Ford Authority

Lincoln Ranked Below Average In 2023 U.S. Tech Study

The Blue Oval struggled in this year’s rendition of the 2023 J.D. Power U.S. Tech Experience Index Study, as the Ford brand was ranked below average, only good enough for ninth in the mass market segment, or slightly below average. Lincoln didn’t fare much better, as it was also ranked below average in the premium segment.

The U.S. Tech Experience Index Study analyzes 40 automotive technologies, which are divided into four categories: convenience, emerging automation, energy and sustainability, and infotainment and connectivity. Its purpose is to measure how effectively each brand brings these new technologies to market, and measures how much owners like the new technologies, as well as how many issues they experience while using said tech. For this study, responses were collected from 82,472 owners of new 2023 model year vehicles who were surveyed after 90 days of ownership. J.D. Power conducted the study from February through May of 2023.

Lincoln earned a score of 488 out of a possible 1,000, ranking eight and well below the average score of 588 in the premium segment. Genesis led the segment with a score of 656, followed by Cadillac and Lexus with 533 points in second and third, respectively. BMW (528) placed fourth, followed by Mercedes-Benz (522), Volvo (509), and Land Rover (499).

“Innovation through a strong advanced tech strategy is crucial for all vehicle manufacturers, especially those working to build their reputation in the electric vehicle space,” said Kathleen Rizk, senior director of user experience benchmarking and technology at J.D. Power. “The perception in the industry is that most BEVs should offer many advanced technologies to compete with high-tech entrants like Tesla. Success will be dependent on those manufacturers that can execute flawlessly, while ensuring the user experience is the same for those who are tech savvy and those who are not.”

This results caps off a streak of disappointing scores in the Tech Experience Index for Lincoln, marking the third straight year that the luxury brand has posted below-average results. The luxury automaker also ranked below average in 2021 and again during the 2022 rendition.

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.

Alexandra is a Colorado-based journalist with a passion for all things involving horsepower, be it automotive or equestrian.

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  1. RichG

    The segment average of 588 makes no sense since only one manufacturer (Genesis) is above 533 (Cadillac).

    The math doesn’t math.

  2. Mike

    The Lincoln web page is also deep below average. When I select options I want, then it shows a bunch of availalable cars. But when I go to take a look at them at the dealer’s web site, they all say “In transit”, and the same cars are “in transit” for weeks. So if they are “In transit”, stop fraudulently list them at the Lincoln Web site as available. No wonder the Lincoln web site was placed in voting at the bottom of the list.

    1. Hafcanadian

      I’ve noticed that also. It’s certainly aggravating.

      1. Mike

        Not only that. Lincoln has 3 collection options – 1, 2 and 3. When I am searching the Lincoln Web site, I cannot select that I want to show only cars with Collection 3. One of the worst Web sites I ever seen. Did they hire a Chinesse web developer? It looks like it!

  3. StarLord

    When you spend 100k on a black label you expect the best.

  4. Karrpilot

    We used to call the Lincoln Mercury stores the old folks home back in the 90’s. Because they were the only customers. Now even that group has wised up and are staying away.

  5. Hafcanadian

    Ratings are up, then down, then up, now down. Consumer Reports and others had Corsair and Nautilus rated among their best reviewed earlier this year. Other Lincoln models pulled the name down, unfortunately. But it does leave us wondering why reviews of “the best” models rate at the top for some and only midway for others, or why the same reviewer can leave a prior relatively recent top gun totally off subsequent lists. Then Ford decides to move their highly liked Nautilus manufacturing to China? And it can’t take the hint that people don’t like push-button trannys?

    So disappointed in the Company I’ve idolized since the 1950’s.

  6. robh

    Yes, it seems current management is alienating core customer base by foisting too much unwanted gadgets on their cars. I want the car to be luxurious and dependable and not be indistinguishable from a toyota or chevrolet. I am not interested in spending several minutes trying to navigate a touch screen to lower radio volume. But as other reviewers have commented, making some models in china to be sold to American consumers is the absolute last straw. Its hard to even determine where a ford car is made these days as they no longer list this information on door jam decal or notate it on window sticker. Its as if they are purposefully trying to hide where the car is made so you won’t know its made in china. Oh well, it looks like another iconic American brand is about to bite the dust due to poor corporate management.

  7. MIKEinNYC

    Go back to making cars and then I’ll go back to being interested in buying a Lincoln.


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