Lincoln moniker system confuses Ford dealers

[nadepalma]

Source: http://www.detnews.com/apps/pbcs.dll...0320/1121/AUTO

What's in a name?
Lincoln moniker system confuses Ford dealers
Bryce G. Hoffman / The Detroit News



What's in a name? Apparently, quite a lot as far as Ford Motor Co.'s Lincoln brand is concerned.

Less than six months after the Lincoln division decided to rechristen its Zephyr sedan the MKZ (pronounced "mark zee"), the vehicle is getting yet another new name -- or at least a new pronunciation.

Last year, Lincoln decided to replace more traditional model names like "Aviator" and "Zephyr" with a new, alphabetic naming system.

Those vehicles were renamed MKX and MKZ, respectively, a move apparently designed to mimic the alphanumeric naming conventions used by upscale European and Asian brands like Mercedes and Acura.

That made sense to many industry watchers, but most were dismayed when Ford insisted that the new model names be pronounced "Mark X" and "Mark Z," rather than simply citing the letters.

Ford said it got an earful from people who thought the new naming scheme was downright confusing.

"The customers and dealers were unanimous in telling us that," Ford spokesman Jim Cain said. "We decided with finality that we're going to launch these vehicles as the MKX (pronounced em-kay-ex) and the MKZ (pronounced em-kay-zee)."

The decision was made last week.

That will be welcome news to Dave Knittel, general manager of Charlotte County Lincoln Mercury in Punta Gorda, Fla.

"That's the way our customers are going to pronounce it either way," he said.

In fact, Knittel had planned to refer to the vehicles that way regardless of what Ford wanted.

"The only thing that I have on my lot that's a 'mark' is the Mark LT," he said, referring to the Lincoln pickup of that name and spelling.

Like many dealers, he wishes Lincoln would have stuck with good, old-fashioned names like Zephyr and Aviator.

"Nobody likes change, and this is a big change," he said. "We've always had names."

And, at least for now, some Lincolns still will. The brand's luxury sport utility vehicle will remain the Navigator, and the Mark LT will stay the Mark LT.

But Ford says the new naming system does make sense.

"It's more modern and contemporary," Cain said. "That's the direction the brand is going."

Just why Ford has flip-flopped on the new Lincoln nomenclature remains unclear.

Some say the previous pronunciation was insisted upon by Mark Fields, president of Ford's Americas group, who picked it up from the Brits during his tenure as head of Ford's London-based Premier Automotive Group.

Others say the odd pronunciation was an attempt to dodge a lawsuit from Honda Motor Co. Honda sued Ford in January contending that the MKX, Lincoln's new luxury crossover utility vehicle, could be too easily confused with its own Acura MDX luxury sport utility vehicle. The lawsuit was quickly settled."It's not a big deal either way," said Jim Hall, an analyst with AutoPacific. "There is no such thing as a bad name for a good car. Conversely, a good name can't save a bad car."

Ford is hoping both cars will keep Lincoln's momentum going. Lincoln's sales are up slightly this year, largely on the strength of the Zephyr.

[XCR440SP]

I understand what their doing, when you See a Lexus you call it a Lexus, when you see a CTS you call it a Cady, but when you see a Town Car you call it a Town Car. Lincoln's trying to make the Lincoln name better known. The problem is that they look like idiots changing car names that were new a year ago in the process. They should have left Zephyr alone and and calle MKX, Mark X and as vehicles are replaced slowly head that way. If they'd called in Mark like the Mark LT, it would have the smame effect, but wouldn't have looked like such a copy cat move.

[likearock00]

maybe they should have talked to the dealers and done a little research first. I hear alot of this "shoot from the hip" going on at Ford. Calm down, you're not bankrupt yet!

[nadepalma]

That made sense to many industry watchers, but most were dismayed when Ford insisted that the new model names be pronounced "Mark X" and "Mark Z," rather than simply citing the letters.

Ford said it got an earful from people who thought the new naming scheme was downright confusing.

"The customers and dealers were unanimous in telling us that," Ford spokesman Jim Cain said. "We decided with finality that we're going to launch these vehicles as the MKX (pronounced em-kay-ex) and the MKZ (pronounced em-kay-zee)."

This has got to be the DUMBEST move yet by Ford. I didn't like the idea of changing the names to begin with, but understood that they were doing it in a way to create a link to the past while adding a modern spin --- that is that "Mark" would become the standard of the names and just add a letter -- "Mark Z"/MKZ. Understood. Fine. Kinda reminded me in a way of Jag and "X-Type", "E-Type", "S-Type". Etc. Okay, I get it, somewhat clever even if I didn't agree.

