Aaron Brzozowski
According to Lincoln Motor Company, women buyers are helping to fuel the luxury brand’s growth in the US, as Lincoln vehicle registrations held by women have increased 45 percent over the last decade.
Further data gathered by IHS Automotive reveals that registrations of the Lincoln MKC luxury crossover to women customers were up 52 percent in the second half of 2015 versus the same period in 2014, accounting for 59 percent of Lincoln’s overall SUV segment growth last year. The Ford Edge-based Lincoln MKX may also have had a role in this growth, as registrations of the all-new 2016 model to women were up 48 percent in December 2015 compared to a year prior.
This suggests that SUVs in particular are a major contributor to the growth of Lincoln Motor Company among female buyers.
The automaker likes to attribute this success to the quiet, luxurious attributes of its vehicle portfolio, and the universal appeal of its designs. “A more traditional material, such as luxury wood trim, or a more modern take in the form of a wrapped aluminum mesh, may hold equal appeal for women,” says Lincoln Senior Designer for Color and Materials Marcia Salzberg. “It’s where and how the material is applied, and its relationship to the colors and surfaces enveloping it that creates a holistic expression of quality women recognize and appreciate.”
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