Lincoln Could Bring Back Its Old Names

How many of you are capable of telling apart the various vehicles in the Lincoln lineup by their names alone? The current naming scheme -which consists of adding a random letter after the MK prefix- is not only bland, it's very confusing: what's the difference between an MKZ and an MKC? Do you prefer the MKT or the MKS? Does the MKX even exist? From a company that produced legends like the Zephyr and the Town Car, this is embarrassing.

The brand's biggest success in the last 15 years has been the Continental Concept, which they unveiled recently. Its sculptural lines and generous dimensions seduced a lot of people. Even better was the fact that they called it the Continental; re-using one of their most prestigious names was a very positive omen.

• Also: Lincoln Continental Concept, Back To The Future
• Also: 2015 Lincoln Navigator: Requiem For A Dream

It seems that Ford's President of The Americas agrees with us; at a recent dinner, he said he was quite surprised with how well people responded to  the concept's name.

While answering a few questions later in the evening, the president also said that one of the ways Lincoln could set itself apart from the competition was by using its rich heritage to help its brand recognition.

There is obviously a lot more to do, but this would be a good step in the right direction.