Lincoln is considering dumping its alphanumeric names (MKC, MKS, MKT and MKZ) in favor of a return to historic names, such as the Continental.
Joe Henrichs, Ford’s president of the Americas, told Automotive News, “Without divulging the future. We’re very excited about the Continental name and the attention it’s gotten.”
Henrichs continued: “I know MKX and C and Z and T. I’ve studied them very well. I know them well, but we also understand the issue. It’s, frankly, where the auto industry — the premium industry — has gone, if you look at all the nameplates. But another way Lincoln could distinguish itself is to leverage its heritage. So I’ll leave it at that.”
In 2006, Lincoln rebranded the Zephyr as the MKZ or the Mark Z, as it was initially presented, hoping to leverage off the brand’s use of the Mark prefix in previous cars.
Source: Automotive News