The Crank: Lincoln’s naming strategy missing its Mark

By John LeBlanc I recently got a chance to drive the new 2011 Lincoln MKZ Hybrid sedan and updated 2011 MKX midsize crossover (preview article coming forthwith). All in all, both are pretty solid pieces of kit. Not only is the MKZ Lincoln’s first hybrid, because its based on the excellent bones of the Ford Fusion Hybrid (but with some extra goodies for those with the means), the Lincoln hybrid ends up being the “most fuel efficient luxury hybrid” you can buy. Roomy, quiet, refined, it’s the type of car the smaller, louder, and thirstier (yet similarly priced) Lexus HS250 h hybrid should have been. And the new MKX seriously challenges the class leading Lexus RX 350. Trouble is, as good as the new Lincolns are—and they are—you probably have little or no idea what an MKZ or MKX is, or can distinguish them from any of the other MK-Whatever models in Lincoln showrooms these days You see, for a few years now, Lincoln has tried to mimic the import brands’ naming conventions, eschewing such iconic names such as Continental. And the new letter jumble model names don’t exactly conjure up any kind of meaningful images or emotions. Don’t worry. I’m sure some marketing guru convinced Lincoln that this was a great idea. I mean, our attention deficit society wants “KFC”, not Kentucky Fried Chicken. Right? But it doesn't work at cementing Lincoln in the public eye. To cut cocktail party conversations short, I tend to call any Lincoln by its Ford name (i.e. the MKZ becomes the Lincoln Fusion—the MKX, the Lincoln Edge), and listeners nod knowingly. As you may know, the current “MK” is meant to imply the legendary Mark series of luxobarge coupes Ford’s luxury brand trotted out for over four decades, beginning with the Lincoln 1956 Mark II (left) and ending with the 1998 Mark VIII. So here’s an idea for free: Why doesn’t Lincoln simply spell out the MK and bring back the Mark badge? Mercedes seems to do okay with its “Class” naming convention (i.e. C Class; E Class, etc.) And nothing says “Lincoln” like the word Mark. Don’t you think a Mark Z, Mark X, or Mark T would be easier to remember? I sure do. Lincolns are becoming world class. Maybe its time to become proud, and give the models the names they deserve.

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