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Lincoln Continental Sales Place First In Segment During Q2 2020

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Lincoln Continental sales decreased in all markets tracked by Ford Authority, including in the United States, Canada, Mexico, and Korea during the second quarter of 2020.

Lincoln Continental Sales - Q2 2020 - United States

In the United States, Lincoln Continental deliveries totaled 1,012 units in Q2 2020, a decrease of about 32 percent compared to 1,490 units sold in Q2 2019.

In the first six months of the year, Continental sales decreased about 9 percent to 2,575 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -32.08% 1,012 1,490 -9.49% 2,575 2,845

Lincoln Continental Sales - Q2 2020 - Canada

In Canada, Lincoln Continental deliveries totaled 14 units in Q2 2020, a decrease of about 79 percent compared to 68 units sold in Q2 2019.

In the first six months of the year, Continental sales decreased about 71 percent to 32 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -79.40% 14 68 -71.17% 32 111

Lincoln Continental Sales - Q2 2020 - South Korea

In South Korea, Lincoln Continental deliveries totaled 106 units in Q2 2020, a decrease of about 2 percent compared to 108 units sold in Q2 2019.

In the first six months of the year, Continental sales decreased about 8 percent to 222 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -1.85% 106 108 -7.88% 222 241

Lincoln Continental Sales - Q2 2020 - Mexico

In Mexico, Lincoln Continental deliveries totaled 3 units in Q2 2020, a decrease of about 83 percent compared to 18 units sold in Q2 2019.

In the first six months of the year, Continental sales decreased about 57 percent to 13 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -83.33% 3 18 -56.67% 13 30

Competitive Sales Comparison

Despite a 32 percent decline, Lincoln Continental sales during the second quarter of 2020 place the vehicle in first place in its competitive class.

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Behind the Continental was the Cadillac XTS (see Cadillac XTS sales) in second, followed by the Acura RLX in third. Not only did the Lincoln Continental outsell the now-discontinued XTS by 748 units, but it also managed to outsell the other two rivals on a combined basis.

Sales Numbers - Full-Size Luxury Sedans - Q2 2020 - United States

MODEL Q2 20 / Q2 19 Q2 20 Q2 19 Q2 20 SHARE Q2 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
LINCOLN CONTINENTAL -32.08% 1,012 1,490 68% 21% -9.49% 2,575 2,845
CADILLAC XTS -95.07% 264 5,359 18% 75% -91.89% 737 9,093
ACURA RLX -23.63% 223 292 15% 4% -40.27% 402 673
TOTAL -79.01% 1,499 7,141 -70.55% 3,714 12,611

From a market share standpoint, the Continental accounted for 68 percent of the segment, way ahead of the 18 percent for the XTS and 15 percent for the Acura RLX.

The large premium sedan segment contracted 79 percent in Q2 2020 to 1,499 units, meaning that Continental sales fell at a slower rate than the segment average.

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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 as well as different buyer demographics and profiles.

Sales Numbers - Full-Size Prestige Luxury Cars - Q2 2020 - United States

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 42% 41% -32.04% 4,183 6,155
BMW 7 SERIES -51.18% 1,163 2,382 27% 32% -39.08% 2,848 4,675
GENESIS G90 +185.80% 463 162 11% 2% +22.15% 1,147 939
AUDI A8 -14.73% 463 543 11% 7% -23.53% 1,017 1,330
LEXUS LS -67.78% 417 1,293 10% 18% -47.13% 1,426 2,697
TOTAL -41.46% 4,323 7,384 -32.76% 10,621 15,796

The Ford Authority Take

The ongoing decline in Lincoln Continental sales isn’t particularly surprising for two reasons:

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  1. Consumers continue to choose utility vehicles (CUVs and SUVs) over sedans.
  2. The ongoing COVID-19 pandemic that significantly impacted the U.S. (and the rest of the world, as well as the auto industry at large) during the first and second quarter had a negative impact on production, in turn negatively impacting availability and sales volume.

Despite the Continental’s first place finish in its segment, sales of the large sedan was still significantly almost twice as low as that of the Mercedes-Benz S-Class – a model with transaction prices twice as high as those of the Continental. In other words, Mercedes-Benz managed to sell nearly twice as many units of a more expensive vehicle.

