Lincoln May Bring Back Real Names for Its Cars

Ford Motor Co.'s Lincoln brand may be ready to phase out its cryptic three-letter model names and revive the use of actual words, says Automotive News.

Speculation about a shift surged after Lincoln announced last month its next-generation MKS fullsize sedan would be called the Continental.

Joe Hinrichs, Ford's president of the Americas, concedes that Lincoln's cryptic naming system is largely incomprehensible to most people. "We understand the issue," he says, adding, "Another way Lincoln could distinguish itself is to leverage its heritage."

AN notes but draws no conclusions from the fact that sales of the Lincoln Navigator SUV are up 84% this year compared with a 7% drop for the brand's MK series cars.