Lincoln Continental sales increased in the United States, decreased in Mexico, and remained stable in South Korea during the first quarter of 2020.
| MODEL | Q1 2020 / Q1 2019 | Q1 2020 | Q1 2019 |
|---|---|---|---|
| CONTINENTAL | +15.35% | 1,563 | 1,355 |
| MODEL | Q1 2020 / Q1 2019 | Q1 2020 | Q1 2019 |
|---|---|---|---|
| CONTINENTAL | * | 18 | * |
| MODEL | Q1 2020 / Q1 2019 | Q1 2020 | Q1 2019 |
|---|---|---|---|
| CONTINENTAL | -12.78% | 116 | 133 |
| MODEL | Q1 2020 / Q1 2019 | Q1 2020 | Q1 2019 |
|---|---|---|---|
| CONTINENTAL | -16.67% | 10 | 12 |
The increase in Lincoln Continental sales during the first quarter allowed the large sedan to cement its place at the top of its segment, outselling all rivals on a combined basis. Behind the Continental was the Cadillac XTS (see Cadillac XTS sales), followed by the Acura RLX in a distant third place.
Not only did the Lincoln Continental outsell the now-discontinued XTS by 1,100 units, but it also managed to outsell the other two rivals on a combined basis.
| MODEL | Q1 20 / Q1 19 | Q1 20 | Q1 19 | Q1 20 SHARE | Q1 19 SHARE |
|---|---|---|---|---|---|
| LINCOLN CONTINENTAL | +15.35% | 1,563 | 1,355 | 71% | 25% |
| CADILLAC XTS | -87.33% | 473 | 3,734 | 21% | 68% |
| ACURA RLX | -53.28% | 178 | 381 | 8% | 7% |
| TOTAL | -59.52% | 2,214 | 5,470 |
In addition, the Continental accounted for 71 percent share of the segment, compared to 21 percent for the XTS and 8 percent for the Acura RLX.
The large premium sedan segment contracted nearly 60 percent in Q1 2020 to 2,214 units.
For informational purposes, we are providing sales figures for full-size prestige luxury cars, which are similar in size to the Continental but generally have significantly higher starting prices and typically work with different buyer demographics/profiles.
| MODEL | Q2 20 / Q2 19 | Q2 20 | Q2 19 | Q2 20 SHARE | Q2 19 SHARE | YTD 20 / YTD 19 | YTD 20 | YTD 19 |
|---|---|---|---|---|---|---|---|---|
| MERCEDES-BENZ S-CLASS | -39.51% | 1,817 | 3,004 | 40% | 41% | -32.04% | 4,183 | 6,155 |
| BMW 7 SERIES | -51.18% | 1,163 | 2,382 | 26% | 32% | -39.08% | 2,848 | 4,675 |
| LEXUS LS | -51.66% | 625 | 1,293 | 14% | 18% | -47.13% | 1,426 | 2,697 |
| GENESIS G90 | +185.80% | 463 | 162 | 10% | 2% | +22.15% | 1,147 | 939 |
| AUDI A8 | -14.73% | 463 | 543 | 10% | 7% | -23.53% | 1,017 | 1,330 |
| TOTAL | -38.64% | 4,531 | 7,384 | -32.76% | 10,621 | 15,796 |
Lincoln Continental sales increased during the first quarter despite the ongoing COVID-19 pandemic that has either shut down or significantly slowed business for the country (and the world). We imagine that the gains came from previous owners of the Cadillac XTS and CT6 – both sedans that have been discontinued as of this writing.
But despite the Continental’s boost in Q1, the vehicle’s sales volume was still significantly lower than that of the Mercedes-Benz S-Class – a model with transaction prices twice as high as those of the Conti. In other words, Mercedes-Benz managed to sell more of a more expensive vehicle.
As first reported by Ford Authority, the Continental will be discontinued once the current generation reaches the end of its lifecycle. After all, 71 percent share of a shrinking segment does not create a winning business proposition.
Closing the week at $11.68 per share.
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View Comments
Maybe Ford should reconsider dropping the Continental while rethinking dropping the Fusion as well. What they should be thinking about is cutting their loses in China and getting the Broncos and Mach E launched. My guess is new car sales will continue to struggle for the remainder of the year, so if you have a vehicle that the public wants. Maybe some marketing and added discounts will create some additional interest. The Continental is a good car, so my hope is Ford rethinks it's demise.
It just doesn't make sense to continue competing in an ever-shrinking segment. 1,500 units in a quarter is 6,000 units a year, and it doesn't look like it will get any better.
Just to give you an idea of how far off the goal they are, a persona involved in the planning of this car said that they would be breaking even at 40,000 units a year. They're a long ways off, with no light at the end of the tunnel.
All car companies should cut their losses and stop doing business in Communist China, period. But that won't happen. GREED will prevail. Lenin said it best: "the Capitalists will sell us the rope that we will use to hang them with".
1 question, Why do you think the Mercedes- Benz which cost almost twice as much out sold the Lincoln Continental? BECAUSE ITS REAR WHEEL DRIVE, STUPID A Luxury Car market exist look no farther than the Chrysler 300 /Dodge Charger twins which also out sell the Lincoln Continental. Listen to your customer market Lincoln rethink this model put the Continental on a Rear Wheel Drive platform add Coach - Suicide doors make sure it looks Classical Lincoln Great and you want be able to make enough of them. I own a Terminator , Lightning, BOSS 302 but No Luxury cars because Lincoln don’t make 1 when they do Am 1st N line, Guaranteed
I dont think it being RWD has anything to do it, how many people are taking their luxo barges to track days. I think its more of the S-Class is well established and there is more panache to owning a Benz than there is a Lincoln. If RWD was all it took to sell then Genesis would be crushing.
Despite being built on the Ford Fusion chassis, this is great vehicle, although all Continentals should be Coach Door Editions, however this poorly managed company is loaded with unqualified executives who are clueless on how market and sell a sedan. Not surprised this company's stock is trading at $5.24/share, and may go down to $3.00/share on Dec 1st.
I got one, great car!!! I live in Europe and wherever I go people stop and stare at it... it is truly a phenomenal car to drive. Quiet and comfortable. I do agree that making it RWD would add prestige, but the argument that all successful luxury cars are RWD is not true... look at Audi's they are all based on a FWD platform from VW.
My opinion is that the Continental is great, but it would benefit from more frequent OTA updates, for instance the lane keep assist could have been updated OTA to become lane centering like in the latest Lincolns. Other than that this car and the other latest Lincolns ooze presence like nothing else on the road (for the money you pay for them), would buy again in a heartbeat.