Just kidding. It’s a safety car thingie used to test collision avoidance without having to repair hundreds of rear bumpers. Although that would certainly give a bunch of Ford’s idled UAW workers something constructive to do. You do know I mean the car on the right, yes? Good. Quick! What’s the name of the one on the left, MKS, MKZ, MKT, MKWTF, MKLOL or MKF? Other than that, I got nothing. Hat-wearing Detroit News cheerleader Scott Burgess, on the other hand, has a whole article on FoMoCo’s new, automatic, stop-you-from-crashing-into-shit-when-you-get-old-enough-to-mistake-a-blinged-out-Fusion-for-a-genuine-luxury-car technology. And a video! The fact that we’ve already seen this techno-geekfest via Volvo seems to have slipped his mind. That’s understandable. Volvo has fallen off just about everybody’s radar these days. Still, its sad to see The Blue Oval Boys usurp the Swedes’ unique selling point for a car as sad as the MK… wait, don’t tell me…
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“Quick! What’s the name of the one on the left, MKS, MKZ, MKT, MKWTF, MKLOL or MKF? ”
LOL! I hope someone at Lincoln is reading this so they finally realize how stupid and forgettable the three-letter names are. It’s never been pointed out better.
Also, I can’t figure out which “MK” the Lincoln in the photo is, either. Sad.
My only problem with the MKS was that the ecoboost Twin turbo wasn’t realeased when the car was released. What’s stupid is that they LET YOU KNOW that the new engine was coming soon.
That’s like a hooker saying – Don’t buy me right now, wait till I get my implants.
Anyway, The MKS is the best car Ford’s ever made – barring Mustangs.
It looks like a bunch of companies are chasing Lexus quality, technology and ride: Passatt CC, MKS, Buick, Volvo and a couple others.
The MKS’ sync technology is fantastic – probably the best navigation computer in any car on the road.
Witht he TT engine, I’d buy the MKs, but I also think a Chrysler 300C or SRT8 with all the tech options is just as good with a roomier interior.
Who gives a fuck about Wood panels? I’m driving a car, not a tree.
Flashpoint
My only problem with the MKS was that the ecoboost Twin turbo wasn’t realeased when the car was released. What’s stupid is that they LET YOU KNOW that the new engine was coming soon.
yeah, they’ve done that before and they’re doing it on the 2010 Mustang since the new engines will arrive for the 2011 models. So why would i buy a ’10 model?
Not only are the three letter names stupid but they are confusing. Most Americans know what a Fusion is but few know what a MKS is. The convenience stores in Florida will love this technology.
Obviously that’s an MKS. It’s not that tough, folks. If you want tough, try telling the distance between an LS460 and a Camry from fifty paces.
Don’t forget that most German and Asian luxury marques use aplha-numero jargon to name their cars as well. People shouldn’t bash Lincoln for what other top line makes do.
King Bojack:
Yes they should. TTAC pointed out the folly of alphanumerics in August 2004. One of pre-WR/AB Chris Paukert’s first editorials for us, in fact.
Jack Baruth:
Huh? The MKS is so a Fusion it Hertz. The LS460 is the best looking Lexus made (for what it’s worth): a powerful, subtle, elegantly-proportioned design that picks up where BMW and then Audi left off. IMHO it’s a masterpiece.
Mistaking an LS460 for a Toyota-Camry? I’ll need a lot more Rioja for that. You buying?
@RF:
Huh? The MKS is so a Fusion it Hertz.
The MKS is a Taurus. It is the MKZ that’s a Fusion.
I also think the GS-line is the best looking Lexus, but mistaking an LS460 for a Camry would be a lot harder than understanding Lincoln’s naming system.
I never did like the alphabet soup nomenclature.
It does, however, make it easier to sell a vehicle in various countries and avoiding humorous or negative naming (e.g. Nova = no go, Caliente = prostitute).
