It’s been about two years since FoMoCo’s luxury division introduced an all-new model: the 2020 Lincoln Aviator, a three-row luxury crossover that reintroduced the Lincoln brand into the segment. Since then, it’s been the automaker’s mass-market brand that’s been stealing the thunder, as vehicles like the 2021 Ford Bronco, 2022 Ford Maverick, and 2022 Ford F-150 Lightning became so popular that Ford had to stop taking reservations for all of them. Lincoln wishes it had the same problem, as it seems less luxury buyers are considering the brand than ever before, according to Kelley Blue Book.
Only eight percent of luxury buyers flirted with acquiring a vehicle from the Lincoln brand in the fourth quarter of 2021, according to the publication’s latest Brand Watch Report. As Ford Authority previously reported, that’s a decrease of one percentage point from Q3, when nine percent of buyers though about picking up a Lincoln to call their own. Meanwhile, Lexus and BMW tied for first at 20 percent, with Tesla close behind at 18, a three percentage point increase from the third quarter. Overall, brand consideration for well-established brands dropped slightly while newer marques like Rivian, Lucid, and Polestar attracted more attention from shoppers.
The Kelley Blue Book Brand Watch is a quarterly survey that seeks to measure consumer perceptions about automotive brands and how individual models stack up against in each other when those individuals ultimately make a decision on what to buy. According to KBB, a robust 70 percent of luxury buyers considered a utility vehicle last quarter, while 49 percent toyed with picking up a car. With a lineup completely devoid of any sedans or cars, Lincoln would theoretically be well positioned to capitalize on consumer interest for utilities, but as previously mentioned, it has been a long time since the Lincoln brand has introduced an all-new model into the lineup.
That said, it seems like The Blue Oval is aware of the situation. As Ford Authority recently reported, the luxury marque is slated to receive a slew of fully electric vehicles by 2027, either as replacements for all existing nameplates or as additions to the roster. Lincoln previously declared it would switch completely over to electric by 2030.