Now they're going to just use the letters by themselves? Then what sense did this make make to being with? Especially as MKX, MKZ, etc? This is just plain dumb. At least before you could have bought it and understood --- though one would argue if they wanted it prononunced "Mark Z" they should have labeled it as "MkZ" or "Mk Z" or even "Mark Z". But now we're going to get a bunch of letters jumbled together that mean nothing at all, but all monikers will start with MK? Alphabet soup name with no distinction to it. Just great. Good move Ford, way to screw it up even further.

Of course, that's just my opinion.

[MaxLegroom]

It is funny, isn't it? Lincoln didn't even give the Zephyr name a chance to regain traction as a name associated with Lincoln, and they decide to rename just about everything MKSomething. Part of the distinction of owning a Mark II, III, IV, was that it was the only one. I'm not surprised that they're drowning in their own alphabet soup here. I'd have kept the Zephyr name, renamed the upcoming MKS Cosmopolitan, after the top line series of the early '50s, and restyled it, too. The Aviator tag would have worked well on the MKX. Initials like the ones on these cars are mealymouthed pronouncements, and admissions that they are bowing to someone else for their idea of what a luxury car should be, just as slapping fake Rolls Royce grilles on luxury cars in the '70s was.

[nadepalma]

Originally Posted by XCR440SP

The problem is that they look like idiots changing car names that were new a year ago in the process. They should have left Zephyr alone and and calle MKX, Mark X and as vehicles are replaced slowly head that way. If they'd called in Mark like the Mark LT, it would have the smame effect, but wouldn't have looked like such a copy cat move.

Agreed. They should have let it go. They should have waited for the Zephyr to get refreshend and then changed the name.

But regarding this Mark business -- now they just look stupid. They spent the better part of the year telling people, "It's pronounced Mark Z, Mark X, Mark S, etc" and now it's back to "em-kay-zee", "em-kay-ecks". Stupid. The should have made the call signs MkS or Mk S to make it look right.

[HoosierRon]

Hyundai comes out with the Azera and its an instant hit. Why? Because of the product. I bet most Americans can't spell Hyundai (half say Hun-day; half say Hun-die), and I have no idea what Azera is supposed to mean (but I can pronounce it). Yet sales are going through the roof.

Meanawhile, Ford is rebadging Mazda 6s, and can't figure out what to call them.

[69Firebird400]

I suppose that it's good that Ford will reverse decisions that were poor ones to start with, but my perception of Ford management is that it's very wishy washy. They stand up for their decisions briefly, but then when they are criticized for a while, they back off.

If they wanted these vehicles to be pronounced "Mark-X," then they should have spelled the stupid names "Mark" rather than "MK." Nobody else has alphanumeric names that are pronounced with words and not letters. Plus, English has vowels for a reason!

[DrewSG]

This alpha-numeric name badging **************** has got to stop. Hey let's throw another piece of American heritage down the drain because we built crappy products that people didn't buy.

I was extremely disappointed when Cadillac went alpha-numeric, now that Pontiac, and Lincoln followed suit. It pisses me off even more.

They should change the Escalade to ESX or some other stupid name, maybe it'll sell better.

[darknight9]

"Mark" my words...no new monikers..

-Bill Ford Jr.

I typically shoot from the hip on things like onion rings or french fries, or if it's on the menu, cheese curds. Since I'm in the coffee business, could you imagine if I changed my menus for coffee to alphanumeric:

DMXSE20 (Double Mocha Extra Shot Espresso, 20ounce)

[01cavalier]

This one just makes no sense really. I don't see why they bothered to change it to a 3 letter "name." If they wanted it to be like that, they really need to start it off instead of changing the name. Ford really should be worrying about more important things than changing the name.

[VibenPontiac]

Originally Posted by HoosierRon

Hyundai comes out with the Azera and its an instant hit. Why? Because of the product. I bet most Americans can't spell Hyundai (half say Hun-day; half say Hun-die), and I have no idea what Azera is supposed to mean (but I can pronounce it). Yet sales are going through the roof.

Meanawhile, Ford is rebadging Mazda 6s, and can't figure out what to call them.

Completely agree with your sentiment, but I'll sy it before the Ford guys do, the MKZ, or whatever and Fusion aren't quite "rebadges" of the Mazda 6, they are built on the same platform and a modified one at that if I recall correctly, but they aren't rebadges of the 6.

Of course, that been said the MKZ and Fusion and Milan are pretty much rebadges of each other

[SUPERBADD75]

who gives a rat's arse what the car's called if it's a good piece? if the Town Car wasn't a boring grandpamobile suitable for little more than 80 year olds and livery services then its name would be irrelevant. this whole thing is stupid. names like Deville and Continental mean something to many people out there and we will never see them attached to a car again. it really is a shame that American car companies think alphanumeric names sell cars.

[megeebee]

Hey SOBE, do you still wanna change your name?


("em-kay-es-oh-be-ee-es-vee-tee")

[Quickening]

Lol, too funny. Or you know you could of actually spelled out Mark. What a thought..