As first reported by Ford Authority, the Continental will be discontinued at the end of the 2020 model year. The last Conti is scheduled to roll off the line at the Ford Flatrock plant on October 30th, 2020.

About The Numbers

  • All percent change figures compared to Lincoln Continental Q1 2019 sales
  • In the United States, there were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
Ford Motor Company Q2 2020 sales reports:
Lincoln Continental Photos
Click to expand
Click to contract

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Written by Alex Luft

Ford Authority founder with a passion for global automotive business strategy.

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35 Comments

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  1. Anyway Lincoln makes a big mistake quiting sedans. Not everyone likes SUV’s or Crossovers or is willing to buy one. MB Audi, BMW, Cadillac, Volvo, Jaguar, Bentley, Tesla, Lucid, etc. have at least one sedan in their lineup and are succesfull selling them. I don’t see why Lincoln can’t. That’s letting a segment of the market go that possibly will not return when the market changes again. Even if SUV’s and Crossovers sell like hot cakes today, that won’t be forever. A serious luxury car company has to take care for the needs of their clients and without a sedan, Lincoln puts itself way behind its competition. In my case, after 25 years buying sedans ( and a couple of Mustangs) from Ford or Lincoln, I will migrate to other brand, but there’s no human power that’s going to make me buy an SUV or a Crossover for the simple reason that I don’t like them.

    • Do you think they haven’t tried to make a business case of how to keep these vehicles alive?

      The reality is that it’s very difficult to turn a profit on a product with dwindling demand in a depressed economy.

      The auto landscape and associated vehicle portfolios we see today will change drastically over the next decade. By then, every automaker you mentioned will have made significant changes to their sedan lineups, cutting models or eliminating them entirely. It just so happens that Lincoln is ahead of the curve in making that change.

      • They are geniuses. I feel sorry for Ford. They are history to me. No sedans, no actual cars, no sales to me or my wife, and millions of others. Give me a foreign sedan rather than an SUV. That’s my opinion hack.

        • What I think is that all automakers will substantially reduce the amount of sedans they will offer over the next decade.

          The trend started with FCA dropping the 200 and Avenger. That was followed by Ford dropping all sedans and by GM dropping most sedans.

          Now, Lexus has already cut the iconic GS, and Acura has announced plans to cut the RLX. Hyundai cut the Azera, and Kia cut the Cadenza. There will not be a next-gen Kia Stinger. This is only the beginning, the Germans will soon follow.

          Wake up and smell the coffee Roy – there is a trend emerging. Whether you choose to see reality for what it is, or continue in denial is totally up to you.

          • You said it. Reducing. Not quiting like Ford is doing. All automobile companies are keeping at least one sedan in their lineup. They are fully aware that the market and trends changes all the time and this SUV´s and Crossovers fever will also change. They are fully aware that in order to be competitive, they have to offer products to all market segments. Ford, in its own detriment, is leaving one segment out. Not everyone likes SUV´s and Crossovers or is willing to buy one and that is also a reality. Automobile companies are aware of that. Ford isn´t.

          • You need to stop drinking what they given you, all the low level models you named above needed to go away All the Auto Makers you named still have sedans in their line up, Lincoln and Ford has NONE. I don’t need or want a SUV, Sedans are not going to go away someone one will build them including FCA still sales 300 and Charger which are better models than the ones you named. The Fusion and MKZ are better sellers than all the models named above so why kill them off and drop out of the car market all together? Plz don’t say SUV

            • Not drinking anything, bud. Just facing reality.

              Here’s some more reality for you: the only thing that the 300 and Charger are good at is being a rental car. You say that the Charger and 300 are “better than the models” I named? Better at what, exactly? They’re not better from a product standpoint, I’ll tell you that. They are better at selling at bargain-basement prices to rental car firms, and generating close to zero profit in doing so. Also, do you realize that the high-performance variants of both models sell in very limited quantities? If it weren’t for the volume derived from rental customers, there would be no Charger or 300.

              You also need to start thinking deeper than sales volume. That’s only half of the game. The other half is the profit per unit, driven in part by scale economies. Ferrari sells substantially less vehicles than all sedan models we’re talking about here… but it generates more revenue and profit than all of the sedans combined. Starting molding that in your brain for a bit.

