Filed under: Sedans/Saloons, Trucks/Pickups, Marketing/Advertising, Crossovers/CUVs, Ford, Lincoln, Lifestyle
Sticking to its consonants: Lincoln to continue alphabet soup
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]
 |
 |
Reader Comments (Page 1 of 3)
cowboy bob 11:33AM (12/10/2007)
It's a plan of confusion. If there is enough confusion they hope you don't realize that for all intents, most of the time a Merc is just a more expensive Ford, with a different grill.
Reply
jgp 11:41AM (12/10/2007)
Mercuries are less ugly than equivalent Fords.
Compare the Fusions fugly three-bar grill and the rear end that looks like someone's arse to the Milan's elegant, stylish grill and rear end. Then there's the fugly monster that the Escape's grill is, especially compared to the Mariner's sleeker grill.
I'd be willing to pay a premium for ditching Ford's horrid styling.
Korin Hasegawa-John 11:49AM (12/10/2007)
By the way, this article refers to the Lincoln brand. Mercury uses non-alphanumeric nomenclature- Milan, Mariner, etc. There is a bit more brand differentiation between Lincoln and Ford, but all the platforms are the same, so there's a pretty big limit to how much product differentiation can actually occur.
Shipey 11:47AM (12/10/2007)
Weren't we talking about Lincolns?
cowboy bob 11:51AM (12/10/2007)
Shipey- True. Aren't Lincolns just fancy Mercs?
Shipey 1:15PM (12/10/2007)
Nope. They're EXTRA fancy Fords! ;)
Lighting McQueen 11:38AM (12/10/2007)
The struggle to name the cars is a clear representation of the brand strategy - no such thing.
While Cadillac manage to revive itself as a luxury brand, Lincoln remains a re-branded Ford for 80+ year old drivers.
Given there is no thoughtful strategy within Ford, I don't think it's going to change in the nearest future. Lincoln name will be associated with re-branded Ford (which in itself is far from being called even a decent-looking car) with poorly re-designed tasteless grill at $15-20K premium.
Reply
Larry 3:43PM (12/10/2007)
"we have tried to figure out why Lincoln came up with -- and continues -- this type of nomenclature." as the article states.... and, I agree with you, about the brand, and I clarify it a bit: LINCOLN used to LEAD, and now they FOLLOW! Other brands went to "Flub-a-Dub" (alpha-#) so LINCOLN FOLLOWED! Remember when "Ford HAD a better idea?" Remember the 1961 Lincoln-Continental 4-door convertible with disappearing (soft) top? Car & Driver (I think it was) rated it among the WORLD'S 10 BEST!
jgp 11:39AM (12/10/2007)
I'm waiting for the Lincoln CQDSOS. It'll come out just before Ford files bankruptcy in 2010.
Reply
Reuben 11:43AM (12/10/2007)
XR - I don't even know and I own 2 (probably a chasis code or something)
4 - 4 cylinder
T - Turbo
i - injected
Furthermore, I will miss the good ol lincoln names - continental... but as long as the cars are damn good it won't matter too much to me or most people for that matter.
Reply
jgp 11:54AM (12/10/2007)
XR was Ford Europe's general name for performance versions of their cars in the 1980s, roughly analogous to GTI. It's still used in Australia.
The '4' actually refers to the size class of the car, not the number of cylinders. Europe used to have the Ford Fiesta XR2i, Ford Escort XR3i, and the Ford Sierra XR4i (I know the Fiesta XR2i was preceded by a carburated Fiesta XR2--I'm sure there was also a carburated Escort XR3). The Sierra XR4i and Merkur XR4Ti were almost the same car, but the Sierra XR4i was powered by a naturally-aspirated V6, while the Merkur XR4Ti was powered by a turbocharged straight-4.
Ford Australia, on the other hand, uses the number to refer to the number of cylinders, and doesn't use an 'i' to denote fuel-injected cars. They still sell the Ford Falcon XR6 and XR8 (with straight-6 and V8 power, respectively) down under.
KT 11:47AM (12/10/2007)
It's pretty easy. The "MK" stand for the word "Mark" and the last letter "Z" for Zephyr, "S" Sedan, "X" for Crossover and "LT" for light truck. Not sure why they spelled out Mark on the truck. I guess that was before they had decided to go full steam with the whole MK naming structure.
