mettech Posted January 11, 2011 Share Posted January 11, 2011 CEO Alan Mulally, holding forth with a small group of reporters last night including Drive On, says that Ford now has "a perfect opportunity" to improve Lincoln to the level of competitors like Lexus, Mercedes-Benz and BMW. "This is an opportunity for us," he said. Right now, Lincoln is stacked with too many lightly disguised corporate clones. Mulally says the brand has some breathtaking designs in the works that will raise the level of the brand. And names like MKX, MKS and MKZ that confuse buyers and dealers alike may be on the way out. That's the MKZ Hybrid pictured above, a virtual corporate clone of the Ford Fusion Hybrid. He said he was told that the confusing names made sense because it forced everyone to say "Lincoln" before they said the letters. But now he sounds unconvinced and making name changes is "one thing we're thinking about going forward." USA Today Quote Link to comment Share on other sites More sharing options...
bzcat Posted January 11, 2011 Share Posted January 11, 2011 Continental is pretty good name to revive for the MKS mid cycle update... :reading: Quote Link to comment Share on other sites More sharing options...
BORG Posted January 11, 2011 Share Posted January 11, 2011 (edited) Continental is pretty good name to revive for the MKS mid cycle update... :reading: It would make the MKS more appealing to the older crowd which currently doesn't understand what "MKS" means. Of course, I have vowed NEVER to buy another "Continental", I hated that car and hate the name...most embarassing ride I ever bought. Edited January 11, 2011 by BORG 1 Quote Link to comment Share on other sites More sharing options...
NickF1011 Posted January 11, 2011 Share Posted January 11, 2011 Just as long as they don't revive "Town Car". :boring: Quote Link to comment Share on other sites More sharing options...
aneekr Posted January 11, 2011 Share Posted January 11, 2011 (edited) Mulally says the brand has some breathtaking designs in the works that will raise the level of the brand. And names like MKX, MKS and MKZ that confuse buyers and dealers alike may be on the way out. :shades: Does this mean that the vehicles that currently comprise the Lincoln lineup are themselves on their way out very soon? :happy feet: Edited January 11, 2011 by aneekr Quote Link to comment Share on other sites More sharing options...
NickF1011 Posted January 11, 2011 Share Posted January 11, 2011 :shades: Does this mean that the vehicles that currently comprise the Lincoln lineup are themselves on their way out very soon? :happy feet: Depends what you call "very soon". Most of this won't be happening until at least the 2014 model year or so. Quote Link to comment Share on other sites More sharing options...
silvrsvt Posted January 11, 2011 Share Posted January 11, 2011 If he wants them to be like BMW, MB and Lexus, can always give them numberic names like they have Quote Link to comment Share on other sites More sharing options...
mettech Posted January 11, 2011 Author Share Posted January 11, 2011 Peter M. De Lorenzo was allowed to look a some of the new Lincoln ideas last year. He said on Autoline that he thought the models were the best he has ever seen and they were "breath taking". Quote Link to comment Share on other sites More sharing options...
twintornados Posted January 11, 2011 Share Posted January 11, 2011 Oh goody.....a new Versailles hybrid is just what is needed to reinvigorate sales Quote Link to comment Share on other sites More sharing options...
PREMiERdrum Posted January 11, 2011 Share Posted January 11, 2011 (edited) We should at least be seeing the MKS MCE, "new Navigator", and MKEscape in the next 18 months or so. These will be indicative to me as to how serious they are taking this. Edited January 11, 2011 by PREMiERdrum Quote Link to comment Share on other sites More sharing options...
Edstock Posted January 11, 2011 Share Posted January 11, 2011 De Lorenzo can be a blowhard, but if he's impressed, IMHO, that's a very good sign. Quote Link to comment Share on other sites More sharing options...
LincolnV Posted January 11, 2011 Share Posted January 11, 2011 It would make the MKS more appealing to the older crowd which currently doesn't understand what "MKS" means. Of course, I have vowed NEVER to buy another "Continental", I hated that car and hate the name...most embarassing ride I ever bought. Flat out no. If they bring back the Continental name its got to be put on something a lot better than an MKS. I sincerely hope they don't start renaming existing vehicles if they go the route of actual names. The renaming of Zephyr with MKZ was just plain silly. As for people needing to identify with the "Llincoln" brand ahead of the car name, that can be handled with creative advertising which up until Farley arrived, just plain did not exist. Quote Link to comment Share on other sites More sharing options...
timmm55 Posted January 12, 2011 Share Posted January 12, 2011 It would make the MKS more appealing to the older crowd which currently doesn't understand what "MKS" means. Of course, I have vowed NEVER to buy another "Continental", I hated that car and hate the name...most embarassing ride I ever bought. Was the '39 Continental an embarrassment? The 56? The 61? The Mark III? 3 Quote Link to comment Share on other sites More sharing options...
saintlaz1 Posted January 12, 2011 Share Posted January 12, 2011 I would perfer all new names; i dont think there is much heritage names in Lincoln besides contienental , town car and the Mark series. I think what went wrong with the MK thing is that it should have just been Mark Z, Mark X, etc.... i think it adds more that just the MK. BTW i have no new name suggestions. Quote Link to comment Share on other sites More sharing options...
stpatrick90 Posted January 12, 2011 Share Posted January 12, 2011 I must be in a small minority that actually likes the MK names. At this point reverting back to normal names would garner Lincoln unneeded flack at a time when it needs good press. Quote Link to comment Share on other sites More sharing options...
