With the Town Car gone and the Navigator far out of fashion, Lincoln has been struggling. If they’re to survive as a premium brand, they need a reason for people to buy their cars. At the show this year, they offered a couple.

The first: superior service. Jim Farley, Ford’s marketing chief, argued that Lincoln’s relatively low sales are actually an advantage, as they will enable more personal customer service than others can provide. The suggested analogy: a boutique hotel. But does this mean that Lincoln isn’t selling many cars by choice? Hardly.

The second: a distinctive product. Lincoln’s volume models (relatively speaking), the MKX and MKZ, too strongly resemble the Fords on which they’re based. At NAIAS this year Lincoln introduced the 2013 MKZ as a “concept.” While its not as similar to the new Fusion as the current MKZ is to the current one, the relationship between the two remains obvious. Especially since the rakes of the windshield and backlight are so extreme. The Lincoln does steal cues from Lexus rather than from Aston Martin, but is this enough? And is it attractive?

Beyond the exterior styling, Lincoln hopes to distinguish the new MKZ by offering a truly panoramic sunroof with panels the cover nearly the entire roof. Inside, the car differs a little more from the Ford, with the concept employing Lincoln’s traditional creamy white. The new MKZ might also drive differently. We’ll find out after they start rolling off the line.

Retained: alphanumeric model names that do a lot to confuse potential buyers, and little else.