Ford Authority

Lincoln Ranked Seventh In 2022 U.S. Sales Satisfaction Study

Lincoln has produced somewhat disappointing results in a few recent studies, ranking below average in the 2022 Pied Piper Prospect Satisfaction Index Premium Auto Study (PSI), as well as losing a mere one point in brand consideration in Kelley Blue Book’s latest Brand Watch study. Now, that disappointment continues, as Lincoln has lost ground on J.D. Power’s 2022 U.S. Sales Satisfaction Study once again after tumbling from first to fifth from 2020 to 2021.

In the 2022 U.S. Sales Satisfaction Study, Lincoln ranked seventh among all premium brands with a score of 810 out of 1,000 possible points – slightly less than the 813 it scored last year. Alfa Romeo topped the list with a score of 833, followed by Porsche (831), Lexus (819), Cadillac (812), Infiniti (811), Jaguar (811), Mercedes-Benz (810), BMW (808), Land Rover (805), Acura (794), Audi (792), Volvo (788), and Genesis (745). On the bright side, Lincoln did once again finish above the segment average of 806.

The J.D. Power U.S. Sales Satisfaction Study measures satisfaction with the sales experience among new-vehicle buyers, as well as those who shop a dealership and purchase elsewhere. Buyer satisfaction is based on six factors – delivery process, dealer personnel, working out the deal, paperwork completion, dealership facility, and dealership website. The satisfaction of those that purchase elsewhere is based on five factors – salesperson, price, facility, variety of inventory, and negotiation. The 2022 version of the this study is based on the responses of 36,879 buyers who purchased or leased their new vehicle from March through May 2022, and was fielded from July through September 2022.

“Even in the face of a continuing shortage of new-vehicle inventory and general inflationary pressure, dealerships have been able to maintain a consistent level of sales satisfaction,” said Chris Sutton, vice president of automotive retail at J.D. Power. “With the supply chain being an ongoing issue and with no near-term solution, dealerships have had to use additional tools at their disposal, such as special orders and more personal customer handling, to maintain sales satisfaction. However, when dealers charge more than MSRP, particularly with long-term loyal customers, they risk a potential long-term negative effect on customer advocacy and service business.”

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

    You can walk into most domestic dealerships and immediately realize that you know more than 90% of the sales people.

  2. Mike says....

    Lincoln is losing…. and perhaps has lost the handle on marketing the Lincoln brand. Ford has nominal control over its dealership network made worse by the price gouging on new product. As said in the article above… “when dealers charge more than MSRP, particularly with long-term loyal customers, they risk a potential long-term negative effect on customer advocacy and service business.” This is pretty basic stuff which corporate bean counters just do not understand. Ford/Lincoln product loyalty is built on ‘the belief’ customers feel they were treated well above all else.

  3. Edward

    I love my 2022 Lincoln Corsair Grand Touring. It now has almost 12k miles on it and it has proven to be an exceptional vehicle in every way. But, the dealership that I ordered it through has been an issue. Placing the order was easy, they were so nice. But, once the vehicle was delivered, they were worse than the typical “used car salesman”. It was a horrible experience and I probably should have walked out, but I really wanted the car. Will I buy a Lincoln in the future? Very likely, but probably not from my local dealer. I’ll drive an hour to go to a different one.

  4. Ike

    Well their mobile site looks cheap and janky. And the designs aren’t all that fresh anymore

  5. Scott

    Lincoln is the worst vehicle purchase I’ve ever made. Dealership ordered it wrong… It blows up after 4 months, had to fight to get a loaner. Lincoln rep at the dealership was unprofessional. Couldn’t even give me one in the future.

  6. Stuart Lee WNYX-TV

    To hell with Lincoln.
    Can you have ever imagined that an American car brand with the name Lincoln would be selling most of its models to the red Chinese communists?
    All the Lincoln sedans such as the Zephyr and the Continental only the communists in China can buy not any Americans!
    To hell with Lincoln. They should change the name of their company to Peng.
    I’m going to buy a Cadillac.
    That is an American company.
    And you can still buy sedans from Cadillac in America!!

  7. Stuart Lee WNYX-TV

    No Lincoln for me!

  8. SamL

    The problem with Lincoln is bad decision making by Ford management. Mustang, Bronco and F150 get all the dollars and Lincoln is left with minimal to work with. Lincoln showcased the latest technology years ago before it filtered down to the lessor Fords and Mercury. Lincoln doesn’t even offer a Halo/ Flagship model to draw customers into the showroom. Cadillac at least has direction and Celestiq Halo model. Ford Stockholders should demand better for Lincoln ASAP. Plus, upper management changes are badly needed. Also, Cadillac is on their second EV while Lincoln is still in the “Showcar concept” phase.


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