Lincoln Corsair Wins 2023 Loyalty Award For Small Utilities

The most recent installment of S&P Global Mobility’s Automotive Loyalty Awards have thus far been quite kind to The Blue Oval, which has seen the Ford Expedition top the full-size utility segment, the Ford Maverick finish first in the mid-size pickup space, the Lincoln Nautilus take home top honors among all vehicles with the brand new “Overall Loyalty to Model” category, and the Ford F-Series lineup taking home a win in the light-duty pickup segment. Now, we have yet another model to add to that list, as the Lincoln Corsair has been awarded as the top model in the small luxury utility segment, too.

While the Lincoln Corsair was the top choice in its segment for 2023, as far as the overall automotive market goes, waning inventory over the past few years has put a sizable dent in customer loyalty. S&P notes that improving levels as of late are beginning to reverse that trend, however – 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.”

“These awards truly exemplify the industry’s competitiveness and desire to improve customer retention. The awards reflect substantial fact-based analysis, which allows us to understand and determine conquest and loyalty rates, while providing guidance to OEM marketers and their agency partners to help improve loyalty programs and customer retention,” said Vince Palomarez, Product Management Associate Director, Loyalty, at S&P Global Mobility.

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