What’s in a name? People, animals, and things have their own moniker that they are famous for. Names could range from the most common to very unique combinations. Today, aside from the car brand, automobiles have their specific names according to model.
Ford is known for their truck names such as Bronco, Courier, D-Series, Ranger and even Ranchero. General motors, another automobile company have car names like Alpha, Delta, Epsilon and Sigma.
However the Lincoln Motor Company, a division of the Ford Motor Company sells luxury vehicles mostly to their North American market. This automotive company is well known for its confusing car names (seen here at www.reedmantolllincoln.com) ranging from initials such as MKS, MKZ, MKT and MKX. But according to its vice president, talks over changing their car names is already, well in the process. Possibilities of name change have been open following a global marketing investment in China.
Lincoln Flashback
Established in August 1917 by Henry Ford and Wilfred Leland, Lincoln’s first revenue were from assembling aircraft engines for World War I contracts.
In 1922, Ford Motor Company purchased the Lincoln company who at the time manufactured luxury automobiles. Even after the acquisition, Lincoln continued to function as a separate company under Ford.
Branding wise, Lincoln attached a greyhound in the hood ornament in 1927 for its emblem. In 1930, the company replaced it with a coat of arms with a red cross and a knight’s helmet. However the confusing alphanumeric nomenclature started in 2007 which bore the three-letter design (MK-) became their standard.
Name Change for China Market
Lincoln is planning to change some of the names of its car models in reference to opening a market following in China. People in China still remember the brand as a car for presidents and government official which is why they are considering the name change.
According to Chris Woodyard of USA Today, “Ford’s Lincoln division certainly isn’t the only luxury automaker with confusing alpha-names for its models, but an executive here last week cracked the door a tiny bit when it comes to the idea they might change. But maybe not in the U.S. “
However, CEO Alan Mulally is yet to decide on the change in Lincoln’s naming structure.
The Superbowl Announcement
Highly publicized news on the announcement of Lincoln’s name change will be set during the Superbowl ad. Although the release of the MKZ is remarkable, competition is still high. To think there are far better automobiles in the market like that of Ford’s own best-seller here and abroad– Fusion. Competition over pricing has even become fiercer and higher.
Given its present financial standing and branding, Lincoln Company is believed to be in jeopardy. Adding insult to injury, Lincoln announces to “crowdsource” their Superbowl ad bringing in a B-list celebrity to man the stint. Desperate moves like taking in B-List celebrities and crowd sourcing only confirms speculations of the company’s real financial standing.
Name change or not, what is important is the quality of product a company produces. And with Lincoln’s marketing strategy, let’s just hope it will take them to greater financial standing in the future.
