Ford has been gaining market share in the all-electric vehicle segment at a rapid rate over the past year or so, taking away sales from its main rival – Tesla, which has seen its share decline over that same time frame. In fact, Ford became the second-largest seller of EVs in 2022, outperforming every other rival, even though it still trails Tesla by a significant margin. However, while quite a few Tesla owners have defected to other makes in recent months, that hasn’t historically been the case with Ford or Lincoln owners – and that trend continued this past fall, according to new data from S&P Global Mobility.
From September through November 2022 compared to the same time period in the prior year, Tesla’s conquest/defection ratio declined by 2.1 points to 4.6, while the percentage of Lincoln owners that defected to Tesla dropped by 15.7 percent. As Ford Authority reported last October, Ford already enjoyed one of the lowest Tesla defection rates of any brand, and that percentage continues to decline.
In that regard, Lincoln enjoyed one of the largest drops in Tesla defection rate of any luxury brand, trailing Genesis (25.5 percent), BMW (25.2 percent), Mercedes-Benz (23.4 percent), Cadillac (19.7 percent), Land Rover (16.6 percent), and Jaguar (15.8 percent), though it also beat out Infiniti (15.5 percent), Volvo (14.7 percent), Audi (13.6 percent), Lexus (11.1 percent), Acura (10.5 percent), and Porsche (0.9 percent).
This trend will become even more important as Lincoln prepares to launch a bevy of new all-electric models in the coming years, with the luxury brand expecting to electrify its entire lineup by 2027. At that time, Lincoln plans to offer an EV version of every vehicle in its lineup, with at least five all-electric crossovers launching by that date, including the forthcoming Lincoln Aviator EV.
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Comments
Not my case. As former Lincoln buyer, I went to other brands the day Lincoln stopped producing sedans. Not everybody like SUV´s or crossovers or is willing to buy one no matter what.
Would love to know the status and production of Lincoln’s Corsair Grand Touring. Seems there is little to no information on production of the 2023. I did see a delay in late 2022. What’s up????????
This whole discussion is only about the covid effect had and continuing to be had on the market and industry in general. I would not read much into this report or numbers if I were Ford/Lincoln.