It was late-2012 when Ford established The Lincoln Motor Company from its struggling Lincoln luxury brand, wedging some extra space between the premium marque and its mass-market parent in the hopes that it could reclaim some relevance in the market. The newly-formed Lincoln Motor Company was run at first by Jim Farley, now Ford President of Global Markets, before the reins were passed to Kumar Galhotra in September, 2014.
But has Ford’s decision to bestow its Lincoln luxury brand with a bit more autonomy been conducive to success? That’s the question posed Friday in a piece from 24/7 Wall St., which argues that The Lincoln Motor Company has been a commercial failure, its US sales “as bad as they have ever been.”
“Sales fell 23% year over year in February and are down 25% for the first two months of the year,” the outlet says, noting the brand’s paltry 6,700 unit sales in February. “The sales of all its models but [the Navigator] declined, and most fell sharply.”
While true, January and February of 2018 were two outlier months in what has otherwise been a positive sales trend over the past few years. Lincoln Motor Company in 2016 saw its best sales since 2007 – just before the start of the Great Recession. Last year, brand sales declined less than one percent, from 111,724 to 111,159.
What’s more, transaction prices for new Lincoln vehicles are up $4,600 over last year, and for the month of January, prices were up by a staggering $8,700 over the same month the year prior.
Of course, Lincoln’s rebound from 2014 through 2017 largely mirrored what was happening across the country, with US passenger vehicle sales peaking at 17.55 million new vehicles in 2016. Still, there’s plenty of cause to be optimistic about The Lincoln Motor Company’s future. We may just have to wait awhile before the company is able to match the impressive 231k sales it achieved back in 1990.