Yeah, market it as something classically American to attract the traditional audience, and to attract younger customers, use the road trip idea, but actually show a group friends enjoying it instead of a bunch of angsty hipsters.
The thing that bugs me about alphanumerics is that they don’t mean anything. It used to be that “335i” meant “3 series, 3.5 liter engine, fuel injected.” Simple, easy to understand, and informative. Now, though, there’s things like “MKT,” “QX50,” or “XT5” that mean absolutely nothing, and even formerly descriptive names don’t mean what they should.
If I’m not mistaken, Batman’s Batmobile was based on an old Lincoln concept car right?
Yep, the Adam West era Batmobile (my personal favorite) was the Lincoln Futura concept:
A great looking car in its own right, and one of the very few that actually looks good with a bubble top.
What happened to Mercury is an object lesson in how to kill a car brand through neglect. By the end, they had no unique models, Ford pretty much overlapped with their market segment, and whatever little styling changes they had often made them look cheap and plasticky compared to Fords. (That left such a strong impression on me that I still have to actively remind myself that they were semi-luxury and not a budget brand.) Hopefully FoMoCo has learned it’s lesson and will give Lincoln a real reason to live. The Continental is a good start, but they need more than one unique car if they want to be relevant.