Why not call it the the Lincoln WTF? Ford could have Tom Cruise driving one in a commercial as he is being chased by Guido the Killer Pimp.
“Sometimes you gotta say What the F@#&” (Risky Business – 1983)
“It does, however, make it easier to sell a vehicle in various countries and avoiding humorous or negative naming (e.g. Nova = no go, Caliente = prostitute).”
Don’t forget the LaCrosse–which means pleasuring oneself in Quebec!
They are designed to be forgettable.
Ford wants you to say you drive a Lincoln, not a MK?. However stupid you think that is, that is what they are trying to accomplish.
If I had one, I would probably say I drove a Lexus and whatever acronym I bought. I’d bet you know what brand TV or computer you have, and not the model name.
My Grandparents and my uncle owned a Town Car and a Continental.
I don’t think you actually had to say, ” I own a Lincoln…”
those cars names spoke for themselves and the only company with em was Lincoln. They were the biggest status symbols of their day next to Cadillac.
Now that there are several dozen luxury imports such as audi, Lexus, Benz, BMW, etc, Lincoln has lost ALL appeal with those now in their teens – and has to fight to get the interest of those in their late 20’s.
The only people buying a Lincoln are those in their 30’s with brand loyalty to Ford.
Now Cadillac got it right…they’ve created universal appeal with their original design language. Lincoln has their own design language too, but its not really going to be as successful with young people unless GANGSTER RAPPERS RAP ABOUT IT. PERIOD.
Gangster Rappers SOLD ESCALADES.
Gangster Rappers SOLD CHRYSLER 300’s
If 50 cent puts rims on an MKS Then and only then will it be “must have fashion”.
If gangster rappers start buying Hyundai Genesis’, then and only then will it be a must have.
To me, it’s not so much a problem with alpha-numeric model names so much as this: Why did Lincoln have to make their names so darn confusing, illogical and unforgetable?
With Lexus, Infiniti and Mercedes-Benz, it’s fairly easy. For the most part sedans use a letter which, as it goes higher in the alphabet, means that the platform gets larger. It’s followed by numbers that either reflect the displacement of the engine or are at least fairly close (Benz names have been off by 2/10 of a liter or so, for those who obsess over such details. BMW does the same thing, except that numbers are used to designate the size of the platform.
Lincoln’s nomenclature has no logic or apparent meaning. In addition, the three model names in question (MKX, MKZ and MKS) are all too similar, and there isn’t an apparent rhyme or reason behind them. For example, why is a “Z” is smaller than an “S,” despite the fact that it’s a higher letter in the alphabet? And then the “X” – which is between both of those letters in the alphabet – is bigger than the other two (but same platform as the MKS, I think)? And then, there’s the Navigator and Town Car…which we’ll save for another day, I suppose…
Yeah naming a car is difficult. The Mitsubishi Montero in NA and Spanish America, but for some reason called Pajero in Japan and Brazil (don’t know Europe). You know why they changed for Spanish America and also the US? Cause Pajero is masturbator in Spanish. THe Ford Pinto down here got another name, too. Pinto means dick in Portuguese…
Colgate also has a tough time of it. In Spanish speaking countries that sounds like “hang yourself”!
But there is no excuse, they should just go for it. Succesful names become iconic. Even when the makers have stupid fetiches like Ford with the “F” and “E” names. Or Renault using a computer to generate meaningless but easily pronounced names. Like Twingo (ok it fits the car and has become an icon), Kangoo (unfortunate to name a car sounding like that animal!) or Sandero (they wanted something Spanish sounding since the car would originally only be sold in Latin America and poor Eastern Europe, but to me it sounds like a bad combination between abominable marxist guerilla groups – SANdinistas and SenDERO Luminoso – ).
