Ford Authority

Lincoln Brand Consideration Held Steady Through Q2 2022

Lincoln has earned some mixed results in recent studies, ranking below the segment average in J.D. Power’s 2022 APEAL Study, though second in luxury brand loyalty according to IHS Markit, while the Lincoln Nautilus ranked among the top 10 models with the highest brand loyalty, too. Lincoln brand consideration hasn’t fared terribly well in Kelley Blue Book’s Brand Watch report over the past couple of quarters, however, falling a percentage point in Q4 2022 to eight percent, then dropping to seven percent in the first quarter of 2022. That trend appears to have stalled, however, as Lincoln brand consideration held steady through Q2 of this year, according to the most recent version of KBB’s Brand Watch report.

In the past quarter, Lincoln retained its seven percent brand consideration score, which ranked it 12th among all luxury brands. BMW continued to lead the proverbial pack with a score of 21 percent, followed by Cadillac (17 percent), Lexus (17 percent), Audi (15 percent), Tesla (15 percent), Mercedes-Benz (14 percent), Acura (12 percent), Buick (10 percent), and Infinity (eight percent). Lincoln tied with Volvo and Genesis – each of which also had a seven percent score – and ranked ahead of Land Rover (six percent), Porsche (five percent), Jaguar (three percent), Alfa Romeo (two percent), Rivian (two percent), Maserati (one percent), Polestar (one percent), and Lucid (one percent).

BMW has held onto the top spot in this regard for over three years now, save for the fourth-quarter of 2021, when it temporarily conceded that honor to Lexus before it regained its title in the first quarter of 2022.

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.

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

    PLEASE reconsider the fate of the Nautilus and not drop it. I have been loyal to the Lincoln vehicles since 1991, particularly the MKX since 2010, and have plans to purchase the Nautilus as my next vehicle in the near future. It concerns me that you all are possibly considering dropping the Nautilus. I just wanted to reach out and speak up on behalf on the “life” of the Nautilus.

    1. Terry wallin

      We have a 2020 Nautilus and love this suv this is a full load with the twin turbo2.7 our last suv was a 2013 MKX
      We also loved this . Both suvs have been maint free no issues 2 of the best vehicles l owned l hope they will reconsider to keep the Nautilus for some years to come, and have the opt. For gasoline and electric


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