The Lincoln brand has certainly faced some mixed results in recent surveys and studies as it prepares to go fully electrified by 2027 with new models on the way. Fewer buyers are considering the Lincoln brand when shopping for a new luxury vehicle, though it has managed to do a better job at attracting younger customers. Regardless, Lincoln’s sales have been rather dismal lately, and it’s one of the few automotive brands that’s seeing its vehicles sell for less than MSRP as a result. However, there is some good Lincoln news to share, and it comes to us from Kelly Blue Book.
KBB’s Q4 Brand Watch report found that luxury buyers ranked Lincoln as the second-best brand in terms of driving comfort, an important factor in that particular market. In fact, it’s the third most critical category in KBB’s factors driving luxury vehicle consideration, with an importance score of 69 percent. Lincoln trailed only Mercedes-Benz in that category and ranked ahead of third-place finisher Genesis.
KBB’s Brand Watch report is a consumer perception survey that also weaves in consumer shopping behavior to determine how a brand or model stacks up with its segment competitors on a dozen factors key to a consumer’s buying decision.
Lincoln earned a couple of other wins in terms of these individual categories as well, including a third-place finish in interior layout – finishing behind only Genesis and Mercedes-Benz, as well as a third-place ranking in ruggedness, behind Land Rover and Acura. Overall, it’s a strong showing, particularly as Lincoln’s chief rival – Cadillac – failed to rank in the top three of any category.