Lincoln has produced some mixed results in recent studies, ranking third among all luxury brands in terms of affordability and first in driving comfort in Kelly Blue Book’s most recent Brand Watch report, second in brand loyalty according to IHS Markit, and near the bottom of KBB’s brand consideration list, while the Lincoln Nautilus landed among the top 10 models with the highest brand loyalty. However, according to new data from S&P Global, Lincoln brand loyalty has declined considerably over the past few years.
From June 2019 to June 2022, Lincoln brand loyalty has dropped 9.3 percent, which ranks it behind a number of its competitors including Tesla and Maserati – which were the only two brands to see an improvement in loyalty at 13 and 5.8 percent, respectively – as well as Porsche (-0.4 percent), Genesis (-0.5 percent), Cadillac (-0.6 percent), Lexus (-4.3 percent), Volvo (-6.5 percent), Mercedes-Benz (-6.9 percent), Alfa Romeo (-6.9 percent), and Jaguar (-7.1 percent). Lincoln did fare better than BMW (-13.7 percent), Audi (-13.9 percent), Acura (-14.7 percent), Infiniti (-15.9 percent), and Land Rover (-17.4 percent), however.
While the overall market is down significantly in this regard, the decline in Lincoln brand loyalty could be at least partially blamed on FoMoCo’s decision to stop making sedans a couple of years ago. As Ford Authority reported back in October of 2020, the luxury brand is unlikely to reverse that decision anytime soon, though there might be a glimmer of hope given recent developments.
As Ford Authority reported in May, a Lincoln sedan revival could possibly be in the cards, though such a model would likely be all-electric, given the brand’s pivot to electrification. Lincoln is selling quite a few sedans in China, where it just launched the new Zephyr, and is watching the U.S. market closely to see if enough demand exists for such an offering.