• Dec 10, 2007
When the new Lincoln MKS arrives next summer, it will join the MKZ and MKX. And then those three will be joined by another MK-something, perhaps a large Lincoln crossover based on the Ford Flex, to arrive in 2009. More than once we have written MKZ when we were referring to the MKS. More than one Ford rep said MK-Consonant when he meant the other MK-Consonant. More than once we have tried to figure out why Lincoln came up with -- and continues -- this type of nomenclature.

But it isn't going to stop, so we've just got to mind our letters. Mulally, he who brought back "Taurus," opined that "consistency of purpose is important." And Lincoln says this kind of naming system is what other premium automakers do. The difference is, usually those numbers actually mean something. All right, so 'Mark X' could mean crossover -- but then what's the larger crossover going to be called? Mark XL? And what is a 'Mark Z?' And why isn't that beastly truck a MKLT, instead of Mark LT? And does this mean you could order an ATMKSAWDPDQ?

The new names have only been in use for two years, so perhaps they simply need a bit more time to take hold. But we remember the last time Ford tried this kind of alpha/numeric thing State-side, and we're still trying to figure out the riddle of 'Merkur XR4Ti'...

[Source: Auto News, sub req'd]



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  • 41 Comments
      • 7 Years Ago
      This is the most ridiculous thing to complain about. If you say Lincoln isn't doing it properly, then no one else is either.

      CTS, STS, SRX, RSX, NSX, TSX, GS, LS, FX, QX

      None of these names tell you ANYTHING! There is no reason for these names, so stop looking. Why are you complaining about Lincoln's names having meaning when no one else's does either?

      At least Lincoln has some link to the past with MK being short for Mark. Personally I would love it if they used Mark Z, Mark S, Mark X.
      • 7 Years Ago
      Lincoln introduced the lower priced Zephyr(Z) in the mid 30's as a survival tatic, since the higher priced Lincoln sedan(S) was at a low ebb in sales.So, the present naming works for me as far as MKZ & MKS go. I just love it when there are slams against their product on every post, when Lincoln has a better reliability record than Cadillac!
      priced Lindo
      • 7 Years Ago
      It seems like to me that the point of this article was about how confusing the MK-__ nomenclature was in general.

      What is an S, a Z a X? Is S better than Z?

      Once again, the geniuses at Dearborn can't market their products correctly. Do they stick with this naming system or do they make yet another change? Lincoln may have to have the patience to make these names mean something, someday.

      Acura made a huge mistake and it took years to recover and build an identity for the individual nameplates. Who, in their right mind, would remove such iconic names as 'Legend' and rename it RL?

      Most of this comes from not knowing who you are and what you stand for. And that is the problem with many automakers.
      • 7 Years Ago
      Slow Monday?
      • 7 Years Ago
      I'm waiting for the Lincoln CQDSOS. It'll come out just before Ford files bankruptcy in 2010.
      • 7 Years Ago
      That was a nice time when on the back of any car, you could read the manufacturer, the model and mostly, some type of information about the engine, such as "Turbo", "24V", "Fuel Injected", "Turbodiesel", XX l or XXX ci.

      Now you got all the stupid CDDTi, D4DTi and all of these combinations that nobody can translate...
      • 7 Years Ago
      this is one of the funiest blogs i have ever read "And does this mean you could order an ATMKSAWDPDQ?"
      • 7 Years Ago
      So did Lincoln just say naming schemes is what other premium brands do, so if Lincoln does it too then perhaps people will mistake Lincoln for one of those "other" brands?

      It seems to me if people what european premium car they can buy a european car, but if they whant a premium american car with n iconic name like continental or el dorado they are fresh outa luck.
      • 7 Years Ago
      They should just stop with the MK-whatever. This is a bad move and it make the different car models one group. maybe somehow that is what they were going after, but its not being executed properly. There needs to be a way to make sure you know its a Lincoln while you can actually tell other people by word of mouth what car you like without confusion.

      When I say 6 series, most guys know what I am talking about. When I say CLK or SL you know its a Mercedes. Why not MK 6 or MKL 300? MK-R? How about MK 99, MK 44, MK 22, MKL 55. Something that relates the number or name to what the cars/trucks do or built to do.
      Bryan
      • 7 Years Ago
      I think they should have used continental, Mark VIII, Zephyr. However, if anyone really finds these confusing, then most luxury cars must make your head hurt looking at them!
      • 7 Years Ago
      What I find so stupefying, is that people keep criticizing Lincolns for being fancy Fords when that applies to almost all luxury brands.

      Lincoln = Luxury Ford

      Cadillac = Luxury GM

      Lexus = Luxury Toyota

      Acura = Luxury Honda

      Infiniti = Luxury Nissan

      These are only a few examples...there are others. I'd never ignore the faults of Ford, but I am openminded enough to see that they are turning around and Lincoln is doing well these days and only expected to do better with newer, unique models debuting within the next few years.
      • 7 Years Ago
      The idea of all premium automakers is to market the brand, and not individual cars. Ask a BMW or Merc owners what they drive and more times than not they will just give you the brand name because thats all thats needed. Lincoln and Cadillac are trying for that same strategy but don't have the clout (yet) to pull it off.
        • 7 Years Ago
        Lincoln hasn't been using this naming scheme as long as people seem to think. They announced it at the Chicago Auto Show, which means almost 2 years ago. The first mkZ arrived in showrooms in fall of 2006 and the first mkX in December. So really this hasn't been in practice more than about one year. I for one never confuse the different letters and it's growing on me!
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