Over the last few months, Lincoln has produced some mixed results in a variety of recent studies, finishing below average in J.D. Power’s 2021 Initial Vehicle Quality Study (IQS), while Kelley Blue Book’s latest Brand Watch survey revealed that a mere 10 percent of luxury shoppers considered the brand in Q2 of 2021. Now, the 2021 J.D. Power APEAL Study has been released, and Lincoln has finished a respectable fourth in the premium vehicle segment.
Lincoln scored an 876 out of 1,000 possible points on the newest J.D. Power APEAL Study, which places it behind Porsche (882), Genesis (879), and Land Rover (879), as well as ahead of a number of competitors including BMW (874), Cadillac (871), Mercedes-Benz (867), Lexus (860), Volvo (856), Alfa Romeo (854), Jaguar (852), Audi (850), Acura (842), and Infiniti (842).
The APEAL Study – now in its 26th year – polls the owners of new vehicles and asks them to rank those vehicles based on 37 attributes, mostly related to the way that vehicle makes them feel when they get behind the wheel. The goal of the study is to measure an owner’s level of excitement surrounding both the brand and the vehicle. Those responses are then aggregated to calculate an overall APEAL score based on a 1,000-point scale. The 2021 U.S. APEAL Study is based on the responses of a total of 110,827 owners of new 2021 model-year vehicles who were surveyed after their first 90 days of ownership and was conducted from February through July 2021.
In addition to Lincoln’s impressive finish, Ford also ranked fifth among all mass-market brands (a slight drop from its fourth-place finish last year), while the 2021 Ford Mustang Mach-E ranked first in the compact SUV segment and the 2021 Ford Bronco Sport took top honors among all small SUVs.