Luxury Buyers Ranked Lincoln Third For Driving Comfort

While Lincoln’s brand consideration from luxury buyers has dropped over the past couple of quarters, Ford’s luxury arm is attracting younger buyers in both the U.S. and China, while the brand also ranked second in terms of driving comfort on Kelley Blue Book’s Q4 2021 Brand Watch report. However, Lincoln slipped a bit on KBB’s Q1 2022 Brand Watch report as luxury buyers ranked it third in driving comfort this past quarter.

In the first quarter, buyers ranked driving comfort as the third most important factor related to consideration in the luxury segment, with an importance score of 68 percent. That ranks it behind only durability/reliability at 80 percent, as well as safety at 71 percent. Behind driving comfort lie a number of other factors, including (in order of importance) driving performance, affordability, reputation, fuel efficiency, interior layout, technology, exterior styling, ruggedness, and prestige/sophistication.

Four of the top five factors remained unchanged in Q1, though fuel efficiency did move up from number 10 to seventh, a sign of the times as gas price surge to new record levels. Meanwhile, driving performance was the only other factor that increased in importance among luxury shoppers in the first quarter of 2022. Regardless, the driving comfort category is the only one that saw a top three ranking for the Lincoln brand.

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. Kelley Blue Book produces a separate Brand Watch report for non-luxury and luxury brands each quarter.

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