Lincoln May Finally Ditch the MK Naming Scheme

Lincoln Continental Concept (Credit: Lincoln )

As an automotive journalist, even I find it hard to keep track of which MK model is which within Lincoln’s lineup. Conversely, I can easily point out the Navigator and the upcoming Continental. I can only imagine what the average car buyer goes through when considering buying a Lincoln. Now, according to a report from Automotive News, it appears as if Lincoln is considering going back to traditional model names.

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This report comes following a question at an industry breakfast. When someone queried Ford’s president, Joe Hinrichs, regarding the possible change back to normal names now that the Continental is returning, he said, “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.”

While that isn’t a clear announcement that Lincoln is running back to using more traditional names, if you peel back a few layers, you can see that there are thoughts of doing so. What’s more, the statement regarding leveraging its heritage leaves me wondering if we may see more classic Lincoln names return, like the Towncar.

For now, this is all speculation, but the announcement that the Continental will replace the MKS and that thinly veiled statement by Hinrichs have started to clear the path to the move toward bringing back Lincoln names of yesteryear. However, that is only one-half of the problem for Lincoln. The other half is figuring out how it can get buyers back into the door. The name change will help with familiarity, but Lincoln needs more than just that and some Matthew McConaughey ads to pique the interest of buyers.