Why did Lincoln stop making MKS?
The MKS was discontinued after the 2016 model year as Lincoln shifted its lineup toward its revived Continental as a flagship and, more broadly, toward SUVs and crossovers. The move reflected weak traditional-sedan demand and a strategic reorientation of the brand.
Background of the MKS
The Lincoln MKS was introduced in 2009 as the flagship sedan intended to replace the Town Car and to anchor Lincoln’s full-size sedan lineup. Built on Ford’s CD4 architecture, the MKS aimed to deliver a premium, comfortable ride with Lincoln’s design language and a lineup of comfort-focused features. Over its run, the model received updates, including styling refreshes and technology upgrades, as part of Lincoln’s attempt to compete in the luxury segment against rivals such as Cadillac and Mercedes-Benz.
Origins and positioning
Launched amid Lincoln’s push to modernize its image, the MKS carried the brand’s “MK” naming convention during a period of transition. It functioned as the larger counterpart to theMKZ, with a focus on luxury and comfort rather than sporty driving dynamics.
Reasons for discontinuation
Several factors combined to end the MKS, signaling a turning point for Lincoln’s product strategy. Below is a summary of the main drivers.
- Shifting consumer demand away from large traditional sedans toward SUVs and crossovers, reducing the market size for the MKS.
- Strategic lineup simplification: Lincoln sought to reduce overlapping models (between MKS, MKZ, and other variants) and create a clearer product hierarchy.
- The branding challenge of the MKS within the MK-naming family: Lincoln moved to emphasize stronger flagship branding with the revived Continental.
- Cost and profitability considerations: maintaining a lower-volume, long-wheelbase sedan on an aging platform became harder to justify as sales plummeted compared with SUVs.
In short, Lincoln’s decision reflected a broader industry trend and a need to allocate resources to higher-demand models while clarifying the brand’s identity.
What replaced the MKS
To fill the void left by the MKS, Lincoln reoriented its sedan strategy around the Continental and shifted emphasis to SUVs, reshaping the brand’s overall image and product mix.
- Continental revival (2017 model year): Lincoln reintroduced the Continental as the flagship sedan to carry the brand’s luxury storytelling forward, distinct from the MKZ and other models.
- Mid-size sedan coverage: The MKZ continued to handle mid-size luxury duties, while the Continental took on the flagship role for traditional sedans.
- SUV-focused growth: Lincoln intensified its push into SUVs and crossovers (a trend that has continued with newer models) to align with consumer preferences and drive higher volumes.
Ultimately, the Continental’s return served as the direct replacement in Lincoln’s strategy for a premium, front-and-center sedan presence, with SUVs becoming the core of the brand’s sales engine.
Impact on Lincoln's lineup and branding
The disappearance of the MKS signaled a broader branding shift for Lincoln. The company moved away from the MK naming structure in favor of clearer model identities and a stronger flagship narrative embodied by the Continental. This shift coincided with a broader industry move toward crossovers and SUVs, a trend that has shaped Lincoln’s product roadmap into the late 2020s, with new models and updates designed to compete more effectively in the premium SUV segment while maintaining a refined sedan option in the Continental lineup.
Summary
Lincoln ended the MKS after the 2016 model year as part of a strategic overhaul aimed at simplifying the lineup, reviving the Continental as the flagship sedan, and prioritizing SUVs and crossovers in response to market demand. The MKS fade reflected a broader industry trend away from large traditional sedans and toward a more SUV-centric approach, a path Lincoln has continued to follow in the years since.