              “all the low level models you named above needed to go away”
              – Not sure what this means or the reasoning.

              “All the Auto Makers you named still have sedans in their line up”
              – How long will that continue? Think farther than the immediate future.

              “I don’t need or want a SUV, Sedans are not going to go away”
              – This isn’t about you. If you want to truly understand what’s taking place, then you would be well advised to take the personal factor out of your thinking. Instead, this is about the business. Here are the facts: it’s extremely difficult to generate value for the business (i.e. – make a profit) with the sales volumes seen here. Worse still is that there is no path to growth for sedans. Do you get that?

              • Here are some Cold Hard Facts 4U there are a lot 300’s parked in driveway around America and the Charger is a HotRod today.200’s and Avengers I haven’t seen 1 in awhile am sure most cane be found at Pick- N- Part along with the rest of the cars you named,. The Stinger was overrated and overpriced before it ever came out. So it couldn’t go no where but down

                • Roy – your entire comment has a grand total of 0 facts. What it does have are skewed observations. Good job!

                  But sure, by all means, keep telling yourself that a Charger with the 3.6L V6 is a “hot rod” and that it’s not a rental queen.

                  Bring some hard data to the party next time… leave the conjecture at home.

                  • The party am talking about you not ready for you need those V6 to sale to build the 714hp HellCat Charger Am talking about.Hell all the V6 Chargers are better than the sedans you list.So all those 200s and Avengers are where ever you living then. Hold on to them,None of them are worth repairing. Vehicles are the 2nd largest investment you make.if that’s what you like run with it haha

                    • “ V6 Chargers are better than the sedans you list”

                      You’re gravely mistaken.

                      Have you actually driven any of the vehicles in question?

                      (I already know the answer)

              • Wait a minute… is this the same Roy Chiles that insisted in a different thread that the 2020 Explorer and Aviator are body-on-frame SUVs instead of crossovers? Give it a break Roy. You know nothing and you can’t even think good.

                • I got a better idea you got 2 ends why don’t you stick a Banana N 1 of them and let it go. I never said it was body on frame

    • When you buy them, they will build them, right now people are not buying cars and if they are Genesis is taking over the market giving way more car for the money. A huge jump from them, not even mentioned, with 5 years bumper to bumper and 3 years regular maintenance. Also, they come to your house, give you a Genesis loaner, and take it into service. That’s how you secure buyers.

  2. Extended wheel base of the Ford Tauras, still resembles it to me, front wheel drive platform for luxury ride just not there.

  3. Lincoln and Ford will very soon regret discontinuing making their sedans. We have bought several Mercurys and Lincolns over the years. Now we do not have anything to buy from their Company. We do not want an SUV, just a comfortable traveling car. The Lincoln Continental is far too expensive for our taste. Lincoln is now only catering to the wealthy. So when we need another sedan, we will have to look to other auto makers.

    • Bonnie I totally agree with you the Lincoln Continental is was too high for want it is. It’s a larger front wheel drive Fusion that’s not going to cut. Lincoln already have the MKZ they need to stop watering it down use the Aviator platform and build a RWD Flagship sedan to complete with BMW and Mercedes Benz for that price

  4. It is amazing that Ford and Lincoln are abandoning solid market positions, regardless of the fact that there is a solid case for dropping full-size sedans. It appears most consumers, in that segment, go for crossovers or SUV’s in the current environment. The colossal mistake is in the midsized bracket, which still moves considerable volumes.

  5. Bonnie, I agree with you on the pricing of Lincoln sedans being high. You do get what you pay for as I owned a Genesis and the quality was not up to that of Lincoln, far from it. One suggestion would be to look at a certified pre owned low mileage used vehicle. I bought a used Lincoln and on a 2-3 year old vehicle with low miles you can save 50% or more of MSRP and still have a great looking vehicle that looks exactly the same going down the road as a new one, just a much smaller hole in your pocketbook.

  6. I too have questioned the wisdom of FMC abandoning passenger sedans altogether. It seems to me the Fusion/MKZ was a quality platform that deserved to be refreshed and continued. While visiting for service recently, a salesperson at my Lincoln dealership was also dismayed saying without any sedan, her loyal customers will now just drive down the block to Cadillac.

