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Lincoln Losing Letter-Based Labels, Going Back to Names

Experience in China sealed the deal as customers couldn't pronounce letters.

by on Nov.30, 2017

Lincoln's Kumar Galhotra says the brand will be returning to using names for its cars rather than letters.

Lincoln is getting rid of the often confusing letter-based nomenclature that it has used for the past several years.

Kumar Galhotra, president of the Lincoln Motor Car Co., said during the Lincoln press conference at the Los Angeles Auto Show that the names such as MKX are going away. In the future Lincoln vehicles will have names that suggest travel and serve to underscore Lincoln’s commitment to making every customer’s journey of any kind more “effortless,” he said.

Auto Show News!

The theme already fits with names such as Navigator and Continental that Lincoln has used over the years. The name Nautilus, which will be used for the vehicle replacing the Lincoln MKX fits because its Latin root means sailor or seafarer. (more…)