• Oct 5, 2010
There's some word that Ford is seriously considering resurrecting the Continental name. The internets are buzzing with both confirmation and denial of the rumor depending on where you look. Over at Automotive News, a report suggests that dealers have been told that the Conti will resurface as part of an upcoming Lincoln renaissance that includes the introduction of up to seven new or significantly reworked models in short order. Those dealers have supposedly been shown a handful of concept-level renderings of what the new models will look like.

Meanwhile, Motor Authority is reporting that Ford is trying to silence any speculation that the big Continental will return to the Lincoln stable. The site quotes Lincoln spokesman Christian Bokich as saying that of the seven new models headed to the showroom soon, none of them are a new take on the Continental.

That would seem to make sense for a number of reasons. With Lincoln fully embracing a terribly confusing alphabetic naming system, a nameplate like Continental would stick out in a big way (though perhaps Ford is reconsidering this nomenclature strategy). Throw in the fact that the MKS is currently tucked into the slot that the Continental traditionally held, and there's less and less room for resurrecting the nameplate.

So what does Lincoln have planned for the near future? The crew over at Pickuptrucks.com seems to think that the brand is going to take another swing at a luxury pickup, even though the Blackwood and Mark LT models before it have failed to move the sales needle. Of course, all of this is just well-intentioned speculation at this point. Chances are that with today's dealer meeting proceedings underway, Lincoln won't be able to keep its real plans under its hat for long.

[Sources: Automotive News, Motor Authority, Pickuptrucks]


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  • 51 Comments
      • 4 Years Ago
      That '60s Continental picture is a sight for sore eyes. Hope they bring it back.
      • 4 Years Ago
      The MK-- fill in the blank nomenclature that Lincoln is confusing. Most car enthusiasts cant tell you which model is which, let alone the average consumer. Idiotic.

      Bring back the names, or make new ones. How many average consumers know what brand an MKS or an MKZ is, let alone what model. Im sure most know what a continental is.

      • 4 Years Ago
      The MKS may have the Continental's job, but it will never take its place. S for Lincoln pickups, it failed twice, Lincoln should leave well enough alone.

      If Ford can't fix Lincoln and make it more competitive, then they sould just shut it down.
      • 4 Years Ago
      LOVE the idea of bringing back a cool car, and a cool name.

      If they call it "MKC" I'll kill them. haha
      • 4 Years Ago
      As long as it continues that impossibly homely baleen whale grill, the name's of little consequence.

      • 4 Years Ago
      If Lincoln was to name their new flagship vehicle the BR-549, I'd reconsider my dislike of the alphabetizing trend.
      • 4 Years Ago
      About time. Lincoln needs to get rid of the MKS, MKT, MKZ, MKWhatTheHeckIsThis naming scheme. I'm a car guy and I still have no clue which MK? is which without looking it up.
        • 4 Years Ago
        It would be the abbreviation of "Mark" (for "version"), if what followed had numeric significance. In this case, valid 3-letter MK-whatnots would be:

        MKI - 1
        MKV - 5
        MKX - 10
        MKL - 50
        MKC - 100
        MKD - 500
        MCM - 1000

        Fits a 7-vehicle range pretty well...
        etc.
      • 4 Years Ago
      What a gorgeous automobile. Too bad that America is so far removed.
      • 4 Years Ago
      Please produce the MKR - and don't promise us the MKR and give us the MKS again. Look what great design has done for Buick, Cadillac, Audi, and now Hyundai and Kia. For what it's worth, give the vehicles names.
      • 4 Years Ago
      Give me the Eco boost v6, 5.omg, or the big v8 in any 4 door rwd/awd car with a real manual gearbox and consider it sold whatever the name may be.
      • 4 Years Ago
      According to reports on other blogs - Lincoln will be using the 2014 Mustang platform for the new Australian Falcon and the new RWD Lincoln...
      ...which may be a bit of a step backwards since the Lincoln LS was on the DEW98 platform which was cut down and modified to underpin the current Mustang - but it's better than using aged FWD Volvo platforms for Lincolns.

      That said, I'd also love to see Lincoln bring back a RWD Continental - perhaps a slimmed-down version of the 2002 Continental Concept:
      http://www.conceptcarz.com/view/photo/34434,5409/2002-Lincoln-Continental_Photo.aspx

      And yes, bring the names back, get rid of the Baleen Whale grilles and No More Trucks!
      MKZ = Lincoln Zephyr
      MKX = Lincoln Aviator
      Navigator = Navigator (I see tons of these used as Black Cars - may as well keep them to compete w/ Suburban/Escalade)
      MKS = Lincoln Premiere
      MKT = Lincoln Cosmopolitan
      Concept C = Lincoln Lido
      New RWD Sedan/Convertible = Lincoln Continental
      New RWD Coupe = Lincoln Capri
      • 4 Years Ago
      Make it cool- not a Town Car clone, grandpa-mobile that the last gen was transformed into.

      Cadillacs have become lust-worthy again, love to see the same happen to Lincoln.
        • 4 Years Ago
        Add my voice to the chorus of those who don't get Lincolns current naming scheme. It makes about as much sense as the Fords with names starting with F. Names like Zephyr and Continental have some brand equity. Even the Town Car name though tarnished like Taurus was has a lot of Brand Recognition.

        People have trouble telling you which vehicle is an MKZ or an MKS. I still haven't got them all straight myself and I have sat in all of them. At least Mercedes makes some degree of sense using the first letter to distinguish the class as does BMW using the first number. The rest are just playing alphabet soup. So worried that the brand nameplate will be forgotten. Meanwhile Honda no longer puts the word Honda on the Accord because they think the Accord brand name is worth more than the Honda brandname.

        This is what happens when you have far too many marketing people on the payroll trying to justify their existence.
        • 4 Years Ago
        "why does everyone pick on Lincoln for their nomenclature".... because I am a car nut who usually memorizes what colors were offered in what year for each car on the market and *I* get the Lincoln MKx thing confused.

        It's hard to know which Lincoln you're talking about without flash cards.
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