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Lincoln Ranked Below Average In 2022 Shopping Satisfaction Study

Lincoln fared incredibly well on J.D. Power’s 2022 U.S. Manufacturer Website Evaluation Study, ranking first among all premium brands in terms of customer satisfaction revolving around its website based on four key measures – information/content, visual appeal, navigation, and speed. However, in that same regard, Lincoln dealers didn’t fare quite as well in the 2022 Pied Piper PSI Internet Lead Effectiveness (ILE) Study, which measures a dealer’s responsiveness to internet leads coming through dealership websites. That is also true of the newly-released 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study (PSI), which saw Lincoln rank below the segment average as well.

In this new study, Lincoln finished with a score of 584 on a 1,000 point scale, ranking behind segment-leading Cadillac (704), Infiniti (696), Mercedes-Benz (668), Acura (664), Volvo (660), Lexus (648), BMW (644), Jaguar (628), Alfa Romeo (628), Audi (616), Porsche (608), Maserati (600), Aston Martin (596), and the industry average of 620, but ahead of Genesis (564), Land Rover (564), Lamborghini (564), McLaren (560), Rolls-Royce (544), Ferrari (524), Tesla (512), Bentley (512), Lucid (488), Polestar (456), and Rivian (344).

Unlike the aforementioned studies, the 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study measures how effectively premium brands and dealers helped both website and in-person vehicle shoppers. The 2022 PSI Premium Auto Study uses Pied Piper’s PSI process – which ties mystery shopping measurements to customer helpfulness and sales best practices – and also measures customers’ shopping experiences from website inquiries to in-person interactions, with each equating to 40 and 60 percent of the overall score, respectively. The study was conducted from July 2021 to June 2022, using 1,657 measurements of response to website customer inquiries and 1,096 measurements of the in-person sales experience.

“Nearly all customers today start their car-shopping online. But most shoppers also still prefer to experience and evaluate a vehicle in person, if given the opportunity,” said Fran O’Hagan, CEO of Pied Piper. “Some shoppers know exactly what they want, but most still have questions or want to experience a test drive. Brands most helpful to both types of shoppers are the ones most likely to appeal long-term to all customers.”

We’ll have more insights like this to share soon, so be sure and subscribe to Ford Authority for more Lincoln news and ongoing Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. JE

    Doesn’t surprise me. Lincoln without a sedan isn’t even a match against its competitors. MB, BMW, Audi, Jaguar, Alfa Romeo, Maseratti, Lexus or even Cadillac keep sedans in their lineups. Only Lincoln lineup has forgotten its escence and is composed by a bunch of cookie cutter and boring SUV’s. Lincoln today isn’t even a shadow of what it once was. A shame for a company that once produced some of the best cars in the planet and today isn’t even an option against its competitors.

    1. John

      Have you owned a 22′ lincoln, drove one for a period of time? Seems like a lot of opinion and not much fact. The refreshes Lincoln line of SUV are far superior to the overpriced and over seas produced Euro counterparts. Good luck with the blinders yo have on.

    2. Rich G

      Lincoln’s lack of sedans has nothing to do with this survey. Not a thing.

  2. Ron

    Our local Lincolin dealer in Portland is located in a Ghetto full of homeless camps, I refuse to even go there for service, dealer is not high rated on Goggle for sales or service..I travel to another city for service.


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