Ford Authority

Lincoln Continental Sales Down 32 Percent During Q3 2020

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

Lincoln Continental Sales - Q3 2020 - United States

In the United States, Lincoln Continental deliveries totaled 1,297 units in Q3 2020, a decrease of about 32 percent compared to 1,896 units sold in Q3 2019.

In the first nine months of the year, Continental sales decreased about 18 percent to 3,872 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -31.59% 1,297 1,896 -18.33% 3,872 4,741

Lincoln Continental Sales - Q3 2020 - Canada

In Canada, Lincoln Continental deliveries totaled 30 units in Q3 2020, a decrease of about 23 percent compared to 39 units sold in Q3 2019.

In the first nine months of the year, Continental sales decreased about 59 percent to 62 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -23.08% 30 39 -58.67% 62 150

Lincoln Continental Sales - Q3 2020 - South Korea

In South Korea, Lincoln Continental deliveries totaled 121 units in Q3 2020, a decrease of about 28 percent compared to 168 units sold in Q3 2019.

In the first nine months of the year, Continental sales decreased about 16 percent to 343 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -27.98% 121 168 -16.14% 343 409

Lincoln Continental Sales - Q3 2020 - Mexico

In Mexico, Lincoln Continental deliveries totaled 7 units in Q3 2020, a decrease of about 36 percent compared to 11 units sold in Q3 2019.

In the first nine months of the year, Continental sales decreased about 51 percent to 20 units.
MODEL Q3 2020 / Q3 2019 Q3 2020 Q3 2019YTD 2020 / YTD 2019 YTD 2020 YTD 2019
CONTINENTAL -36.36% 7 11 -51.22% 20 41

2019 Lincoln Continental

Competitive Sales Comparison (U.S.)

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

Behind the Continental was the Acura RLX in second, followed by the discontinued Cadillac XTS (see Cadillac XTS sales) in third. It’s worth noting that the Continental outsold the other two rivals on a combined basis.

Sales Numbers - Full-Size Luxury Sedans - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
LINCOLN CONTINENTAL -31.59% 1,297 1,896 68% 60% -18.33% 3,872 4,741
ACURA RLX +196.83% 374 126 20% 4% -2.88% 776 799
CADILLAC XTS -78.94% 242 1,149 13% 36% -90.44% 979 10,242
TOTAL -39.67% 1,913 3,171 -64.35% 5,627 15,782

From a market share standpoint, the Continental accounted for 68 percent of the segment, significantly ahead of the 20 percent for the Acura RLX and 13 percent for the XTS.

The large premium sedan segment contracted 40 percent in Q3 2020 to 1,913 units, meaning that Continental sales fell at a slower rate than the segment average.

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 - Q3 2020 - United States

MODEL Q3 20 / Q3 19 Q3 20 Q3 19 Q3 20 SHARE Q3 19 SHARE YTD 20 / YTD 19 YTD 20 YTD 19
MERCEDES-BENZ S-CLASS -6.71% 2,447 2,623 43% 41% -24.47% 6,630 8,778
BMW 7 SERIES -36.24% 1,369 2,147 24% 34% -38.19% 4,217 6,822
LEXUS LS -33.95% 826 1,251 14% 20% -42.17% 2,283 3,948
AUDI A8 +69.51% 656 387 11% 6% -2.56% 1,673 1,717
GENESIS G90 * 412 * 7% 0% * 1,559 0
TOTAL -10.89% 5,710 6,408 -23.06% 16,362 21,265

The Ford Authority Take

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

  1. Most 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, second and third quarters had a negative impact on production, with FoMoCo losing about 65 days of production, in turn, negatively impacting availability and sales volume.

Despite the Continental’s first place finish in its segment, sales of the large sedan were still half that of the Mercedes-Benz S-Class – a model that roughly doubles the Continental’s average transaction price. In other words, Mercedes-Benz managed to sell nearly twice as many units of a vehicle that costs twice as much.

As first reported by Ford Authority, Ford has been planning to discontinue the Continental after the 2020 model year. The last Continental has already rolled off the line at the Ford Flatrock plant.