Latin languages are famous for having names that can be pronounced easily (lots of vowels) in other languages (ex.: Fiesta, Capri, Monza, Verona, Doblò, Cortina, Continental, Bonanza, Fuego, Uno, Brava). And sorry English and German names and words are notoriously difficult for other people to pronounce. But even so you must be careful. Case in point: Hyundai. I mean Vera Cruz (Real Cross)and Santa Fe (Holy Faith)for cars? Or even Genesis? What’s up with all this “religiousity”? What’s next? Santa Cruz (Holy Cross) or how about Sagrado Corazón (Sagred Heart)? Armaggedon anyone? Or maybe, just maybe, how about, “ladies and gentlemen, presenting to you the new Hyundai Jesus!”
So, my point is, yes it’s hard. But do it. THe alphanumeric soup only kind of works for the Germans and Peugeots. Please give cars a name. And please do think about it!
The problem isn’t that Lincoln is using alphanumeric names, it’s that they threw away the decades of cachet that names like “Continental” had. The last Continental was a glorified Taurus, but still…
Plus (as previously mentioned) the names don’t make sense, and the cars themselves don’t stand out enough for anybody to really care about the difference between a MKZ (Fusion) and an MKS (Taurus).
thetopdog : The problem isn’t that Lincoln is using alphanumeric names, it’s that they threw away the decades of cachet that names like “Continental” had. The last Continental was a glorified Taurus, but still…
AND Lincoln was so late to the Alphanumeric-switcheroo that it Hertz. Lexus, Infiniti, Acura, Cadillac, the Germans have it for so long that the “me too” complex is alive and well at Lincoln.
——————–
King Bojack : If it’s constantly being pointed out that Lincoln names are stupid (which they are) then Acurinitexus and ze Germans should get blasted constantly too.
I disagree for my reason mentioned above. Not to mention Lincoln’s marketing/product planning department wouldn’t know what a “Lincoln” is if a Continental hit them in the face.
Its not entirely their fault, dealing with low-brow wrong wheel drive platforms, but at least try to be less of a wannabe with some brand intensive naming.
First off, you don’t mistake the MKS for a luxury car, it is a luxury car. It isn’t a sporty or performance vehicle, but when it comes to the luxury car hallmarks of great leather, real wood, quiet cabin, smooth ride, well crafted interior, dressed up exterior, and all the modern technology it comes through in droves. Nobody but the enthusiast mags and websites cares that it is front wheel drive. Since it has come out I have only had one customer who thought that was a dealbreaker, and after he drove it, he admitted that it was much better than he expected.
Also, here are some MKS sales figures for the month of November 2008 (one month I could find data for most of the companies) –
Hyundai Genesis – 1,151
Lexus GS – 717
Cadillac STS – 630
Infiniti M – around 1,300 (couldn’t find exact for month)
Lincoln MKS – 1,958
I couldn’t find results for the Acura RL (which is shared its place with the other vehicles listed as what Lincoln views as the MKSs competitors).
Also, while the new engine will definately rock, and will get some sales, I think it is going to be a niche product while the NA 3.7 is the volume seller. While some customers have acknowledged the existence of the EcoBoost, they have all said the 270+ hp base V6 is fine for them.
It is very easy to remember Lincoln’s naming scheme…if you call the cars what they really are…
MKFusion
MKEdge
MKTaurus
MKFlex
Lincoln is a joke. They MIGHT threaten Buick…but that is it.
@RobertFarago:
We’re going to have to disagree on this one, boss. The LS460 not only has an identical profile, rear-three-quarter, and flank language to the Camry, it’s also a sad, watered-down attempt to steal Hooydonk’s styling language without offending the first-generation wealthy.
The MKS is a true luxury car. It’s bigger than my Phaetons, it’s roomy, quiet, fast enough, and it looks like nothing else on the road. If you want to play the platform game and call it a “Taurus”, then you have to go further back and called it an “S80″… and you also have to call the LS460 a “long-wheelbase Soarer with a truck engine.” And if people think it can’t hustle… Bring your GS350 and I’ll run you around Mid-O or VIR, for money.
