Ford Authority

Lincoln Motor Company Could Wholly Revert To Conventional Automobile Names

After so many years of Lincoln Motor Company’s puzzling “MK-” naming scheme, it’s hard to imagine the luxury brand suddenly switching back to a portfolio of conventional automobile names. “Navigator” and “Continental” are currently Lincoln’s only two standouts; the rest of the lineup follows the now-standard MK- pattern.

But according to Autoblog, embracing names like “Aviator”, “Zephyr”, and “Blackwood” is on the menu, largely because the shift from “MKS” to “Continental” for Lincoln’s full-size luxury sedan has worked out rather well for the brand. Ford Chief Marketing Officer and VP of Lincoln Kumar Galhotra says that the use of the Continental name has done its job, attracting more attention to the new model.

Granted, that’s with a name that has a lot of cachet; the Continental nameplate had adorned nine prior generations of premium sedans, stretching all the way back to 1940. The “Zephyr” name has a history just as old, but one that is far more obscure among today’s motorists. Would brand-new names, without the benefit of historical significance or prior reputation, have the same effect of bringing more attention to the product?

“I think so,” Galhotra said last month. “It’s something we’re having a lot of internal discussions about.”

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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  1. Nauticalone


  2. Roy Medley

    Zephyr doesn’t cut it. Odd sounding. No emotive value. Why not rename the MKZ the Lincoln Cougar? And while you are at it, redesign the rear trunk lid to br more flowing. De-Bangle it.


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