About The Numbers

  • All percent change figures compared to Lincoln Continental Q3 2019 sales, unless noted otherwise
  • In the United States, there were 77 selling days in Q3 2020 and 76 selling days in Q3 2019
Ford Motor Company Q3 2020 sales reports:

Frankie's first favorite car was a 1968 Ford Mustang, and he's had a strong appreciation for the nameplate ever since. Later in his youth he became infatuated with Eleanor, thanks to Nicholas Cage's stellar performance. Frank's a real jokester, too.

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  1. Jorge Esquinca

    This is the demise of the last real Lincoln. Not everyone likes SUV´s or Crossovers, is willing to buy one or even considers them as luxury vehicles. No matter how Ford intends to convince about their reasons, the cancelling of sedans, and specially in a brand like Lincoln is one of Ford biggest nonsenses in its history. Probably the mistake is as big as Edsel was. No luxury car brand in the world is staying without at least one sedan in its lineup due to the fact that not every luxury car buyer considers an SUV or a Crossover as a luxury vehicle. If Lincoln intends to compete with MB, BMW, Audi, Cadillac, Lexus, Infiniti, Jaguar, Acura or even Tesla and Lucid, without a flagship sedan Lincoln is way behind its competitors and it´s not even competitive against them. The market is cyclic and letting a whole segment go, will only make that those buyers leaving now to other brands may not come back to Ford/Lincoln when market trends change again as they will become familiar with those other brands. Because market trends will change again . That´s mathematical certainty. This SUV´s and CUV´s fever will not last forever like no human activity does. Ford/Lincoln shouldn´t let that market segment go. Each one of Ford/Lincoln competitors know that and therefore are trying to keep that market. In my case, after over 30 years buying Ford, I have switched to GM (actually I drive a Chevrolet Volt) and my next car will be probably a Tesla Model S. Besides the Mustang, from Ford/Lincoln I will buy absolutely nothing until they produce a sedan again.

    1. Stalkbroker94

      Ah, yes. The guy that wants Lincoln sedans and whines on every single post that mentions them or Ford cars drives a Chevy Volt.
      You haven’t bought a Ford in years. You’re part of the market of enthusiasts that complains about the direction of the market, but has done nothing in the past 7 years to help the market in the direction you prefer. It’s not enthusiasts that determine where the market goes, but the buyers.
      Once you accept that, you’ll find yourself whining a whole lot less.

      1. Jorge Esquinca

        Ah yes, you are the guy saying nonsense again without having a single clue of how the market works and disqualyfing everyone who doesn´t think like you. If you don´t like my whining, don´t read me. I will not stop doing it. Better have a merry Christmass. Regards

  2. Fred Underwood

    This was to be expected, after all what did they expect when the world was told that FOMOCO was discontinuing the Continental as well as all sedan style vehicles. Are the individuals in charge so intellectually challenged that they could not predict this outcome!!!

    1. Jorge Esquinca

      Completely agree.

  3. 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. Lincoln build the wrong sedan slap a Iconic name on it and discontinued it and expect sales to grow EPIC FAIL LINCOLN

    1. Jorge Esquinca

      Completely agree.

    2. Stalkbroker94

      Ah, I see you’ve read the article with the same lack of comprehension you typically use, Roy.
      A for effort, though.

  4. Lori

    I can see why they had problems. Great cars, loved my Lincoln and they treated me horrible at the dealership. Bought one Lincoln and leased two. Tried to renew my lease and they reneged on my 3 month lease payment deal and wouldn’t give me fair lease price. I went to Audi. Sad…

  5. Bonnie Abney Treadway

    Is it any wonder? Who can afford it? Only people with lots of money. I surely am not going to put $75,000.00 o to an automobile.

  6. Darrell Jones

    i couldn’t have said it better GIVE THE PEOPLE WHAT THEY WANT!!! pass the sentiment to the dealerships the re-emergence of the CONTINENTAL . put LINCOLN back on the map. you have now made Lincoln loyalist defect to the other side. Cadillac Lexus Jaguar.Take us for granted We’ll go where incentives are granted!!!

    1. Stalkbroker94

      If it was what car BUYERS wanted, as opposed to what the enthusiasts wanted, there is no doubt that Ford/Lincoln would still be making cars. If the market wasn’t moving away from cars, they would probably still be making them.


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