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Lincoln MKZ Sales Claw Back Market Share During Q2 2020

Lincoln MKZ
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Lincoln MKZ sales decreased in the United States, Canada, Mexico and South Korea during the second quarter of 2020.

Lincoln MKZ Sales - Q2 2020 - United States

In the United States, Lincoln MKZ deliveries totaled 2,985 units in Q2 2020, a decrease of about 36 percent compared to 4,674 units sold in Q2 2019.

In the first six months of the year, MKZ sales decreased about 28 percent to 6,467 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
MKZ -36.14% 2,985 4,674 -27.83% 6,467 8,961

Lincoln MKZ Sales - Q2 2020 - Canada

In Canada, Lincoln MKZ deliveries totaled 39 units in Q2 2020, a decrease of about 66 percent compared to 115 units sold in Q2 2019.

In the first six months of the year, MKZ sales decreased about 65 percent to 77 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
MKZ -66.09% 39 115 -64.84% 77 219

Lincoln MKZ Sales - Q2 2020 - South Korea

In South Korea, Lincoln MKZ deliveries totaled 137 units in Q2 2020, a decrease of about 42 percent compared to 235 units sold in Q2 2019.

In the first six months of the year, MKZ sales decreased about 40 percent to 249 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
MKZ -41.70% 137 235 -40.14% 249 416

Lincoln MKZ Sales - Q2 2020 - Mexico

In Mexico, Lincoln MKZ deliveries totaled 16 units in Q2 2020, a decrease of about 43 percent compared to 28 units sold in Q2 2019.

In the first six months of the year, MKZ sales decreased about 52 percent to 31 units.
MODEL Q2 2020 / Q2 2019 Q2 2020 Q2 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
MKZ -42.86% 16 28 -51.56% 31 64

Competitive Sales Comparison

Lincoln MKZ sales during the second quarter of 2020 place the midsize luxury sedan in second place in its competitive set, behind the Lexus ES but ahead of its cross-town rival, the Buick LaCrosse (see Buick LaCrosse sales), which was discontinued last year.

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Sales Numbers - Large Premium Comfort Sedans - Q1 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
LEXUS ES -58.90% 5,175 12,590 63% 64% -29.07% 17,009 23,980
LINCOLN MKZ -36.14% 2,985 4,674 36% 24% -27.83% 6,467 8,961
BUICK LACROSSE -97.14% 71 2,487 1% 13% -96.12% 209 5,389
TOTAL -58.33% 8,231 19,751 -38.21% 23,685 38,330

The MKZ saw a segment share of 36 percent, significantly lower than the 63 percent held by the Lexus ES. The 36 percent held by the MKZ represented a 12 percentage point growth rate in segment share compared to the same timeframe in the year-ago quarter. By comparison, the Lexus ES – which was overhauled as an all-new model just last year – lost one percentage point of share.

The midsize premium comfort sedan segment contracted nearly 60 percent to 8,231 units during Q2 2020.

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The Ford Authority Take

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

  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 far-from-ideal macro environment, the fact that the MKZ managed to win back 12 percentage points in segment share is impressive in and of itself. Sadly, the last Lincoln MKZ rolled off the line on July 31st, 2020 at the Ford Hermosillo plant in Mexico. Existing inventory is expected to sell out roughly within the next two quarters.

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About The Numbers

  • All percent change figures compared to Lincoln MKZ sales in Q2 2019
  • In the United States, there were 77 selling days in Q2 2020 and 77 selling days in Q2 2019
Ford Motor Company Q2 2019 sales:
Lincoln MKZ Photos
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Written by Alex Luft

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

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20 Comments

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  1. Anyway it’s a huge mistake from Ford stop producing sedans. Not everyone likes SUV’s or Crossovers and that segment of the market will migrate to other car companies that produce sedans. That’s my case after 25 years buying sedans from Ford (and a couple of Mustangs). I will buy a sedan from 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. Ford should keep at least one sedan in its lineup and that way sell to all market segments. Ford competition does that. I don’t see why Ford can’t.

  2. Lincoln should seriously consider going after the luxury market remodeling the car name it Zephyr and keep it on as the starter luxury sedan. Lincoln need to take on the Luxury market like no other, if Ford can take on Truck, SUV, Jeep, Sport Car & Exotic Car market. What’s the real deal

  3. Jorge is absolutely correct. Ford shot itself in the foot with this “no sedan” decision. He feels exactly as I do. There is little chance that I will buy a SUV and absolutely no chance I’d buy a pickup truck. What do I do for my next car ….go to another manufacturers. It’s hard to believe a company the size of FOMOCO can’t compete in ALL segments of the automobile business. Giving up on 25% of the market is just insanity. This will have longer term implications on the Company than the Edsel fiasco ever did.

    • As it relates to this “decision”, one must separate the personal aspect from the business aspect, while also considering the future.

      The personal aspect is that a product (car) that you like – a sedan – has been discontinued. That brings up all kinds of negative thoughts and emotions that I totally understand.

      Meanwhile, the business aspect has no emotion, since it’s extremely simple: sedans are NOT a growing market segment. Ford does not have an infinite amount of resources. It needs to invest those resources wisely, in something that will result in the biggest return. So, given that sedans don’t have much of a future both in the short and long terms, Ford decided to instead focus and invest in vehicles that actually have a bright future – crossovers, SUVs, off-road vehicles and pickups.

      Any negative short-term impact of this decision is quite small, especially when compared to the long-term benefits… so it’s not about “shooting itself in the foot” – but rather about setting itself up for long-term success.

