The Lincoln brand has fared quite well in some recent studies, scoring a second-place ranking in brand loyalty for May 2022, according to IHS Markit, and holding steady in terms of brand consideration based on Kelley Blue Book’s Q2 Brand Watch report, while the Lincoln Nautilus also recently ranked in the top 10 in terms of individual models with the highest brand loyalty. As Ford Authority reported last month, Lincoln brand buyers are looking more for on-road comfort than off-road capability, a notion that rang true when buyers ranked the luxury entity second in terms of driving comfort in KBB’s Q4 2021 Brand Watch report. Now, the Lincoln brand has moved up to first in that regard, according to the Q2 2022 version of the same study.
This particular ranking is a good one for Lincoln, particularly given the fact that driving comfort ranked as the third most important factor driving luxury consideration among shoppers in the second quarter. With a score of 68 percent, driving comfort remained in third place among the top 12, a spot it also held in the first-quarter of the year, too. Lincoln beat out Mercedes-Benz and Cadillac to take home top honors in this category, which was second only to durability/reliability and safety, respectively.
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. KBB produces a separate Brand Watch report for non-luxury and luxury brands each quarter. Beginning in Q1 2022, the methodology includes surveying both mobile and desktop users instead of only desktop users.