Ford Authority

Lincoln Brand Ranked First By Luxury Buyers For Driving Comfort

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.

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

    And Ford is stupid enough to end the Nautilus after the 2023 model year.

  2. Randall Smith

    Had a 2003 Lincoln Aviator, great ride, kept it until 2017. It was plagued with one thing after the other, which took away our enjoyment. Can’t do Lincoln again for that reason.

  3. Lindsey

    As an owner of a 2019 Lincoln Nautilus, I approve of the above headline. I also approve of the commentor who took a swipe at Ford for ending the Nautilus in 2023. Seems by ending it, they haven’t got enough faith in their own vehicles.

  4. Ronald

    I own a 2018 continental & as a elderly person I love the comfort & ride of my auto. I adjust my seat to suit my body, the enter & exit movement of seat is automatic. when riding I can hear the bumps but never feel anything. Have yet to have any problems (recall on door latch) they were working fine at the time. Dealer picked up & return, left loaner. Serves is beyond reproch.

  5. Mark

    I notice Purchasing Experience was not listed.
    We really tried to replace our aging Mercury with a Lincoln, but were turned-off by the dealerships sales practices – from two different dealers!!
    Purchased another brand from a terrific dealership… not sure if we will be returning to Lincoln.

    1. Rich G

      I had my first effortless car buying experience by doing it ALL online.

      I line in Pittsburgh and leased a 2021 Nautilus from a dealer in Baltimore. EVERYTHING was done through email and online — never had to talk to a single person. Once I agreed on a price, the Nautilus was delivered to my driveway 2 days later. That was it.

      I sold my 2015 MKC online, too — to AutoLenders. Agreed on a price, and they picked it up at my house 2 days later.

      I don’t know if I’ll ever go back to visiting dealerships.

  6. MarkV

    Now if Lincoln can come up with some styling because they need more exterior distinction, prestige and sophistication. Maybe Ford can contract out to custom designer to come up with something unFord-looking that actually will bring Lincoln back to “The Final Step Up” .

    1. Rich G

      It’s such a tired trope to claim Lincolns look like Fords. They do not.

      1. Kyle

        Yeah, I’m convinced people who think Lincoln’s current vehicles look anything like a Ford are either blind or haven’t even seen a modern Lincoln.

        1. Clark

          I’m not sure if this was meant to be sarcasm or not. Modern lincolns have a clark Kent style I’m-not-a-ford disguise. The expedition with the Lincoln grill in the article is an excellent example.

          1. MarkV

            Lincoln styling IS not up to the level of other luxury brands. Look at Lincolns from the 1960’s through 1990’s. All look the part. The LS was the last real Lincoln. Of course, there were a lot more choices of body styles back in the day unlike today’s 1940’s SUV look. Waiting for a new 1950’s like revival of style again.

            Yes, I have seen the new “modern” Lincolns and totally disappointed. Lincoln can do better. Stop being a Mercury and start being a Lincoln.

  7. Jack

    2019 MKC, best riding car we have owned. The interior layout in our opinion is perfect no clutter and easy to read and understand.

  8. Rich

    Love the Lincoln’s. Had two MKZ Hybrids Reserve and have a 2022 Nautilus now. Comfortable ride and not one problem with them. Can not believe Lincoln does not have a 4 door sedan – yet…

  9. Esteban

    Driving a 2011 Navigator L since new, smoothest vehicle on the road with air suspension. Very trouble-free, fantastic options and over 100K miles now and runs like new. The ability to use E-85 gas at $2.29 helped with the gas prices.

  10. Paul

    So ford is ending the nautilus supposedly 2023 is the last year. Big mistake. What ford should do is continue the nautilus w/ a plug in hybrid and they would double their sales on the nautilus. What I do not like is the pop up navigation screen. Should go back to the 2019 look where the screen is recessed into the dashboard. So many cars now have this above the dashboard (pop up) screen, how tacky looking . Volvo has a nice recessed screen however I am not a Volvo guy . Hey Ford want to make a lot of money continue the nautilus and add a plug in hybrid to it and they will fly out of the showroom

    1. Tim

      Paul, not sure if it’s rumor or truth but heard that the current Nautilus was being discontinued so that the plant can be dedicated entirely for EV, purportedly Nautilus and Edge?

  11. Josh

    Love Ford, never got into Lincoln though. Notice Porsche has 5 of the top 12 spots. Wife has a 21 Macan that is pretty awesome so I see why.


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