln's past prosperity :AH-HA:

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The grille work of Lincoln's bother me more than the names.

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The lack of a strong design theme is what bothers me most... by leaving the silhouette basically similar to Fords they end up with the perception that they are just Fords with a fancy grille. Buick may use all the same platforms as Chevy, but there is substantially better visual differentiation between the brands.

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The lack of a strong design theme is what bothers me most... by leaving the silhouette basically similar to Fords they end up with the perception that they are just Fords with a fancy grille. Buick may use all the same platforms as Chevy, but there is substantially better visual differentiation between the brands.

 

That was true for a very long time, but the new MKZ looks nothing like a Fusion, so hopefully that's the first step in finally giving Lincoln it's own identity with each subsequent model they release.  I find the new MKZ very distinctive and appealing from the A-pillar back.  I think the front needs some work, but it overall its great design and hopefully a sign of good things to come.

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I have no problem if there was ONE 'MK-' name, but when they're all of the same ilk, bleck.

 

I agree that the MKZ (I had to googleimage it to see if I was referencing the right one) is distinctive and expressive.

I just saw that 'self-steer' vid- the techies will eat it up but all it will do is enable texting while driving. Well, if a grandchild was driving their grandparent's car, that is.

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The lack of a strong design theme is what bothers me most... by leaving the silhouette basically similar to Fords they end up with the perception that they are just Fords with a fancy grille. Buick may use all the same platforms as Chevy, but there is substantially better visual differentiation between the brands.

 

That was true for a very long time, but the new MKZ looks nothing like a Fusion, so hopefully that's the first step in finally giving Lincoln it's own identity with each subsequent model they release.  I find the new MKZ very distinctive and appealing from the A-pillar back.  I think the front needs some work, but it overall its great design and hopefully a sign of good things to come.

Side Profile Screams Volvo to me. The Rear is truly a break and does not say Rebadged Ford. The front end is just plain awful IMHO.



I have no problem if there was ONE 'MK-' name, but when they're all of the same ilk, bleck.

 

I agree that the MKZ (I had to googleimage it to see if I was referencing the right one) is distinctive and expressive.

I just saw that 'self-steer' vid- the techies will eat it up but all it will do is enable texting while driving. Well, if a grandchild was driving their grandparent's car, that is.

 

I agree that their whole MK........... naming system will end up confusing people as the 3rd letter does nothing to tell you if it is a car, CUV, SUV, Hybrid, Truck etc.

 

I have come to the feeling that most auto companies have lost any common sense in their ability to name auto's with a solid market driving name and auto identity.

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>>"the 3rd letter does nothing to tell you if it is a car, CUV, SUV, Hybrid, Truck etc."<<

 

No; I reject this overly-simplistic system. Rampant homogenization is draining the last shreds of soul out of automobiles. 

If a person can't look at an SUV and tell it's an SUV without reading a code letter, screw 'em.

And as for more & more OEMs stuffing engine liters into vehicle 'names', screw their lack of creativity.

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>>"the 3rd letter does nothing to tell you if it is a car, CUV, SUV, Hybrid, Truck etc."<<

 

No; I reject this overly-simplistic system. Rampant homogenization is draining the last shreds of soul out of automobiles. 

If a person can't look at an SUV and tell it's an SUV without reading a code letter, screw 'em.

And as for more & more OEMs stuffing engine liters into vehicle 'names', screw their lack of creativity.

 

It's not that.  It's that in discussion saying "I drive a Lincoln MKX" and then the person says "Is that the car or the SUV?"  Even worse is Lincoln MKT.... "OH I loved that Lincoln Truck!"

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But that's dumbing your entire identification system down to the LCD- who wants to do that?? The vast majority of consumers have no earthly idea what a E350 is, more probably identify it as a cube van than a mercedees 4-dr.

No manufacturer should bend over to the clueless. So some don't know what it is by the moniker alone in conversation, either they learn these things or continue to look stupid.

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