Is Lincoln is Ready to Toss the Alphabet Soup? UPDATE post#136 - Page 2 - Ford Inside News Community
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post #11 of 146 (permalink) Old 04-21-2015, 06:52 PM
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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?

For Example:

Continental Collection
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 Collection
Navigator Submariner - sub-compact utility
Navigator Atlas - compact utility
Navigator Aviator - midsize utility
Navigator Yacht-Master - full-size utility
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post #12 of 146 (permalink) Old 04-21-2015, 06:56 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

It takes a great CEO named Mark to take out Mark in the naming.

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post #13 of 146 (permalink) Old 04-21-2015, 06:58 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

Quote:
Originally Posted by nruggiero View Post
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?

For Example:

Continental Collection
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 Collection
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?
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post #14 of 146 (permalink) Old 04-21-2015, 07:02 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

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Originally Posted by DetroitBORG View Post
So you have two rands, why bother calling it Lincoln?
It works for Land Rover and Rolex.
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post #15 of 146 (permalink) Old 04-21-2015, 07:12 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

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Originally Posted by nruggiero View Post
It works for Land Rover and Rolex.
I don't see how those relate, Range Rover and Land Rover is a strange twist in their LONG history, not an intentional branding act.
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post #16 of 146 (permalink) Old 04-21-2015, 07:21 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

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Originally Posted by DetroitBORG View Post
I don't see how those relate, Range Rover and Land Rover is a strange twist in their LONG history, not an intentional branding act.

We can say the same about Lincoln, there was:

Lincoln Continental
Continental (in its own brand)
Lincoln Continental Mark
Lincoln Continental Town Car
Lincoln Town Car
Lincoln Mark

So, the sub brand Continental si not a crazy idea...

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post #17 of 146 (permalink) Old 04-21-2015, 07:35 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

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Originally Posted by DetroitBORG View Post
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?
LOL It's just an example I stole from Rolex to make my point. I'm not suggesting they should use that.

I don't see how that would be a problem. It would be a problem if they made wagons, but that's not going to happen.
Quote:
Originally Posted by DetroitBORG View Post
I don't see how those relate, Range Rover and Land Rover is a strange twist in their LONG history, not an intentional branding act.
Land Rover has been heading into sub-branding for quite some time. Defender, Discovery, and Range Rover are all sub-brands.

Lincoln needs radical thinking in order to get out of the mud they've been in. Like Land Rover, Lincoln is a perfect candidate for sub-branding.

Lincoln has 4 options:
1. Keep the current MK- nomenclature and iconic nameplates
2. Ditch the MK- nomenclature for iconic and new, mediocre "real" names
3. Ditch the MK- nomenclature for a new, derivative alpha-numeric system while keeping the iconic names
4. Resort to sub-branding using Lincoln's two most iconic nameplates
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post #18 of 146 (permalink) Old 04-21-2015, 07:58 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

They should have fixed the naming scheme before they launched in China. I really think China is Lincoln's number one priority from now on. If they don't fix the naming system I think it will be because of success in China.
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post #19 of 146 (permalink) Old 04-21-2015, 08:06 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

This is great news!

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post #20 of 146 (permalink) Old 04-21-2015, 08:20 PM
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Re: Is Lincoln is Ready to Toss the Alphabet Soup?

I really wish Lincoln would bring back real names to it's lineup.

I personally would love to see it like this....

Zephyr (MKZ)
Continental
Town Car
Mark - Series Coupe

Cosmopolitan (MKC)
Aviator (MKX)
Navigator

Just my opinion on things.

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