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Rear Badges on my Continental


Lincoln Fanatic
Staff member
Someone commented to me the rear badges are disappearing on cars.
There are people out there that always debadge their car no matter what it is. They simply like a "clean look" - so they say. Badging/branding isn't going anywhere. But Lincoln definitely had a reason to leave "Continental" off their flagship sedan and maybe Town has the idea...

Pasadena Lady

Senior Member
Thread starter #22
Perhaps the idea is to drum up showroom traffic from people seeing the attractive Lincoln but wanting to know the model, so they satisfy their curiosity at the showroom floor. Mercedes and BMW still show their brand logo and model alphabet on the rear, so I don't think it is going away as much as Lincoln selecting the path less travelled.
I don't think that people seeing an unbadged Lincoln will go to S showroom to see which model it is. I just heard a radio show in Syracuse where the gentlemen said he totally debadged his cars front, side and rear. He said that is what he prefers. He thinks it looks cleaner. I wondered how he chose the brand car in the first place. He hinted he thinks people will guess what car it is.
Just ask a policeman trying to get info about an accident and questioning people about what car they saw leaving the scene. Most cannot tell the brand yet the style. You even hear this on TV shows. I can see removing the sticker from the dealer that is added to the rear. I always ask the dealership if I keep the sticker on my car, advertising the dealer, how much money do I get for providing advertising space. They usually remove the sticker before delivery!
The reason there aren't any rear badges on both the Conti and the Navi is two fold:

1. As already mentioned, the lack of a nameplate creates mystery and gets folks curious about the car. If you saw a Conti in a parking lot and didn't know what it was what's the first thing you'd'd walk around the car and try to figure out what it is leading you to the front quarter emblems. You might also go home and Google "new Lincoln sedan".

2. The biggest reason for the lack of rear badging however has to do with brand recognition over model recognition. What I mean by this is that Lincoln wants its customers to say "I drive a Lincoln" and not "I drive a Continental" similar to how brand snobs always brag about "I drive a BMW" or "I drive a Mercedes" when talking about their lease special 320is and CLA250s. In describing one's car you usually fall into one of two categories:

Category A. A true "car person" or at the very least, someone who loves his or her car. This person will always tell you what model he or she drives, the true dorks like us will even go into detail about options.

Category B. Someone who isn't a car person or someone who is a badge snob. These folks will tell you the make they drive, the former because they don't know enough about their own car, the latter because they're too embarassed to disclose that their "German Audi luxury car" is really a base model A3 with halogens.

However with folks in category B what often happens with lesser known brands which happen to build a few popular models is that the model will supplant the make in everyday conversation. Folks in category B will say "I drive a G35" either because they can't spell "Infiniti" or because no one knows what Infiniti is all about i.e. lack of brand recognition. In fact this is precisely why Infiniti renamed their lineup a few years ago, because G35/G37 and FX35 were more well known nameplates than Infiniti itself. Lincoln tried something similar in the mid 00s. Why do you think the Zephyr nameplate only lasted a year? Lincoln went Alphanumeric to in a way intentionally confuse consumers so that they'd give up on the model and just say "I drive a Lincoln" but it backfired because the product was mediocre. As such, "Lincoln" has become synonymous with "shiny Ford" in recent years and they needed a new strategy to reestablsh the brand. Enter them cashing in on some of their heritage by resurrecting nameplates like Continental (and if the rumors are to be believed, Aviator for a Lincolnized Explorer and Zephyr when the MK Fusion is redesigned) but keeping those nameplates off the rears (what most folks see in traffic) of their cars in an effort to continue pushing the brand over individual models.

It sounds ridiculous I know, but there's a marketing logic to it all. FWIW I'm glad they're going with names for their cars. I'd rather Lincoln be Lincoln instead of trying to ape the Germans which is what the Japanese did with Lexus, Acura and Infiniti. Put the marketing folks to work
Thread starter #24
What about the person who says .....I drive a Lincoln Continental? Both brand and model in one sentence.
Maybe that person has a problem with brand recognition and needs to add the model so the other person also gets brand and model recognition.
If Lincoln brings back the Conti to enhance the brand , then why?
What about the person who says .....I drive a Lincoln Continental? Both brand and model in one sentence.
Maybe that person has a problem with brand recognition and needs to add the model so the other person also gets brand and model recognition.
If Lincoln brings back the Conti to enhance the brand , then why?
It's rare that someone identifies what they drive by make and model. In that case both the brand and the model gain exposure, but what Lincoln is attempting to do is build an identify for the brand before individual models. This is why all of their vehicles not only share a familiar face but also a similar rear fascia as well. From the back when you see full-width tails you're almost always looking at either a Lincoln or in recent years a Dodge with their race track rear lamp setup. It's the same way you know you're looking at "a Cadillac" when you see those same vertical lights out back.
Thread starter #26
If in conversation I would say I drive a Cadillac, would you not want to know which model? If you said thst you drive a Ford , that opens a large door of models and styles. Would I be curious enough to ask which model? If you originally said a Ford Fiesta , I now have an image of the car and its styling.
In my days at the drag strip , it was very common to give the brand and model right away. Some cars however had a recognition on their own such as a Starliner or a Sunliner . But a Mercury was not enough. It had to be said as a Mercury Comet and then further as a Cyclone model, a Corvette was a Stingray, etc. later described by its engine, trans and even HP. Maybe I was among a different breed of car enthusiasts that need to know more info about your ride!
The original Cadillac V owners actually removed the letters CTS from the rear facsia to distinguish it from the regular CTS but only left the "V" symbol there. They did it to make their cars stand out from the ordinary CTS. I am sure thst they also referred to their cars as a "Cadillac V" when asked about their ride. It was new and different.
All you need to say now is I have a "Hellcat " , no need to give brand name.
How many of the average driver today know what a Continental is or was like?
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