Apparently, Ford's marketing folks thought that the non-named Lincoln LS was such a hit that they should drop names from all Lincoln products in the future, and instead go with alphanumeric gobbledygook* such as Jaguar's XKR. For example, according to Automotive News (HT: AutoBlog), the new Aviator crossover will in fact be named "MKX", which stands for nothing in particular. This will no doubt backfire, and some of Lincoln's older customers (like, most of them) will think this is meant to be the "Mark 10", a distant relative of the Mark IIX. Aviator was a good name, I don't understand the need to screw it up.
Now, there's a way to set the brand apart! Hard to remember three letter names. Hello? Mr. Fields? What happened to "Red, White, and Bold"? Can you name the parent company of the following models? CTX, CXT, SRX, XJ8, SC, CLK, SLK, QX, MX5? At least, make the naming system logical, like Volvo: V for Vagen, S for Sedan/Saloon, XC for crossover, number for size.
*A word I almost never get to use!