Ford average transaction prices have continued to climb for many months now, and most recently, crested the $50k mark in May. However, the same cannot be said for Lincoln average transaction prices, which have only increased modestly compared to its competition, while many Lincoln models are also selling for less than MSRP in a market where most are selling for more than sticker. Meanwhile, Lincoln sales continue to decline as the luxury brand has few discounts to offer at the moment. Now, according to new data from Kelley Blue Book, Lincoln average transaction prices continue to lag behind most of its rivals.
Lincoln’s average transaction prices came in at $64,303 last month, an increase of 4.3 percent from April’s figure of $61,679, as well as a four percent increase year-over-year. However, Acura’s ATP is up 21.3 percent year-over-year to $54,775, BMW is up 14.1 percent to $69,270, Infiniti is up 19.7 percent to $58,825, Jaguar 12 percent to $72,358, and Mercedes-Benz 15.6 percent to $76,161.
Some of Lincoln’s rivals have experienced similar increases in ATP, however, including Cadillac, which has grown 4.7 percent year-over-year to $71,479, as well as Audi, which increased by 4.4 percent to $62,133. Interestingly, Genesis prices are actually down 0.3 percent year-over-year, coming in at $58,328.
The average luxury buyer paid $65,379 for a vehicle last month, which is $1,071 over MSRP, though $511 less than April. Regardless, one year ago, those same vehicles were selling for $1,300 under sticker. For now, at least, that seems unlikely to change.
“Prices for both new and used vehicles are showing signs of stabilizing, and price growth will likely decline over the course of the summer as the anniversary of the ‘big squeeze’ in inventory passes,” said Rebecca Rydzewski, research manager of economic and industry insights for Cox Automotive. “However, no one should expect price drops, as tight supplies in the new market will hold prices at an elevated level into 2023.”
We’ll have more on Lincoln soon, so be sure to subscribe to Ford Authority for more Lincoln news, and continuous Ford news coverage.
Comments
When is my 2021 Navigator going to get fix for UNDER HOOD FIRES RECALL?? It’s a neighborhood shame and embarrassment to have to leave a +$90,000 Lincoln Navigator sit outside in the driveway/ street!! And I hear no updates or feedback from Ford/Lincoln!?!
Make sure you join the class action lawsuit.
Higher transaction prices mean fewer sales. so far in 2022, sales are down 20.04% from 2021. At this pace, Lincoln’s 2022 auto sales will total 86,376 units, lowest since 2013, when only 81.694 units were sold.
The laws of supply and demand actually do not apply to Lincoln. About 15-20 years ago, Automotive News classified Lincoln as a near-luxury and not a luxury brand. Since then, they’ve been trying to compete with these luxury brands with no success. So, it’s no surprise than their average transaction price increase is lower than most rivals. Once supply catches up with demand, expect Lincoln to have the largest price discount in a segment that they don’t belong in.