One of the biggest issues with Lincoln deals with their nomenclature. The MK-insert letter naming system has brought confusion buyers and people who cover the industry. Saying you own a MKZ for example either meant no one understood what you said or had people wondering if that was the sedan or a crossover. But Automotive News says that common sense has possibly returned to Lincoln and that actual names is in the cards.
“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,” said Joe Hinrichs, Ford Motor Co.’s president of the Americas.
“Without divulging the future. We’re very excited about the Continental name and the attention it’s gotten.”
A lot of this talk sparked when Lincoln pulled the covers off the Continental Concept and became a big hit.
Source: Automotive News (Subscription Required)