In my opinion, Mazda's naming for the Mazda2/3/5/6 is the best in the industry, and what Ford wanted with Lincoln. "I bought a LINCOLN mks, a LINCOLN mkx, a LINCOLN mkz, a LINCOLN mkt, etc, etc." To that end it clearly is not as successful, but I don't think they are any worse than their competitors. I also think that there is more value placed on the historic names in theory than there are in reality. I don't think an MKS called a Continental would be any more successful, in fact, I think it might be less so.