The reason manufacturers play the alphabet soup game is best expressed by a study Acura reportedly did in the early Nineties. More people recognized “Integra” and “Legend” than they did “Acura”. They liked the cars, but they didn’t know where to buy them.
The MKS isn’t nearly as much of a true American luxury car as the venerable Town Car it is supposed to replace.
I wish the American luxo brands would stop trying to copy the Germans and just do what they do best–big, floaty, quiet, RWD living rooms on wheels.
The Lincoln Taurus is a fraud and impostor. It is a near luxury car…not a luxury car. It’s biggest competition is the Lucerne from Buick.
The Lincoln Taurus has no V8, and no RWD, and that equals FAIL.
The Genesis is a better Lincoln than Lincoln could ever dream of building.
I just saw an MKS for the first time this morning. Very sharp looking car.
And Mr. Baruth – I suspect Robert’s point in the news item was not that he could not identify the car, but that it was so damn hard to remember which three-letter combination belonged to it!
Ha! Love the ‘MK???’ ideas Robert. How about MKNFI (No Friggn’ Idea), or NBI (Nothing But Initials)?
Sorry Lincoln, but my mind freezes up when I see your names. At least the BMW and Mercedes “code” names make some sense. The MK-what? doesn’t make any at all.
Pet peeve of mine. I can’t stand how GMC named their cargo van “Savana”. What is that? What is a “Savana”? Makes me want to chuck a tomato at one every time I see it. I know it is clever because it has the word “van” in it, but they could still have that clever trick AND spell it right… savanna. TWO ‘n’s. Arrrrgh!
# Flashpoint :
February 7th, 2009 at 11:48 pm
(…)
Lincoln has their own design language too, but its not really going to be as successful with young people unless GANGSTER RAPPERS RAP ABOUT IT. PERIOD.
Gangster Rappers SOLD ESCALADES.
Gangster Rappers SOLD CHRYSLER 300’s
If 50 cent puts rims on an MKS Then and only then will it be “must have fashion”.
If gangster rappers start buying Hyundai Genesis’, then and only then will it be a must have.”
Oh my….
…have you ever wandered outside of the ghetto?
Newsflash: nobody gives a crap about your “gangsters”. Moreover if Ford wants to build Lincoln’s market position on the ghettos then it’s an already dead brand.
Jack Baruth :
I know that study has been referenced ad nauseam, but who really believes 1/2 the B.S. marketers say anyway? If somebody likes a Legend or an Integra enough to remember the car’s name, it’s not that difficult to figure out where to buy one if you’re serious. I mean, isn’t a car the 2nd biggest expense of a person’s life? And you’re telling me the average person that might want to buy a Legend can’t be bothered to figure out where to get one? Especially in the year 2009 when all a person has to do is type the words “Legend+car” into google? At least the words “Legend” and “Integra” resonated with people, these days neither “TSX, TL, RL, MDX, RDX NOR Acura” mean very much to anybody
I agree with you on the LS/Camry thing though, the resemblance is ridiculous and embarrassing.
K.amm
regardless what you said… No one can discount the image that rap music bestows on vehicles. In Top Gear’s review of the Escalade they even mentioned it.
And as for the ghetto, I probably have more money than you’ll ever see even in retirement.
Names used to mean something and still do in some cases. Nobody says “I have a Chevrolet Corvette”, do they? It sounds redundant. Thunderbird, otoh, like Cutlass was hung on so many different kinds of cars that it became useless. I thought Mustang would go the same way until the 05-09 generation, or maybe the one before.
I don’t suppose anyone will ever again name a car Cimarron or Aztek. Citation…that reminds me, three of the Edsel series names were reused; that, Ranger, and Pacer.
Both Lincoln & Cadillac have retarded vehicle designations. Can’t call them names, that would insult the letters. Though I do find it funny that both companies have a real name for their full-sized SUV.