Ford Revives Real Names for Its Luxury Models

Ford Motor Co. is gradually replacing the confusing three-letter naming convention it adopted for its Lincoln luxury vehicles 11 years ago with a return to recognizable names.

This week the brand used the Los Angeles auto show to reveal a new name of redesigned MKX crossover vehicle: Nautilus (pictured). Other vehicles are expected to gain recognizable names as they are replaced with all-new models. Bloomberg News notes that Lincoln’s MKZ sedan was previously called the Zephyr.

Lincoln’s three-letter naming method was inspired by a similar system used for decades by Mercedes-Benz. But analysts note that the approach never resonated with American buyers.​​​