Versa-Tech Posted January 12, 2011 Share Posted January 12, 2011 I could see them reaching Lexus level. I would be amazed if they ever delivered anything close to a BMW's prestige level. Quote Link to comment Share on other sites More sharing options...
ANTAUS Posted January 12, 2011 Share Posted January 12, 2011 They could come up with other letters, they just dont have to be MK THIS, MK that, MK your momma, and thats the confusing part. I'm not against naming schemes we discussed years ago like "Continental Sedan" would be CS..."Town Car" would take "TC", etc. That was a good idea for naming migration. Now they can do pretty much anything. Give "S" for Sedan. So if it's a compact sedan, then Lincoln CS. Midsize sedan, "Lincoln MS" or some other type... Quote Link to comment Share on other sites More sharing options...
ds91776 Posted January 12, 2011 Share Posted January 12, 2011 Names is the way to go. I don't HATE the MK* scheme ( and I don't understand why even the Press Corps gets it wrong...it isn't rocket science ) but lots of people do....and it would set Lincoln apart from the "me too" crowd of alpha-numerics. Future C car should be[b] Interceptor [/b] MKZ should turn into Zephyr MKS should turn into Continental Possible future flagship should be Sentinel future coupe/ hard top convertible should be MARK IX Future small crossover should be Niagra MKX should turn into Aviator MKT ( if it survives ) should turn into Atlantic Navigator should stay as is. 1 Quote Link to comment Share on other sites More sharing options...
mustang let back Posted January 12, 2011 Share Posted January 12, 2011 they better figure out a way to make a 575hp lincoln 6speed.to compete. :happy feet: Quote Link to comment Share on other sites More sharing options...
sullynd Posted January 12, 2011 Share Posted January 12, 2011 I'm conflicted on the naming. Clearly the MkNaming is confusing to many, but I'm not sold on heritage names (except maybe Continental - Provided the vehicle is stunning). It always kills me when I see Cadillac fans argue for bringing back Seville, Deville, etc, which I think carry more stigma than positives. Mazda's convention is the best at doing what they'd hoped in terms of making the brand name part of the model, but a Lincoln3 isn't the way to go either. Quote Link to comment Share on other sites More sharing options...
BORG Posted January 12, 2011 Share Posted January 12, 2011 I don't mind the Lincoln naming scheme the way it is, but I've witnessed the constant confusion with customers and dealers enough to know it's just not ideal. And Lincoln returning to heritage/retro naming is a great way to remind people that Lincoln is your Grandpa's luxury car and in no way competes with youthful and aspiring brands from Germany and Japan. If Lincoln wants to keep the status quo and fail, go ahead with hertiage naming, it's marketing suicide. This is one brand where nostalgia isn't compatible with the market they are seeking. Keep in mind, the market they are seeking (like me) knows the Continental is that ugly plastic chrome barge with the broken air suspension that their deceased grandpa use to own. Quote Link to comment Share on other sites More sharing options...
LincolnV Posted January 12, 2011 Share Posted January 12, 2011 Keep in mind, the market they are seeking (like me) knows the Continental is that ugly plastic chrome barge with the broken air suspension that their deceased grandpa use to own. You must be very young. Here's some nice reading for you on how exactly Lincoln turned it around once before with a car called the "Continental." Background Story on 61 Continental 3 Quote Link to comment Share on other sites More sharing options...
mettech Posted January 12, 2011 Author Share Posted January 12, 2011 Thanks for the pic and post LincolnV. I think it would be nice to see a Continental and T-bird combo again. Quote Link to comment Share on other sites More sharing options...
silvrsvt Posted January 12, 2011 Share Posted January 12, 2011 This is one brand where nostalgia isn't compatible with the market they are seeking. Keep in mind, the market they are seeking (like me) knows the Continental is that ugly plastic chrome barge with the broken air suspension that their deceased grandpa use to own. I think your giving yourself too much credit and other people our age...this same idea has infested the thinking of Detroit for the past 30-40 years...something with a new name is automatically better (for great example, look at what Chevy has done in the B and C Segments just in the past 10 years). If something is done right or even done halfway right and improved upon, it doesn't matter what its named, as long as there is contuntiney in the name. How many times have you heard people hey I need a new car, and someone automatically blurts out buy a Camry or Accord? Both those cars wheren't anything special in the 1970's. Quote Link to comment Share on other sites More sharing options...
twintornados Posted January 12, 2011 Share Posted January 12, 2011 (edited) Background Story on 61 Continental Awesome article and some interesting photos too....makes me believe that any future Thunderbird should be flown under the Lincoln banner. And to quell any back-lash...it should be presented as "Thunderbird, by Lincoln." The name is primary in this case, the brand...second. Edited January 12, 2011 by twintornados 1 Quote Link to comment Share on other sites More sharing options...
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