2004 Lincoln Towncar Stretch Limousine 8-10 Passenger on 2040-cars

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Does Lincoln Zephyr trademark mean a return to real names?

Lincoln's long history includes many legendary names, and despite its short life, Zephyr retains a spot in that pantheon. Perhaps its will return once again: Ford Motor Co. applied to trademark Zephyr on May 11. Trademark filings can have ambiguous meanings, and often they're legal plays to get or keep the rights to a name. But in the last year, we've seen signs Lincoln is looking to use real names on its vehicles again. Obviously, it's keeping Navigator for its flagship sport-utility vehicle with a new model due next year. Reprising Continental for the MKS replacement was also well received. That said, Lincoln still uses the MKX and MKC "names" for its crossovers. Zephyr is a dustier moniker. It was used in the 1930s and '40s on a mid-level model spearheaded by Edsel Ford. The stylishly aerodynamic model was set between the Ford V8 De Luxe and more expensive Lincolns. It returned in 2006 as the Lincoln version of the Ford Fusion before that model was renamed MKZ. Mercury also used Zephyr on its version of the Ford Fairmont in the late 1970s and early '80s. Ford last held a trademark on the Zephyr name in 2013. The filing says Ford seeks to use Zephyr for "motor vehicles and parts and accessories therefor." That could mean a new car — or just parts. Putting the Zephyr badge back on the MKZ is the most likely bet. Meanwhile, Ford also moved to get the Thunderbird trademark on May 11 for the same vehicles and parts purpose, and it filed for the Mustang trademark for shampoo and lotions on May 4. A Lincoln spokesman said, "In the normal course of our business, we file trademarks for names," but had no further information. Related Video:

Ford recalls 1.48 million F-150s for transmission, plus other models

Weeks after recalling more than 800,000 F-Series pickup trucks for a fire risk, Ford has issued another separate recall for approximately 1.48 million 2011-2013 F-150s for a transmission fault. The six-speed automatics could unexpectedly downshift into first gear without warning. Ford and Lincoln tangentially issued much smaller recalls for the Mustang, Continental, Nautilus, and Navigator. According to Ford, some 2011-2013 model year F-150 pickups with six-speed automatic transmissions could "experience an intermittent loss of the transmission output speed sensor signal to the powertrain control module." This could potentially cause the trucks to temporarily downshift, which could be dangerous if it occurs while driving. Of the 1.48 million affected trucks, 1.26 million are in the U.S. while 221,000 are in Canada. Thus far, Ford knows of five reported accidents involving the issue. To remedy the problem, owners can take their trucks to dealers to update the power control module software. Ford also issued recalls for about 4,350 2019 Mustangs, Lincoln Nautiluses, and Lincoln Navigators in the U.S. and Canada due to a possible fault with the instrument clusters. Although there have been no reports of accidents, Ford says the instrument panel clusters assemblies might be blank or not turn out when the vehicle is started. Additionally, Ford issued a third recall for 28,200 2017-2019 Lincoln Continentals in the U.S. and Canada. Ford says silicon contamination might build up inside the door latch motor, causing it to malfunction. As a result, the door latch might not always fully engage, and the doors could possibly open unexpectedly. Despite no reports of accidents, Ford will remove and replace door latch assemblies on all doors for those affected by the defect. If any of these apply to a vehicle you own, contact Ford to discuss whether it is included in any of these recalls and have the vehicle checked out at a Ford dealership.

Lincoln to adopt Mini-like personalization strategy?

There's no single silver bullet that will cure all that ails the Lincoln brand, and Ford knows that just as surely as we do. Coming out with exciting new models like the well-received MKC crossover counts as several steps in the right direction, assuming of course that the production version is as appealing as the concept just shown at the 2013 Detroit Auto Show, but more is needed. According to Jim Farley, executive vice president of Lincoln, one more trick may be "mass customization."
Put another way, Lincoln is considering ways to allow buyers to customize their new vehicles right off the showroom floor, similar to how things are done at Mini, and, to a lesser extent, Scion, where Farley previously served as corporate manager. Imagine, for instance, ordering a new MKC with a large Lincoln insignia embossed into the leather seatbacks, according to Automotive News.
While we're not so sure anybody is all that interested in paying extra for more Lincoln logos, it's a strategy that has proven rather fruitful at Mini. Only time will tell if Ford's erstwhile luxury division will once again be seen as something truly worth reaching for, and if customers are willing to pay a further premium for customization.