I don'tknow what the new crossover would be "Marked". I would think it would be X something though.
Reply
Mr. Oak 12:14PM (12/10/2007)
I am almost willing to go along with you on this, but the last time I checked, the the MK-Z aka Zephyr is also a sedan. So naming the MK-S as they did for that reason makes no sense to me. What will they name future sedans?
geo.stewart 11:48AM (12/10/2007)
I didnt hear any crap when cadillac did this.
CTS- Catera Touring Sedan
STS-Seville Touring Sedan
DTS-Devill Touring Sedan
STD-?
XLR-?
I'll grant the MKS could use some definition of the S.
MKX- X-over
MKZ- Zephyr
MKS-gues MK-LS wouldnt have worked
MKC- Continental replacement
Reply
henrykrinkle 12:01PM (12/10/2007)
It seems every car "enthusiast's" favorite pastime is ragging on anything Ford. It doesn't matter that the naming scheme makes at least as much sense as Acura or even Cadillac (everyone's new favorite line of cars because of one good model).
Meanwhile Lincoln's sales steadily rise. Apparently the new names aren't scaring away buyers.
Matt 1:43PM (12/10/2007)
Thats because for the most part, Caddy's makes sense.
The MKEdge should have stayed "Aviator"
The MKTaurus should have been "Continental"
The MKFusion should have stayed "Zephyer"
The Mark LT is dead so who cares
And the Navigator should stay, "Navigator"
But, think of all the money Lincoln is saving by only having to affix three letters to its autos.
500 2:36PM (12/10/2007)
No, many of us trashed Cadillac for its own alphabet soup. I, for one, miss the DeVille, Seville, Eldorado, etc. It's just that the Lincoln naming scheme is even more confusing, appears to be a "me-too" move, and even the executives don't seem to have it figured out.
And on the subject of Cadillac, everyone perpetuates the myth that Cadillac is experiencing this huge resurgence. Last time I checked, Cadillac had been passed in sales by BMW, Mercedes and Lexus. The new STS has been a dismal failure, the SRX is a disappointment, and now the DTS is dropping off. If you subtract truck sales, Cadillac is a tiny shadow of its former self. I guess the myth persists because Cadillac is simply one of the only GM brands not in an all-out freefall.
Bring back the Eldorado (not a CTS coupe) and a large, modern RWD luxury sedan, bring back "longer, lower, wider," and I'll consider switching from my Mercedes.
Dan Parmelee 11:48AM (12/10/2007)
I blame Acura. Several years ago they started this whole arbitrary naming scheme that seems to have caught on elsewhere. NSX actually stood for something (New Sports eXperimental), but now we have RDX, TL, TSX, etc.
At least the numbering/lettering schemes used by the German car companies make sense...sorta.
Reply
jgp 12:09PM (12/10/2007)
No, blame Lexus and Infiniti. They used alphanumeric names before Acura, while the JDM versions of the same cars had real names.
Lexus LS = Toyota Celsior
Lexus ES = Toyota Windom
Lexus GS = Toyota Aristo
Lexus SC = Toyota Soarer
Lexus IS = Toyota Altezza
Lexus RX = Toyota Harrier
Lexus LX = Toyota Land Cruiser Cygnus
Lexus GX = Toyota Land Cruiser Prado
Infiniti Q45 = originally US-exclusive SWB Nissan President, later Nissan Cima
Infiniti M30 = Nissan Leopard
Infiniti G20 = Nissan Primera
Infiniti J30 = Nissan Leopard J.Ferie
Infiniti I30/I35 = Nissan Cefiro
Infiniti QX4 = Nissan Terrano Regulus
Infiniti G35 = Nissan Skyline
Infiniti M35/M45 = originally Nissan Cedric, later Nissan Fuga
Leaf 2:37PM (12/10/2007)
I might be wrong about this, but isn't Mercedes a far more likely target? I have no idea how they came up with their naming scheme, but it seems to me that Lexus and Infiniti began mocking them first.
Acura used names until the mid 90's. Remember the Integra, Vigor and Legend?