Lincoln Mulls Ditching ‘MK’ Nameplates


The recently revealed Continental Concept may be the beginning of new nameplates for Lincoln. 

“Without divulging the future,” said Joe Hinrichs, Ford Motor Co.’s president of the Americas, “We’re very excited about the Continental name and the attention it’s gotten.” Continental is a nameplate from Lincoln’s past and is being introduced on the successor to the MKS, a trend which might continue with Lincoln’s other models.

SEE ALSO: Lincoln Continental Concept Previews Brand’s New Flagship Sedan

Talking about the company’s current MK naming scheme, Hinrich said, “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.”

The current naming structure was actually implemented as a nod to the past, with MK meaning “Mark” in reference to the Continental Mark series of cars. With Lincoln looking to reinvent itself, a shift to a new naming scheme doesn’t seem far fetched, especially when you consider that sales of Lincoln’s MK cars are down 7.2-percent overall this year while the Lincoln Navigator, the brand’s only current vehicle with a non-MK name, is up 84 percent.

[Source: Automotive News]

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  • craigcole

    Bring on the names! This move could really differentiate Lincoln from the competition, plus they have such rich heritage they’re fools for not tapping into that sooner.