Ford Authority

Lincoln Claims Top Spot In 2020 J.D. Power U.S. Sales Satisfaction Index Study

Ford’s luxury arm, Lincoln, ranked first among luxury brands in the 2020 J.D. Power U.S. Sales Satisfaction Index Study, rising five spots from 2019 for its commitment to a superlative vehicle purchasing experience. The recognition comes during a time when COVID-19 has forced dealers to largely digitize their formerly paper-intensive sales model.

lincoln nautilus

The study, which is in its 35th year, is designed to measure customer satisfaction with the overall sales experience and includes individuals who ended up not buying a new car. The study gauges customer satisfaction in virtually every aspect of the sales process, including selecting vehicles from inventory, the credit approval process, purchase price agreements, and overall satisfaction with all of the paperwork associated with the sale. For 2020, the J.D. Power U.S. Sales Satisfaction Index Study was modified to better account for digital retailing and remote buying.

In addition to those areas, the study also evaluates specific brands and how their dealerships performed with customers, including why the selling dealer prevailed over its competitors.

J.D. Power based the study on surveys from nearly 36,000 buyers who purchased or leased a new vehicle from January through June of 2020. Lincoln received 827 points this year, one more point than Lexus and Mercedes-Benz and two more points than crosstown rival, Cadillac. The segment average was 816 points.

“Serving our Lincoln clients in ways that extend beyond the vehicle is one of the most important and exciting opportunities for our brand,” said Michael Sprague, Lincoln’s North America director. “Despite the challenging year, by working in lockstep with our dealer partners we were able to deliver on an ownership experience that is a true representation of Lincoln luxury and, simply put – effortless.”

Earlier this year, Lincoln updated the way it does business by launching the Effortless Sales Experience, a fully remote online sales platform that incorporates a virtual walk-around tool for clients interested in safely interacting with the contemporary Lincoln lineup from home.

We’ll have much more information about the Lincoln sales experience soon, so subscribe to Ford Authority for the latest Lincoln news and non-stop Ford news coverage.

Ed owns a 1986 Ford Taurus LX, and he routinely daydreams about buying another one, a fantasy that may someday become a reality.

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  1. Mark L Bedel

    So it appears that Lincoln has figured out how to properly treat their customers, etc., can we transfer the magic potion, (treat others as you’d want to be treated?), to the remaining model lines for both Lincoln and Ford!

    1. Roy Chile’s

      Jim Farley or Jim Hackett are not car guys what not to UNDERSTAND? If Ford build a front wheel drive MUSTANG it will sale like the CONTINENTAL, So if Lincoln use the Rear Wheel Drive Chassis from the Avatar to build a Real CONTINENTAL it will sale. If Ford can sale all Truck, SUV Coupe and Convertible MUSTANG then Lincoln would have NO PROBLEM selling A SEDAN, PROBLEM SOVLED it’s not ROCKET SCIENCE JUST COMMON SENSE GIVE YOUR CUSTOMERS WHAT THEY ARE ASKING FOR

  2. joe lincoln

    bought new lincoln last dec. love it and the service

  3. Andrew

    I just purchased an Aviator and the experience was wonderful. Never had to even go to the dealership. They dropped off my new vehicle and picked up my trade in. Easiest purchase I ever did.

  4. John Hartong

    Lincoln will stop producing sedans, starting with this years models.
    I think this is STUPID!!! I own 2 Lincoln sedans

    1. Andrew

      Can’t disagree there. I have a continental and I wish they would continue with it. The Aviator is fine for my wife but I definitely wish they continued one of their sedans for people like me.

  5. Gene

    I agree with John and Andrew about nixing all sedans. The SUV craze will burn out eventually like all fads do. I love my MKZ. Not time to replace it yet… but when it is there won’t be a replacement for me forcing me to look elsewhere. Why not compromise and make a shooting brake Continental? I would sign up for that and I’m sure many other loyal Lincoln owners would too.
    Cmon Lincoln, don’t be a lemming.

  6. Phil Kerr

    I have drove Lincolns all my Line Tow Car If Lincoln does not have a sedan they will be a big lost. The SUV is already maxed out. Lot people I know still like sedan so they have trunk to lock.

  7. Jomin Varghese

    Bought a Lincoln Navigator this year. Awesome!! The vehicle and the service!! Proud to own a beautiful domestic product!! I own both Ford and Lincoln vehicles!!


    Let’s not forget, this brand is ranked dead last in Consumer Reports’ Annual Reliability Report.


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