Filed under: Trends
Is it Lincoln or URDUM?
Forbes columnist Jerry Flint, whose opinions are regularly read here at Autoblog (and sometimes
posted), discussed Ford Motor Company’s latest strategy to revitalize its luxury brand.
His opinion?
“URDUM”.
Instead of replacing the Town Car with a rear-wheel-drive vehicle or improving the
soon-to-be-defunct LS, Ford, according to Jerry, is renaming them.
That’s right. New names are the
new salvation. Thus, there’s no more Aviator. It’s now the MKX. And that concept model (pictured) shown at
the North America International Auto Show? MKS.
Why is Ford doing this? Must be because all the luxury
competitors’ brands use them. CK. A8. QX4. SRX. And they’re making money so they must be doing something
right. At least the new naming strategy will probably save money to generate: it’s a lot cheaper generating MKX
(three letters) instead of Aviator (seven letters) when creating name tags.
Jerry invites you to e-mail
suggestions to name some of Lincoln’s future vehicles. Hey, maybe one will actually be chosen. Personally, we
like the Lincoln YUK-E.
For some related reading on automaker's propensity to indulge in a little alphanumeric soup, check out Autoblog's own Chris Paukert's take on the matter here.
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Reader Comments (Page 1 of 2)
Steve C. 10:43AM (1/13/2006)
I like LSR (as in LoSeR).
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Gardiner Westbound 10:48AM (1/13/2006)
Lincoln POS makes an accurate FoMoCo quality statement.
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no. 10:56AM (1/13/2006)
#1, failure at humor.
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Gardiner Westbound 10:56AM (1/13/2006)
Lincoln POS makes an accurate FoMoCo quality statement.
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matt 10:59AM (1/13/2006)
Do you guys really have no idea why they're doing this? I already knew Jerry Flint was clueless (he's the Rush Limbaugh of the automotive industry - all hot air), but you guys should read some about conventional marketing strategy if you're that lost. Lincoln's trying to do the right thing here, and I don't blame them in the least.
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JRoane 11:00AM (1/13/2006)
Hundreds of hours and millions of dollars went into that decision. Let's see. We're losing market share. We have no new product and what product we have is uninspiring. What to do? I know. Change the names of the cars to make them sound "fresh" and "hip". That's it. Let's do it. When is my tee time?
Of course who ever green lighted the idea was promoted and given a large raise and guaranteed salary and benefits for life.
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David Kanarowski 11:06AM (1/13/2006)
WTF, and I believe that after ambling through their display yesterday at the NAIAS, ZZZ seems especially appropos.
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Rich 11:14AM (1/13/2006)
Matt's absolutely right.
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Steve Ward 11:21AM (1/13/2006)
Some suggestions.
1. SUX. A comment on Lincoln design.
2. FKD. What Lincoln's (mis)management obviously is.
3. DUMRR. Jim Carey's favorite.
Really, if Ford is all about being innovative and American, why are they copying Acura's nomenclature?
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Stephen J 11:22AM (1/13/2006)
In the luxury class, it's all about the brand name, not the model. No different than Lexus, Acura, BMW, Benz, etc...
I agree with #5, this is a good move on Lincoln's part. Not emphasizing the individual model name forces people to identify more with the brand itself.
When someone asks, "What do you drive?" Instead of "Aviator" they want the answer to be "A Lincoln."
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Jason 11:28AM (1/13/2006)
Sure, but it's a lot easier to make fun then to comprehend that.
The only foolishness here is that they didn't do this a decade ago.
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iamhoff 11:33AM (1/13/2006)
My understanding of the concept is that they're following the other luxury brands, and trying to create BRAND identity. The Germans have pretty much followed that formula from the word go. As they increased in prestige, the American lux brands declined. People wanted to own or say they owned a BMW or a Benz. That was all you had to say. In the early 80's, if you tried that with Caddy, you could be talking about the Cimmaron...no love or brand equity there. Likewise Lincoln with the Granada...I mean Versailles in the late 70's. Acura started off with named cars, but Lexus and Infiniti, chasing Benz & BMW, went the alphanumeric way, and they blew Acura out of the water. People don't necessarily say they own an ES 330, they own a Lexus.
