Ford Authority

‘Lincoln MK’ Nomenclature Is Not Going Anywhere By 2020

With a new 2017 Lincoln Continental around the corner, many have speculated that a return to more conventional names might be on the horizon for the luxury automaker.

Alas, it is not so, according to Lincoln Global Marketing and Sales Chief Matt VanDyke. He spoke to Edmunds recently, revealing that the contemporary “Lincoln MK” model naming scheme would persist. In fact, the brand’s lineup through 2020 will be composed of “Lincoln MK” models, with just three exceptions.

One such exception will obviously be the new Continental, and the Navigator SUV isn’t expected to shed its name in favor of a “Lincoln MK” badge. VanDyke told Edmunds that Lincoln Motor Company has also taken a look at reviving either “Zephyr,” or “Aviator.”

The 2006 Lincoln Zephyr became the “MKZ” after its first model year; a new 2017 Lincoln MKZ was just unveiled at the 2015 Los Angeles Auto Show, with no “Zephyr” badging in sight.

As VanDyke explained to Edmunds: “One of the things that we decided when we were developing the vehicle that we decided to call Continental is that if you have an iconic name in the stable, there is no good reason not to use it. Navigator is something that we always held on to. We didn’t change the name of that for an ‘MK’ naming series.”

He went on to say that conversely, two “Lincoln MK” vehicles – the MKX SUV and MKZ sedan – had attained familiarity and favor with the public; that there is no sound reason to retire those names.

Aaron Brzozowski is a writer and motoring enthusiast from Detroit with an affinity for '80s German steel. He is not active on the Twitter these days, but you may send him a courier pigeon.

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