Ford Authority

Just 10 Percent Of Luxury Shoppers Considered Lincoln In Q2 2021

Lincoln hasn’t fared terribly well in a number of recent surveys, ranking tenth J.D. Power’s 2021 Automotive Brand Loyalty Study lagging behind the majority of its premium rivals, as well as near the bottom of J.D. Power’s summer 2021 U.S. Manufacturer Website Evaluation Study, though it apparently isn’t losing a ton of owners to Tesla, at the very least. However, Kelley Blue Book’s latest Brand Watch survey reveals yet another alarming trend for Lincoln – just 10 percent of luxury shoppers considered the brand in Q2 of this year.

That performance places it well behind a number of rivals, including BMW (23 percent), Lexus (19 percent), Audi (19 percent), Mercedes-Benz (15 percent), Tesla (14 percent), Cadillac (13 percent), and Acura (11 percent), while Lincoln tied with Buick and ranked ahead of Porsche (8 percent), Volvo (8 percent), Genesis (7 percent), Land Rover (6 percent), Infiniti (5 percent), Jaguar (4 percent), Alfa Romeo (2 percent), and Maserati (2 percent).

Additionally, Lincoln didn’t have a single model place in the top 10 most considered vehicles list, though it did rank second in driving comfort among its peers. Otherwise, BMW continued its domination in Q2, maintaining the sales lead and its spot as the most considered brand among luxury shoppers. The German automaker has held that position for 12 consecutive quarters and improved its score by 3 percentage points in Q2.

KBB’s Brand Watch is a shopper perception study that aims to reveal trends among new-vehicle shoppers, the brands they’re considering buying, and the factors that influence their purchasing decisions. In the luxury brand segment, those factors include (in order of importance) durability and reliability, safety, driving comfort, driving performance, reputation, interior layout, technology, exterior styling, affordability, fuel efficiency, ruggedness, and prestige and sophistication.

We’ll have more automotive insights like this to share soon, so be sure and subscribe to Ford Authority for more Lincoln news and ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. JE

    I´ve been Lincoln owner several time, but this time I´m one of those that didn´t even consider Lincoln for the simple reason that Lincoln doesn´t sell any luxury sedan or coupe. I don´t like SUV´s or crossovers and therefore I´m not iwlling to buy one no matter what. So as long as Lincoln doesn´t sell any sedan or ocupe, I will look elsewhere. lincoln without a luxury sedan is way behind its competitors and is far away from being competitive or even an option.


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