TO THE EDITOR:
“Bon voyage to Lincoln’s ‘MK’ confusion” (Dec. 4) gets it right on the Lincoln naming conundrum. Those of us in the auto industry, or who have an interest in it, are likely to be a bit more aware of product naming strategies than the general population. (And I’m a 30-year Lincoln driver.) However, the MK naming has been off-putting, both from a marketing standpoint and a point of logic.
Where are the great names? Maybe you would like to be a nonconformist, driving a Maverick or Demon. Or heading to the daily grind in a Riviera or Bonneville. Then there were all the California names — Malibu (still with us), Laguna, Sonoma, Catalina. How about something more East Coast? One could have a Newport, New Yorker, Fifth Avenue or Park Avenue. This is just a small number of the great names that have been abandoned over the years. I don’t care to spend my time in a G37 or MKS or CT6 — these names say nothing about the vehicle and could be the model number of an espresso machine or 40-year-old copier.
Now that we have the Navigator and Continental, and the Nautilus on the way, we can hope that Lincoln will resurrect the Aviator name. What’s that? OK, we can skip the Versailles and Blackwood.
CHARLES SHIPLEY, San Francisco, The writer is a former dealership sales consultant and sales manager.