As much equity as manufacturers have (or had) built up in individual model names (Legend, DeVille, Continental), they did little to promote the brand as a whole. People don't talk about owning a Caddy or Lincoln when referring to their Escalade or Navigator, they refer to the 'Slade or the 'Gator. The strategy has been working for Acura, and Caddy seems to be making headway, too (of course improved product helps). Either way, building up the brand name adds a halo effect to all of the product. Personally, I'm not a fan of the alphanumeric names (bring back the Legend!), but I'm an enthusiast and we enthusiasts are far outnumbered by the unwashed and uninspired masses. BTW, my guess is that the alphanumeric names will replace Escalade and Navigator on future vehicles, once the bling factor subsides a bit. Caddy's already laid the groundwork with the ESV and EXT models...my guess is the standard model will become the ESC or ESD. Lincoln has a start with the Mark LT truck, maybe the Navi will begat the Mark NT or it might follow the MKX, and become the NKX. Either way, that's my prediction.
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Paul 11:37AM (1/13/2006)
i think the new model for Lincoln should be named the:
CHAP11
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brian 11:48AM (1/13/2006)
Old joke... but what if Lincoln made a "Sport Luxury Utility Truck"
The Lincoln SLuT! :-)
Now that is done with, I think it is good idea and I only wished they did this when the LS came out. Many people who hate it simply do not understand marketing. In todays competitive world, where cars are very much like, BRAND RECOGNITION is one of the few ways a car company can sell their cars.
This VERY THING happened with Acura many years ago, which is why they dumped their _very_ popular Legend and Integra names, to promote their ACURA name. Heck, it was so bad that people never heard of Acuras, but knew all about the Legend.
Things change, get over it. would you rather Lincoln just go away?
Brian
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skeptic 11:52AM (1/13/2006)
The only people who would buy a "Town Car" are either really old or a limosine service. By not replaceing the town car with another Town Car, Lincoln is breaking that stigma that is associated with the name.
Gee, is it really that hard to understand?
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MattV 11:59AM (1/13/2006)
I always liked the 6000 SUX from Robocop.
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Sid Ghosh 12:27PM (1/13/2006)
There is nothing wrong with this strategy. The Germans-English started this, the Japanese copied it and now Lincoln feels that's the best way forward. It's basic marketing.
Mr. Flint is a dumbass who can't see past his anti-domestic rhetoric. The Zephyr is a spunky new machine, the new CUV is looking very good and the MKS is very promising. Atleast it looks distinctive unlike BMW.
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ventivent 12:31PM (1/13/2006)
I always have trouble with the Acura line: TL, TSX, RL, RSX, very confusing. I think the real problem is that car manufacturers are running out of real "in the dictionary" nouns to name their cars after. Toyota has resorted to making up terms, or picking obscure names like Prius and Yaris.
Of course, Lincoln has yet to exhaust the entire airplane crew, if the want to continue with that theme. They've got the Navigator, the Aviator...the Pilot (oops, that's taken). What about the Steward, Stewardess, Co-pilot, and the Undercover TSA Agent?
I mean, come on, Buick "Enclave?" What is that? It makes me think of the spider-hole Saddam Hussein was hiding in before they found him.
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Bill E. Bobb 12:32PM (1/13/2006)
Don't y'all have any memory left after all the drugs?
This ain't nothin' new.
I yoosta see a Lincoln MkV almost every day round here.
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Krishna Das 12:33PM (1/13/2006)
Some top management in Lincoln needs to be fired for such foolish decisions. Instead of using the brand names built in decades, its dropping them.
Please read the rants section under autoextremist.com for some fun.
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