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. As Ford Authority reported yesterday, Lincoln brand loyalty declined by 9.3 percent between June 2019 to June 2022, though the luxury brand still ranked fourth in its segment in that regard in June 2022, according to new data from S&P Global.
In S&P Global’s recently-released Top 10 Industry Trends report, Lincoln brand loyalty came in fourth place in its segment at 48 percent, which ranked it behind only Tesla (68 percent), Mercedes-Benz (51 percent), and BMW (49 percent). Lincoln tied with Lexus and ranked ahead of the rest of its peers, including Cadillac (46 percent), Porsche (43 percent), Volvo (41 percent), Acura (38 percent), Audi (37 percent), Genesis (36 percent), Infiniti (31 percent), Alfa Romeo (31 percent), Maserati (30 percent), Land Rover (27 percent), and Polestar (23 percent).
Overall brand consideration across the entire automotive market has dropped significantly in recent months, though 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 while its competitors continue to sell those types of vehicles. 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.