# Lincoln to Chase Cadillac Navigator the New Escalade? By Arjun Davda | Published 2006-01-14 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/lincoln-to-chase-cadillac-navigator-the-new-escalade References: [freep](http://www.freep.com/apps/pbcs.dll/article?AID=2005601090340) & [news.agendainc](http://news.agendainc.com/mt-agenda/content/archives/2006/01/post_353.html) Beginning today at the Detroit auto show, [Ford Motor Co.](https://www.trendhunter.com/trends/ford-model-e) will kick off a plan to rescue its struggling 89-year-old Lincoln brand. It starts with two concept vehicles and a new strategy to name its models with letter combinations, as many competing luxury makers already do. "It'll be a transition over time," Ford's new President of the Americas, Mark Fields, said in an exclusive interview with the [Free Press](https://www.trendhunter.com/trends/free-now) Sunday to discuss the future of Lincoln. "I want people to focus on the Lincoln brand," Fields said. The effort will be kicked off today when the company unveils two concept vehicles: an MKX crossover, which will replace the [Aviator](https://www.trendhunter.com/trends/randolph-driveworks) SUV, and an MKS sedan. (DETROIT FREE PRESS) ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 78% | Activity: 48% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Transition to Letter Combinations:** The strategy of naming models with letter combinations presents an opportunity for a disruptive innovation in the luxury car industry, as it allows for more flexibility and originality in branding. - **Rescuing Struggling Brands:** The plan to rescue the struggling Lincoln brand through concept vehicles and a new strategy signifies an opportunity for disruptive innovation in the automotive industry, as it aims to rejuvenate an 89-year-old brand. - **Emphasis on Brand Focus:** The focus on the Lincoln brand and its future presents an opportunity for disruptive innovation in marketing and positioning strategies for luxury car makers, as it directs attention towards a specific brand identity. ### Where This Applies - **Luxury Car Manufacturing:** The strategy of using letter combinations to name models presents a disruptive innovation opportunity for luxury car manufacturers to enhance their branding and differentiation. - **Automotive:** The plan to rescue the struggling Lincoln brand through concept vehicles and a new strategy presents a disruptive innovation opportunity in the automotive industry to revitalize established brands. - **Marketing and Positioning:** The emphasis on brand focus and the future of the Lincoln brand presents a disruptive innovation opportunity for marketing and positioning strategies in the luxury car industry to stand out in a highly competitive market. ## Related on Trend Hunter - [Opulent Americana EV Concepts](https://www.trendhunter.com/trends/lincoln-model-l100-concept.md) - [Stealth Luxury SUV Models](https://www.trendhunter.com/trends/lincoln-navigator-black-label.md) - [Luxury Vehicle Teasers](https://www.trendhunter.com/trends/cadillac-v.md) - [Revamped Sleek Electric Vehicles](https://www.trendhunter.com/trends/lyriq.md) - [Luxurious Reimagined Vehicles](https://www.trendhunter.com/trends/armored-cadillac-escalade-chairman.md) - [Vivaciously Redefined Car Brands](https://www.trendhunter.com/trends/copy-nothing-campaign.md) - [Expansive Car Dining Escapades](https://www.trendhunter.com/trends/cadillac-of-reservations.md) - [Limited-Time Car-Dining Experiences](https://www.trendhunter.com/trends/escalade-iq.md) - [Electric Off-Road Concepts](https://www.trendhunter.com/trends/elevated-velocity.md)