In China – where Lincoln has enjoyed quite a bit of success with its revamped product lineup – the luxury brand has also fared well in some recent J.D. Power studies, including a second-place ranking in the 2023 China Tech Experience (TXI) Study. However, the newly-released 2023 J.D. Power China Automotive Performance, Execution, and Layout (APEAL) Study hasn’t been very kind to FoMoCo’s Chinese joint ventures – JMC Ford and Changan Ford – both of which ranked below the mass market average – which was also the case for the automaker’s luxury brand, too.
This year, Lincoln actually ranked near the bottom of the premium segment in China with a score of 741 out of 1,000 possible points, ranking it ahead of just one other brand – Fujian Benz – and behind segment-topping Porsche, Audi, BMW, Cadillac, Lexus, Mercedes-Benz, and Volvo.
The J.D. Power APEAL Study examines owners’ assessments of their new-vehicle experience within the first two to six months of ownership – specifically, their emotional attachment to and level of excitement with their new vehicle. This year’s study found that while overall satisfaction increased over last year, the gap between mass market and premium brands continues to grow as well.
“With the growth of new energy vehicle (NEV) sales, the competition between internal combustion engine vehicles (ICE) and NEVs is becoming fiercer,” said Elvis Yang, general manager of auto product practice at J.D. Power China. “Makers of ICE vehicles need to pay more attention to vehicle design and experience to maintain their position. Meanwhile, second- and third-tier cities are the main areas to purchase ICE vehicles. Automakers need to accurately grasp the preferences of this consumer group, optimize configuration experience to increase product appeal.”
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Comments
Should not be a surprise given the brand doesn’t offer anything we want to buy. Also, there is nothing to aspire to with the brand. No designs with drama, excitement, allure and sophistication. The brand will end because Ford gave up on Lincoln 20 years ago. The LS was and is the last real Lincoln.
Lincoln’s Chinese lineup is particularly fresh and stylish, but I imagine the lack of halo products and EVs likely limits appeal. It’s the same story in the US where Lincoln is once again in retreat with a diminished and aging lineup and the only luxury brand with falling ATPs. Much now depends on the success of Nautilus, all-new Navigator in 2025, and their first EV in 2026, all of which usher in a new era for tech and styling.
No surprise. Besides the Zephyr, Lincoln lineup is incomplete and with only a bunch of boring cookie cutter SUV´s and crossovers it´s way behind its competitors. Without a sedan and a sports coupe and unique designs, Lincoln has really nothing to do against its competitors. The LS was the last Lincoln and nowadays Lincoln is not even the shadow of what it represented and was during the 20th century. From being a desirable car that competed with Cadillac and the europeans with success to nothing in 2023. That has been Lincoln involution and particularly during Farley´s management (probably one of the worst CEO´s Ford has ever had).