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Lincoln prepping MKZ re-launch?

Launching an all-new car is no easy task. Case in point is the 2013 Lincoln MKZ, introduced with the fanfare of a major nationwide marketing campaign, including expensive Super Bowl ads, just as Ford was curbing production over potential quality issues. The resulting mess was nothing short of a nightmare for any automaker - customers visiting dealerships looking for cars that hadn't been delivered yet. Disappointed buyers walked out of Lincoln retailers without new keys in their hands, or switched to a competing brand to fill empty spaces in their driveways.
The impact was painful, as Lincoln's sales in January and February of this year were among the lowest it has recorded in more than a quarter century. Even though March looked a bit brighter, with the supply crisis reportedly over (there are 3,000 units in transit and production is approaching 200 units per day) the automaker is reportedly studying the feasibility of giving its pivotal MKZ the launch it originally deserved.
According to TheDetroitBureau.com, putting the MKZ back on consumer's radar could cost Ford tens of millions of dollars, but that kind of investment may be warranted if potential buyers have forgotten about the new model... or worse, if they have forgotten about Lincoln.

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:

The Zephyr could help Lincoln, seriously

The Zephyr could help Lincoln. The concept car revealed this week at the Shanghai Motor Show is gorgeous and a conversation starter. People noticed Lincoln.  The brand is quick to say the car, officially called the Zephyr Reflection Preview, is only intended for sale in China and what we’re seeing is a concept. In other words, donÂ’t get excited and donÂ’t read too much into the reveal. Why not?  Mercedes, Audi and BMW still do pretty well with sedans. So do Lexus and Cadillac. IÂ’m not saying Lincoln should line up three wide against the C-Class, E-Class and S-Class and try to go head-to-head. Just make one car, maybe complemented by a crossover variant, like the Volvo S60 and V60 Cross Country relationship. Tiptoe into the segment. Price it right, make it electric and see what happens. IÂ’ve argued Chrysler only needs a few models to become relevant again. Lincoln already has more than a few solid models. Lincoln is relevant. The Navigator is the superstar, and the brand has a respectable lineup with attractive design, solid powertrains and clever chassis setups (like the AviatorÂ’s independent rear suspension). Lincolns arenÂ’t more expensive Fords with flashier grilles anymore. Ironically, thatÂ’s exactly what the last Zephyr was — a gussied-up 2006 Ford Fusion — that lasted for one year before being renamed the MKZ. Ford Motor Co., including Lincoln, famously pivoted away from cars. That was a mistake. The Ford brand can compensate with Bronco Sports and Maverick pickups and maybe a crossover-wagon thing that sort of replaces the Fusion. Lincoln could use something beyond crossovers and SUVs. At this point, youÂ’re probably saying, “Uh, Continental, hello — Lincoln tried this." In fact, Lincoln has actually sold 768 Continentals this year as it sells off remaining inventory of the now-discontinued sedan. IÂ’d argue the ContinentalÂ’s demise wasnÂ’t due to its merits. ItÂ’s a pretty good car. It just had the misfortune of launching in 2016 as the market for sedans continued to shrink. The Continental was never going to be a volume play, but the measly sales figures it did achieve didnÂ’t justify its existence, even for a halo car. The Cadillac CT6, the ContinentalÂ’s domestic rival, met the same fate for the same reasons. Why would a new sedan fare any better? Lincoln didnÂ’t reveal the powertrain of the prototype, but an electric Zephyr sedan could bring in a whole new customer to the brand.