William Maley

Editor/Reporter - CheersandGears.com

April 9, 2012

Here at Cheers & Gears, we been bemoaning Lincoln's decision to stick with MK-insert letter here naming system. But, the three letter naming system seems to gaining some traction.

Ford marketing manager Kate Pearce told the Detroit Free Press that the MKZ is now the third-most recognized nameplate in Lincoln’s lineup, behind the recently departed Town Car and Navigator.

"We're starting to see more recognition of the nomenclature. It will take time but we're seeing the gap of recognition close between old names like Continental and Town Car and the new names."

Source: Detroit Free Press

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Too bad Lincoln's name recognition has dropped through the floor. "Lincoln? Didn't they go out of business in the '80s?"

This is a bogus metric, anyway... After the Navigator and Town Car, everything else is MK-something. I bet if they open up this up to include long discontinued brands, Continental would probably still be more popular than MKZ.

I totally agree with you, I have a hard time truly believing that the MK? is gaining traction compared to many of their old names. This sounds like someone is trying to self convince the powers that be that the MK? is a smart move when in reality it is anything but.

Lincoln will have growth since they killed off Mercury but will always be a smaller player going against Acura, Buick, etc. They are not playing the game right if hey think they can challange MB, BMW or Caddy.

How does this prove anything. It is behind the 2 Lincolns with actual names.

Ridiculous. Alphanumerics are not memorable enough, especially the way Lincoln has them set up, with the last letter donating the difference. At least Cadillac's system differentiates with the FIRST letter, a bit easier to remember that way.

so... if I'm reading this article correctly... Lincoln is bragging that people have finally forgotten Continental and Mark VIII 8 years after they were killed.

Yes, some pin head actually thinks people have forgotten all marketing and common sense and are willing to follow their lemmings naming structure.

Classic follower mentality. No wonder no one really takes Lincoln seriously, especially given their lack of sales as of late. There is virtually no difference between most Lincolns and the Fords. This is truly sad.

I feel that it would be good to KILL OFF, Yes I said it, KILL OFF Lincoln and then decide what REAL products they want in a luxury division versus we will sell this under FORD.

I feel that it would be good to KILL OFF, Yes I said it, KILL OFF Lincoln and then decide what REAL products they want in a luxury division versus we will sell this under FORD.

I imagine the death watch is on... as annual Lincoln sales fall to Edsel levels.

Silly! The letter name crap is about as memorable as Lincoln's current lineup of re-badged and bodied FWD Fords. Somebody high up is trying to justify mediocrity with success.