Lincoln Nautilus Wins Overall Loyalty Award For 2023

In recent years, Lincoln has fared quite well in various loyalty studies, ranking second in the luxury segment in research conducted by IHS Markit, while the Lincoln Nautilus – specifically – has previously ranked among the top 10 models with the highest brand loyalty in J.D. Power’s 2023 Initial Quality Study (IQS), as well as the top vehicle in the luxury mid-size utility segment in terms of customer loyalty in S&P Global Mobility’s 2023 Automotive Loyalty Awards. Now, the Lincoln Nautilus has once again been recognized for generating strong loyalty among its owners in the 2024 version of that same S&P study.

In the 2024 S&P Global Mobility Automotive Loyalty Awards, the Lincoln Nautilus was recognized as the winner of the “Overall Loyalty to Model” category following its back-to-back recognition in 2022 and 2023 for the “Luxury Mid-Size Utility” segment award. According to S&P, last year, more than 42 percent of Nautilus owners returning to market for their next vehicle chose to purchase the very same model, in fact.

Though waning inventory over the past few years has put a dent in overall customer loyalty across the automotive market, S&P notes that improving levels as of late are beginning to reverse that trend. In fact, loyalty improved year-over-year for the first time since 2019, rising 0.8 percentage points to finish out 2023 at 51 percent.

“The last few years have shown us that customers are becoming more comfortable to consider and purchase a new vehicle outside their preferred brand,” said Joe LaFeir, President, Automotive Insights, S&P Global Mobility. “However, concerted efforts from OEMs to improve retention through unique marketing initiatives, alongside improving inventory levels and great new products, are resulting in a stabilizing of loyalty levels, after several years of decline.”

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