Ford Authority

Luxury Shoppers Praise Lincoln For Comfort And Ruggedness

Ford Motor Company has fared rather well in the Q3 edition of Kelley Blue Book’s Brand Watch report as the Ford F-150 finished as the most considered non-luxury vehicle and pickup on the market, while its Ford F-Series counterpart – the Ford Super Duty – also ranked in the top five as one of the most considered pickups on sale. Ford also held onto its position as the second most considered non-luxury brand behind Toyota after briefly taking over the top spot back in Q4 of 2021. Meanwhile, Lincoln also fared quite well in terms of ranking on the list of factors driving luxury consideration, carrying on a trend that began several quarters ago.

In the second quarter, Lincoln ranked third among luxury shoppers in terms of affordability, first for driving comfort, and first for interior layout. In Q3, it faltered slightly, however, ranking third in driving comfort and second in ruggedness. While many factors driving luxury consideration remained the same – the top five of durability/reliability, safety, driving comfort, driving performance, and affordability – were unchanged from the previous quarter, there was some major shuffling in the bottom half of the top 12, however.

With gas prices soaring, fuel efficiency moved all the way up from tenth to sixth in terms of the most important factors driving consideration, while reputation, interior layout, technology, and exterior styling all moved down one spot. The last two – ruggedness and prestige/sophistication – remained the same.

The Kelley Blue Book Brand Watch report is a consumer perception survey that weaves in shopping behavior to determine how a brand or model stacks up with its segment competitors based on a dozen factors key to a consumer’s buying decision. Kelley Blue Book produces separate Brand Watch reports 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 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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