Like them or not, the Lincoln brand's nameplate nomenclatures of "MKT," “MKZ," "MKX," and "MKS" are here to say, according to USA Today.
Last year, Ford CEO Alan Mulally intimated that the carmaker was considering a switch from the MK naming to something more traditional, like Continental.
For the hopeful, those dreams have officially been dashed. At the 2012 Detroit auto show, Lincoln introduced the MKZ Concept, indicating the Zephyr name probably wouldn't be revived.
Jim Farley, Ford's marketing chief, also hinted that the names would stick. "What I've learned in my career is it's product that matters, not the name," Farley told reporters at the show. In a separate interview, Mulally also told reporters he had come to terms with the current naming structure at Lincoln.
No word on if this spells the end of the only model still holding a proper name at Lincoln: the Navigator full-size SUV.
No change: Lincoln Is Stuck With Alphabet Soup Names (USA Today)