      Also do consider EVs and AVs. This is new technology in which Ford has to invest big money, something it didn’t have to invest in the past. That money may have gone to sedans in the past, but again – sedans don’t have much of a future in the grand scheme of things. EVs and AVs do.

      • You forget that the market is cyclic and tastes change all the time. And not all the people who migrate to other brands looking for a sedan will return to Ford when the market changes again. Sedans will always exist as long as there is people that buys them and that people will not disapear. Not now, not never. There are markets in which SUV’s or Crossovers don’t have the presence they have in the US. For instance, Ford sells the complete new generation of the Focus in Europe because the car is a seller and is the main competitor of the VW Golf, probably the most popular car in Europe. If Ford produces sedans, hatchbacks or SW for other markets, it’s nonsense quiting to sedans in the US, specially when the rest of the competition doesn’t do that. Even talking about the future, Tesla’s most succesful vehicles are sedans. Lucid’s first production car will be a sedan. Ford should consider this as it is the only brand in the market that is quiting to sedans in its own detriment. By the way, I’m owner of a Chevy Volt, without any doubt one of the best cars I ever owed. But I will never trade it for an SUV or a Crossover no matter what.

        • Jorge – I see your points. But how long do you think sedans, as we know them today, will be around?

          I posit that it won’t be for much longer… and that only a handful of automakers will support the segment, losing money to do so.

          Now, the market is indeed cyclical and varied by geographical region. Even so, the trend in migration to utilities is a global one. It’s still taking place in other parts of the world, including Europe, China, Russia and South America… but at a different pace. When you even out the data for those markets, you still end end up with a very small sedan segment that is shrinking, not growing.

          If Ford were your business, would you invest in a low-margin segment that’s also shrinking… or would I you invest elsewhere?

          • Your point would be valid if 100% of the population of the World would go for SUV’s or Crossovers. That will never happen for the simple reason that every person is different. In markets like Europe or Japan, although SUV’s market is growing they will never be majority because of an issue called space. There are streets or parking places, particularly in Europe, where I live most of the time, where there’s no way to get in with an SUV. And if where you live you can’t park your SUV but outside, then you will never buy one. If you see the vehicles portfolio of european brands in Europe, you will see that the majority is still composed of hatchbacks, sedans, small vehicles and even SW’s. A SW fits in narrow streets and parking places. An SUV doesn’t. Even Ford cars that are sales leaders in Europe are the Focus, the Mondeo (Fusion), the Fiesta and the Mustang in its segment. An Explorer (for sale in Europe) you see it with the same frecquency than a Bugatti Veyron. If brands like MB, BMW, Audi, VW, Volvo, Tesla, Lucid, Renault, Peugeot or even GM produce sedans is because they are business and because they are competitive. The idea of quiting to sedans was from Hackett, not a very brilliant CEO. When sedans were the dominant style all car companies had at least one SUV or truck. That ‘s being aware that the market can change and that’ s not be willing to loose customers of a certain segment. My bet is that Ford makes a huge mistake quiting to sedans and they will learn that the hard way. Time will tell.

            • In saying this…

              ” In markets like Europe or Japan, although SUV’s market is growing they will never be majority because of an issue called space.”

              … you’re forgetting one thing: crossovers (not SUVs, but crossovers) have the same or smaller footprints than their sedan counterparts. They are typically just as wide as a sedan, but are shorter (yet taller). There are exceptions, but that’s the norm. The argument of crossovers not fitting on small city streets does not work.

              For instance, the Escape/Kuga has a smaller footprint than the Focus. The same is true for the Edge when compared to the Fusion. Same for the EcoSport or Puma when compared to the Fiesta sedan.

              You’re right – an Explorer in Europe is absolutely a rare occurrence, but so is a Ford Taurus, which is the Explorer’s sedan equivalent. For that very reason, Ford offers the Puma and Kuga (Escape)… and is working on a three-row version of the Kuga, too.

              The bottom line is that the opportunity in actually turning a profit on sedans is dwindling every month, in all global regions. Also, the opportunity for growth in the sedan segment is simply non-existent. So advocating for sedans is like advocating for car dealers to stock up on horses and carriages. While a select few will undoubtedly want and buy them, the masses prefer something else, at least as of this writing.

              Now, should Ford have at least one sedan in its lineup? Absolutely. And it will. But it definitely won’t have a full lineup of sedans… at least not any time soon.

  4. We bought a 2019 MKZ and it is the most beautiful car we have ever owned..It is also a Hybrid, and we get 40 MPG..so that is icing on the cake..sorry to see them go…

  5. can you give me the total of lincoln continentals produced by each year from 2017 to the last one ,i believe to be in 2020? i own a 2019 continental reserve and love it!,thank you!,john tuohy.

  6. I love my MKZ and was considering buy a new one only to find out you had decided to stop production. Being an older lady I feel like you may have made a mistake. Not everyone wants a truck, suv, or a bronco, so I am left out. I have decide that I want to own American owned car company products. My father always loved Lincoln and Ford vehicles and he passed that on to me. So for the time being I guess I will keep my black MKZ and be happy with it! Best car in the world!!

  7. I love my MKZ and was considering buy a new one only to find out you had decided to stop production. Being an older lady I feel like you may have made a mistake. Not everyone wants a truck, suv, or a bronco, so I am left out. I have decide that I want to own American owned car company products. My father always loved Lincoln and Ford vehicles and he passed that on to me. So for the time being I guess I will keep my black MKZ and be happy with it! Best car in the world!!

    • Riiiight. This must be why American automakers are playing catch-up with the Europeans and why Americans can’t figure out how to make money on sedans or hatches.

      BMW M and Mercedes AMG are “little dinky cars” right?

      From where I sit, the only wuss here is you, hiding behind a fake handle.

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