    I’ve always wondered why Lincoln wouldn’t take the RWD Mustang platform and create an exciting AWD luxury sport sedan that could bring younger buyers into their showrooms (who would then probably buy an Aviator for the spouse and kids).

    I do blame the recently departed CEO and I believe FMC will be back in the car business in the future. But totally abandoning passenger sedans altogether seemed to be waving the white flag in a shrinking, but still substantial, market segment.

  7. I drove my 2017 Continental to O’Hare , flew to my destination , rented a Toyota Highlander.
    Flew back and drove home in the Continental.
    It’s hard to adequately express how much more satisfying it is to drive a bespoke sedan in contrast to the golf cart like suv driving experience.

  8. Jim Farley, Ford, Lincoln, Who ever I hope your listening??? Dropping out of the American Sedan Market is not the way to go forward

  9. I am driving the last Town car made, a 2011 Lincoln. It is very sad that instead of continuing this model, they chose to make the Continental. It cannot compare with the Town car.

    • To this day I don’t understand why Ford and Lincoln abandon the Crown Vic or Town Car which also look great in limo trim until a new platform was ready. Both was the best riding sedans from America

  10. I don’t understand why they aren’t making sedans anymore either i love my ford cars I got three ford fusions 08 12 and 16 models and a 2011 lincoln mks that are in immaculate condition and they drive so good I will never own nothing but a ford plz don’t get rid of y’all cars just update them to catch the eye of car buyers the Fusion is still in the top five midsize cars why would you stop making them they are still selling and at a great rate don’t kill off america’s best car brand plz…

  11. I agree with Marvin and I’m aware that the sell of sedans are slow ford should reconsider bringing them back, People like Marvin and Myself like ford cars.I own a 13 ford taurus a very good vehicle, I’ve owned Mercury’s and Lincoln’s cars also, If ford is not bringing back the taurus how about a vehicle that once competed with the charger the torino the Gt vs the Rt Srt vs the cobra, I’m sure people like myself will purchase one, And allow the continental to stick around.The Suv market has been around close to 30 years and has been successful but things do change.

  12. By the by, the Continental is an all wheel drive vehicle so you smart guys babbeling on about front drive are all wet. In addition the Fusion is mostly sold to rental fleets and Ford still will build the Mustang, Americas best selling muscle car. Maybe not a sedan, but still a car, not CUV or SUV. The Mach E is the CUV. In addition, there is still a very large market for sedans. Ask the Japs, Koreans, or Germans. Ford needs to build a quality, reasonably priced unit in order to sell quantity.

    • “In addition, there is still a very large market for sedans.”

      It’s not “a very large market.” It’s sizable… but far from being very large. More importantly, it’s shrinking, and has been contracting every single year for the past 5 or 6 years.

      “Ask the Japs, Koreans, or Germans.”
      The Japanese and Koreans are already cutting sedans. The Germans are next.

    • You can call it All Wheel Drive or Front Wheel Drive. Lincoln already have MKZ so putting a Fusion platform under the Continental for $80k don’t hold water. It can’t complete with Mercedes Benz or BMW, build a Flagship Sedan that can and Lincoln don’t want to do that build a Luxury Town Car

  13. I agree with those mourning sedans, though I read some supposed reasons behind their demise.
    SUV’S and crossovers are apparently bound to lower safety / crash / emissions regulations than sedans, and therefore actually cheaper to produce, (someone please comment if this is not true). The other reason (which I’ve heard first-hand) is more of a “can’t beat ’em, then join ’em” preference in that folks driving sedans increasingly find themselves in a “canyon” of tall vehicles, making it harder to see and anticipate traffic. Henceforth they give in to buying an SUV.
    My personal beefs with SUV’S is styling. Very utilitarian, very conformist, inelegant. Sort of like the ubiquitous “cargo shorts” and buzzcuts of the vehicular world. They’re practical, roomy, yet hulking, with minimal ornamentation, just “wash ‘n wear”. Older folks remember when a vehicle was also a statement, whether elegant luxury or simple transportation, or fast performance. And, they’re missing those days…

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