Home / Auto News / News article: Lincoln To Discontinue "Waterfall" Front End - AutoGuide.com News
 |  Sep 26 2011, 3:15 PM

Given the recent talk about Ford’s luxury division, namely an injection of cash, design independence and a raft of new models coming down the pike, the latest word on the street is that Lincoln plans to axe it’s trademark “waterfall” grille.

First seen on the MKR concept at the North American International Auto Show in 2007, the waterfall has become just about the only defining design feature of the brand’s current product lineup, (some might agree the full-width tailight treatment on some models also counts).

Given that Lincoln is one brand struggling to find its identity in a saturated luxury market (a combination of badge-engineered vehicles and others in search of market doesn’t help),  frequent changes in design aren’t likely to prove beneficial if Ford wants the brand to embark on the road to sustained growth and success.

With that in mind let’s hope the brand’s new design team comes up with a grille design that really does stand out; a signature touch that not only endures but defines what Lincoln is all about. And if it happens to adorn American luxury vehicles we can actually be proud of, so much the better.

[Source: Jalopnik]