Ford Authority

Lincoln Brand Consideration Dropped One Point In Q3 2022

Lincoln brand consideration has held steady in Kelley Blue Book’s Brand Watch report in recent quarters, most recently coming in at seven percent in the luxury segment in Q2 after closing out Q1 with the same exact score. At the same time, Lincoln’s brand loyalty grew an impressive 12.2 percent year-over-year, according to S&P Global’s most recent Top 10 Industry Trends Report. Now, KBB’s Q3 Brand Watch report has been released, and while Ford hung on to its second-place spot among all non-luxury brands, Lincoln brand consideration dropped by one point quarter-over-quarter in the luxury segment.

In Q3, six percent of luxury shoppers considered Lincoln, which ranked 12th in that particular segment. BMW once again led the way with a 22 percent consideration score, followed by Lexus (17 percent), Cadillac (17 percent), Audi (15 percent), Mercedes-Benz (14 percent), Tesla (12 percent), Acura (12 percent), Buick (11 percent), Infiniti (8 percent), Genesis (8 percent), Volvo (7 percent), Land Rover (6 percent), Porsche (6 percent), Jaguar (2 percent), Rivian (2 percent), Alfa Romeo (2 percent), Polestar (1 percent), Maserati (1 percent), and Lucid (0 percent).

While BMW strengthened its lead in the luxury segment yet again, Lexus and Cadillac continue to battle for second place, but the big news this past quarter might just pertain to Tesla. The EV automaker lost three percent quarter-over-quarter as competition in the all-electric market continues to grow, while multiple recent price hikes likely had an effect as well.

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.

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

    Not surprised at all. Lincoln doesn’t have anything that we want to aspire to. There is nothing in the current lineup that sparks passion or allure. Getting more excited about Cadillac with Celestiq. Sure, I can’t afford one, but I’ll walk out with a different model having the ultra-lux image shining across all models. Why would I consider Lincoln? Please explain why I need to consider Lincoln in my search. Lincoln doesn’t even offer a halo model to drive us into the showroom. BTW, Navigator is not considered a halo model.

  2. RWFA

    Although your points aren’t necessarily wrong, do you realize that 1 point is well within margin of error noise?


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