LIncoln brand consideration has remained quite volatile over the past year or so, with Kelley Blue Book’s Brand Watch report revealing that luxury vehicle shoppers were looking at that particular brand a bit less at the start of 2022, though in Q4 of 2022, it actually increased by one point, which was also the case with the Ford brand in Q1 of this year. However, Lincoln lost the ground that it made up in the previous quarter after declining by one point in the first quarter of the year, according to the latest KBB Brand Watch report.
In Q4 2022, Lincoln ranked 10th among all luxury brands in terms of consideration among shoppers with a score of seven percent – up from six percent in Q3. However, it slipped down to 11th place in Q1 2023 as that same score dropped back to six percent, raking it behind BMW (22 percent), Lexus (18 percent), Cadillac (16 percent), Audi (16 percent), Mercedes-Benz (13 percent), Buick (13 percent), Acura (11 percent), Tesla (nine percent), Genesis (seven percent), tied it with Land Rover, Volvo, Porsche, and Infiniti, and placed it ahead of Jaguar (three percent), Rivian (two percent), and Alfa Romeo, Maserati, Lucid, and Polestar, each of which finished with a score of one percent.
In terms of which vehicles are driving this consideration score, KBB notes that a total of three Lincoln models experienced a decline in the past quarter, which contributed to the overall drop of one point quarter-over-quarter, though it didn’t go so far as to name those specific models.
The Kelley Blue Book Brand Watch report is a consumer perception survey that also weaves in 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 the quarterly Brand Watch reports for non-luxury and luxury brands and assesses shopping for electrified vehicles as well.
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Being in the market for something new, I have narrowed my list down considerably. Lincoln Corsair, Lexus NX350, maybe Infiniti QX50. I would want a base Lincoln Corsair Standard with AWD, a base Lexus NX 350 AWD, or the base Infiniti QX50 Pure AWD. All three are basically the same price. There are none of the Lincolns around, none of the Lexus, and none of the Infiniti. Plenty of loaded upper trims, but none of the base trims. Either they just don’t make them, or that is all people are buying. Either way, the first one that shows up locally will most likely get my attention. So “consideration” for me isn’t an issue. Actually being able to get one without going through the hassle of a custom order is the issue.
Reach out to the community at Lincoln Forums and see if they can pinpoint your exact vehicle wherever in NA you may be…a very helpful group!
Interesting that more people would consider a Genesis or Acura over a Lincoln. Wake up Lincoln before you end up like Mercury. We need exciting non-suv product we want in the stable like yesterday. It should be hard to utilize the S650 platform.