In yet another rethink of strategies for Lincoln, the company’s current model names could be on the way out, with its classic names making a comeback for the future lineup.
Ford’s President of the Americas Joe Hinrichs told reporters Tuesday the company is excited about the response the Lincoln Continental concept shown at the New York Auto Show has received, and that includes the response to the name, according to AutoNews.
While Hinrichs stopped short of saying other Lincoln names would be revived, he did acknowledge the shift to MK-something names hasn’t entirely worked out.
“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.”
Lincoln went to the “MK-” strategy in 2007, ditching names like Aviator, Town Car and Zephyr for MKX, MKS and MKZ. It was an attempt to shed the past with those names and embrace the European and Japanese luxury model name convention. But it didn’t work to reverse a sales slide Lincoln hasn’t totally climbed out of.
Automotive News‘ Nick Bunkley notes that the only remaining with a Lincoln with a name, the Navigator, has received an 84-percent bump in sales this year while the rest of the line is off more than 7 percent. Some of that must have to do with the fact the Navigator received its first hint of marketing for the first time in years because of its 2015 revamp, but I get the point. “Navigator” is still a more memorable name than MK-something.
Sure, it’s another ploy to get Lincoln noticed among luxury buyers. But a strategy to restore name recognition might actually be a good move if they really do have some compelling products on the way.
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