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Ford Shouts ‘Ahoy!' to Brand-Wide Rechristening of Luxury Line

  • Lincoln’s top seller MKX gets named Nautilus, Latin for sailor
  • Marketing chief says brand is likely to ditch MK monikers
Bloomberg business news

Ford's Galhotra Says Lincoln Helps Boost Sales in China

Ford Motor Co. is going to rebadge its Lincoln land yachts after the luxury brand’s sales drifted for a decade using a three-letter naming scheme.

Lincoln is toasting the rechristening of its top-selling SUV ahead of the Los Angeles Auto Show this week, changing its name from MKX to Nautilus -- Latin for sailor. The days may also be numbered for the monikers of models including the MKZ sedan and MKC crossover.