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New Lincoln Names Help Brand Stand Out

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2020 Lincoln Corsair 2.0-liter turbo | new Lincoln names
Photo: Lincoln Motor Company

What’s in a name? If you’re trying to appeal to luxury buyers who want something that resonates on an emotional level, a lot. According to Lincoln marketing director Michael Sprague, the decision to move away from alphanumeric vehicle names and toward names like Aviator, Nautilus, and Corsair is part of a push to forge bonds with new generations of customers.

“With any brand, you’re trying to create an emotional connection,” Sprague told Detroit Free Press’ Mark Phelan in October. “It’s easier to do that with names.”

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Sprague notes that there is a warmth to using actual, honest-to-god names instead of letters and numbers smooshed together. As Lincoln sought to find its footing again after the recession and amidst a field of luxury competitors, it initially took to the idea of the MK nomenclature. But with the Navigator consistently positioned as one of its most beloved vehicles and continued clamoring for the return of the Continental, the tide turned back toward actual words for names.

The effect of replacing the MKX and MKC with the Nautilus and Corsair, respectively, and launching its all-new three-row Aviator is one of consistency: “The names we’re using all have a nautical or aviation theme” Sprague said. “Consistent names are like consistent styling: They help you deliver a message.”

And that message has been heard loud and clear. Not only are Lincoln’s new SUVs scoring high marks with critics and customers at home, but they’ve continued to take off internationally in China, Korea, and the Middle East. With the brand continuing to add new vehicles, expect more of the same approach and more of the same result.

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News Source: Detroit Free Press