One of the many complaints about the Lincoln brand over the past decade was the decision to drop model names in favor of meaningless three-letter alphabetic names starting with MK. When Lincoln revived the Continental nameplate last year as a replacement for the MKS, it was unclear if this was to be a one-off decision for the big sedan. This week, ahead of the Los Angeles Auto Show, Lincoln Motor Company president Kumar Galhotra confirmed that the MK names are indeed going away across the lineup with the MKX set to become the Nautilus starting with the 2019 model year.
While many global premium brands have done this in part to avoid using names that might have mixed or negative connotations in different languages, With the exception of Cadillac, they were usually at least consistent across the lineup. Like its crosstown rival with the Escalade, Lincoln always retained the Navigator name for its full-size SUV.
The reveal of the refreshed and Nautilus does however, raise an interesting question, as it comes just one week after the reveal of the updated 2019 MKC which keeps its name. Galhotra addressed this, explaining that the rollout of new names will be staged over the next couple of years. Branding or rebranding is an expensive exercise and it requires significant marketing dollars.
The current-generation MKX has only been around for two years still has several more years of life in it. The MKC on the other hand shares much of its underpinnings with the Escape which is approaching the end of its lifecycle. While the MKC is getting a new grille for next year, it is otherwise largely unchanged. A new platform will probably arrive in the next couple of years, and at that time, a new as yet unannounced nameplate. The same holds true for the MKZ while the MKT will likely just continue its slow fadeaway.
So What’s New Besides The Name?
Like the MKC, the Nautilus gets the new face of Lincoln with the grille that debuted on the Continental and MKZ and is now on the Navigator as well. The grille is becoming an increasingly familiar presence on the road and it seems to suit the crossovers quite well. The new headlamp clusters are fully separated from the grille and the slim LED turn signals are in turn distinct from the main lamps. At the rear, the spoiler on the tailgate has been subtley reshaped with a cleaner look while the full-width taillamps have a more sophisticated design.
Like the Continental and Navigator the Nautilus also features new fender plates below the mirrors that incorporate the model name. Five of the six available wheel designs are also new for the 2019 model.
Inside, the Nautilus gets upgraded 22-way adjustable Ultra Comfort seating up front similar to the Continental. Also available is a 12.3-inch fully digital instrument cluster, a device that is making its way across the Ford and Lincoln lineups including the 2018 Mustang.
Lincoln has upgraded the driver assist systems in the Nautilus. For the first time in a North American product, the Nautilus gets available lane centering. When the radar based adaptive cruise control is engaged, the lane centering will attempt to track the lane using the forward looking camera, similar to the systems found in an increasing number of premium models. Unlike Cadillac’s Super Cruise it’s not designed as a hands-off system, instead after 15 seconds of no-hands use it will give increasingly aggressive warnings. As a single camera system (unlike the multi-camera setups of Cadillac and Mercedes-Benz) we’ll have to wait until it launches to see if it is any more reliable at detecting lane markings.
The Nautilus also get automatic emergency braking that will apply the brakes if you are closing too fast on the vehicle ahead without applying the brakes and a new evasive steering system. This latter system is designed to help the driver avoid a collision when they do apply a steering input. When the radar detects a high closing speed, the Nautilus won’t steer for the driver, but it will amplify steering inputs. It utilizes the active steering mechanism built into the steering wheel hub that can vary the steering ratio (the ratio between how far the driver turns the wheel and the angle of the front wheels). When an evasive maneuver is called for, the steering ratio is increased automatically to help get the Nautilus respond more quickly. It’s a relatively simple and clever approach that should help to avoid some rear end collisions.
Expanding services
Overall, Lincoln seems to have found itself an interesting niche in the premium marketplace. Rather than try to take on the Germans head on as Cadillac has done, Galhotra and his team have latched on “quiet comfort” theme. They are making Lincolns into a serene place to travel and are building out services around the vehicles that are designed to make life better for customers.
Galhotra described the core values of Lincoln as “warm, human, effortless and removing painpoints.” To that end the brand is expanding on services like Pickup and Delivery for vehicle maintenance and service. In the first year of this offering, Lincoln had more than 60,000 customer interactions and they are taking it nationwide.
In April at the New York Auto Show, Lincoln Chauffeur was announced as a pilot program in San Diego and Miami that would provide professional drivers that would come and drive your Lincoln for you as an alternative to black car livery services. Based on feedback from customers, the program has been rebranded as Personal Driver and will soon expand to Dallas. Customers have been using the service for nights on the town, medical appointments and one-way trips such as to the airport.
Speaking of airports, Lincoln is trying to remove more friction from customer’s lives through a partnership with Clear. New Lincoln customers will get a six-month free trial to the service that allows expedited passage through airport security. Those that opt for a Lincoln Black Label package get a full year of Clear.
In 2018, Lincoln will launch a pilot of a vehicle subscription plan. Like other plans including Cadillac Book, Porsche Passport and Care by Volvo, the Lincoln subscription will be all inclusive with maintenance and insurance in the flat monthly fee. Like the Volvo approach, customers will get access to a single vehicle rather than choose from the entire fleet at any time. However, it will be a month to month plan and customers can choose different vehicle every month rather than the two-year commitment with Volvo. Each model will have individual pricing so customers would pay a higher monthly charge for a Navigator than an MKC for example.
All of this points to how Lincoln is trying to find its own distinct place in the market. While enthusiasts won’t be pleased that they are unlikely to get a hot-rod Lincoln to take on a BMW M5 or Cadillac CTS-V, Ford shareholders will appreciate that Lincoln is steadily growing its sales and making the brand a sustainable business.
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