Lincoln has faced its fair share of challenges in recent months, with sales dropping to dismal levels in January while the luxury brand’s vehicles are selling for less than MSRP, on average, in a time when virtually every new vehicle is going for more than its sticker price. Regardless, the news isn’t all bad for Lincoln, as luxury buyers recently ranked it as the second-best brand in terms of driving comfort and third in interior layout via Kelley Blue Book’s Q4 Brand Watch Report. Now, those same luxury buyers have also ranked Lincoln third in terms of ruggedness, too.
Lincoln finished behind only Land Rover and Acura in that particular category, which was the eleventh most important factor driving luxury consideration in the fourth quarter of 2021. It’s an interesting result given the fact that Lincoln is known more for its “Quiet Luxury” than off-road capability, though Ford Authority has previously speculated what an overlanding variant of the Lincoln Navigator and an off-road-focused Lincoln Aviator might look like.
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. This past quarter, Lincoln managed to snag three top-three finishes in individual categories, a particularly strong as the brand’s chief rival – Cadillac – failed to rank in the top three of any category.
Meanwhile, as Lincoln transitions to an all-electrified lineup by 2027 with its very first EV set to launch this year, the brand recently suffered a drop in shopper consideration as some new models – including the 2020 Lincoln Aviator – face teething reliability issues, according to recent surveys from Kelley Blue Book and Consumer Reports.
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