Call me crazy, but I prefer my cars to have a name rather than the alphabet soup letters that are so popular now-a-days. I guess I just don't have time to remember all those letters. I don't own a Lincoln, although I did once take a look at the Aviator and other models. I would not have even considered buying anything called the MKX.

Company research suggested that Lincoln owners identified more with the specific model rather than with Lincoln as a brand, saying they drove a Town Car or a Navigator, the report said. The branding switch is an attempt to put the emphasis on Lincoln.

That's because a Town Car and a Navigator are completely different. Calling them both a Lincoln is dumb.

Lexus sells SUVs too, and uses some obscure numbering sequence that I've yet to decode. Instead I refer to them as the "Little Lexus SUV" and the "Big Lexus SUV". Lexus sedans are simply called "a big waste of money". Is that what Lincoln is going after?