“Whatever you are, be a good one.” That quote is often attributed to Abraham Lincoln, and frequently uttered by so-called inspirational speakers while nattering about happiness and career choices. It’d seem the Lincoln Motor Company is taking the advice of its namesake to heart, sketching out a 10-year plan that’ll bring it into the next decade.

Lincoln hasn’t historically always been very clear on the “whatever you are” part of that motivational missive.

In fact, company execs that spoke about these future plans during media availability earlier this week said as much, stating changes made to the brand since the introduction of its ‘Quiet Flight’ philosophy have helped focus efforts and message. A common design language – one that no longer resembles a krill-hungry baleen whale – now stretches across a lineup populated by vehicles with real and memorable names, unlike the old mash of MK-Whatever.

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