As a way of honouring the brand’s heritage, famous American automaker Ford has decided to do away with the well-known MK nameplates many had come to associate with Lincoln. It has done this with the launch of its all-new Continental Concept.
According to the company’s CEO, the move is an attempt for the brand to reinvent itself by delving into its past. Continental is a name that was linked to Lincoln and is currently being reintroduced as a successor to the brand’s famous cars, MK. As of now, the future of the brand’s MK cars is bleak, with sales experiencing a major decline of about 7.2 %.
On the other hand, the Lincoln Navigator, the brand’s only car that does not bear the MK name, is up by 84%. It is expected this shift in gears will help resonate the value of the brand amongst its customers and ultimately help the brand get back on track.