The Lincoln brand has faced some tough results in recent studies, as just nine percent of luxury shoppers considered it in Kelley Blue Book’s Q3 Brand Watch Study last year, and consideration dropped to eight percent in Q4, too. Unfortunately for Ford’s luxury arm, even fewer consumers considered the Lincoln brand in Q1 of 2022, according to Kelley Blue Book’s latest Brand Watch Study.
This past quarter, Lincoln brand consideration dropped another one percent to finish at seven, tying it with Volvo and Land Rover. Those brands did rank ahead of Porsche, Jaguar, Alfa Romeo, Maserati, Rivian, Lucid, and Polestar, but well behind the segment-leading BMW, as well as Lincoln’s chief rival, Cadillac – which surged five percent quarter-over-quarter, Lexus, Mercedes-Benz, Tesla, Audi, Acura, Buick, Infiniti, and Genesis.
The Kelley Blue Book 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. KBB releases two Brand Watch reports each quarter – one for mainstream vehicles, and one for luxury vehicles.
In the meantime, there are some positive signs for Lincoln’s future as the brand aims to electrify its entire lineup in the coming years, a move that it previewed recently with the new Star concept. For starters, Lincoln buyers are getting younger in both North America and China, while the brand is also keeping an eye on the current clamping craze. However, a high-performance Lincoln Navigator to rival the Cadillac Escalade-V isn’t in the cards, as Ford Authority reported earlier this month.