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.