Re: Is Lincoln is Ready to Toss the Alphabet Soup?
I think separating cars & utilities into two collections/sub-brands might be a good idea. Luxury brands in other industries use a strategy like that (Rolex). So, why not take advantage of Lincoln's two most iconic nameplates (Continental and Navigator) for the names of the sub-brands?
Continental Metro - compact sedan and coupé
Continental Cosmopolitan - midsize sedan and coupé
Continental Town Car - full-size sedan
Continental Mark IX - full-size coupé
Navigator Submariner - sub-compact utility
Navigator Atlas - compact utility
Navigator Aviator - midsize utility
Navigator Yacht-Master - full-size utility
So you have two brands, why bother calling it Lincoln at all? And do you really want to call any Lincoln a 'yacht'? And what about cars that blur the lines between car and crossover/SUV?