Lincoln to brand its hybrids ‘GT’ instead of ‘e’
Electric vehicle names have over the decades become inextricably linked to the letter ‘e,’ with car buyers now, unfortunately, taking the vowel to instantly spell “drawback” or “lack of performance.”
But EVs nowadays can offer the same qualities as any other vehicle, which is why Lincoln has decided to break that association, not use ‘e’ branding on it its electrified vehicles, and instead call them “Grand Touring” models.
Grand Touring usually refers to the top-of-the-line model in a vehicle’s lineup, and usually brings to mind a low and sleek sports car with plenty of power and comfort.
This is exactly the image Lincoln is trying to evoke when you think of its hybrid vehicles.
“Quite simply, it came down to, what does it do?” asks marketing chief Robert Parker. “And what it does is that it makes the vehicle more exciting to drive. It’s the purest definition of Grand Touring.”
Lincoln worked with focus groups to trial a number of different names, but Grand Touring had the most positive response, Automotive News reports; this mirrors Lincoln’s decision to return to traditional-word nameplates like “Navigator,” too, instead of just letters and numbers like it used to, and like everybody else still does.
The 2020 Lincoln Aviator Grand Touring will pair a 3.0-litre twin-turbo V6 with an electric motor and make a combined 450 horsepower and 600 lb-ft of torque, about 50 more hp and 200 more torque than the standard gasoline-powered model, making the hybrid much more than just a fuel-saver.