Steady sales growth and repeat business are never a bad thing.
Once upon a time in America, if you wanted a luxury car you had two choices – Cadillac or Lincoln. These days the luxury segment is positively packed with choices from manufacturers all around the world, but Lincoln says its customers are the most loyal of them all. Or at least that’s what IHS Markit says in a recent study. The research company’s report cites Lincoln as having the highest loyalty rate for new car buyers in the luxury segment through the first quarter of 2017.
The study is based on households that previously bought a new vehicle, then returned to the market to purchase or lease another new vehicle from the same manufacturer.
“For Lincoln, it’s about providing quality vehicles and exemplary service,” said Lincoln Motor Company President Kumar Galhotra in a press release. “This tells us we’re moving in the right direction.”
That direction would appear to be up. The company says owner loyalty is driven by sales of its MKC and MKX crossovers, and the Ford Fusion-based MKZ. Lincoln’s Pickup and Delivery service for maintenance and service work is also credited for increasing customer loyalty. The automaker says 15,000 rides were completed through the end of 2016, and with the service now standard for all 2017 models, that number is expected to top 50,000.
Lincoln is still struggling to redefine itself in the highly competitive luxury segment. Whereas Cadillac has taken strides to compete with German and Japanese brands like Audi and Lexus, Lincoln still has something of an old fashioned feel to its models, even new ones like the Continental.
That said, the manufacturer has enjoyed slow-but-steady sales growth over the past four years, including a six percent increase so far through 2017.
2017 Lincoln Continental: First Drive
Lincoln’s Mix of Vehicles Leads to Highest Loyalty Rating in Luxury Segment
DEARBORN, Mich., JUNE 5, 2017 – The Lincoln Motor Company’s strong lineup of vehicles is drawing more people to the brand. Lincoln has the luxury segment’s highest loyalty rate among new luxury-vehicle buyers for the first quarter of 2017, based on IHS Markit Loyalty data.1
The momentum is driven by the Lincoln MKC, Lincoln MKZ and the Lincoln MKX.
Lincoln is also placing an increasing emphasis on client-centered experiences like its exclusive Pickup and Delivery, which continues to gain in popularity, according to The Lincoln Motor Company.
“For Lincoln, it’s about providing quality vehicles and exemplary service,” says Kumar Galhotra, president, The Lincoln Motor Company. “This tells us we’re moving in the right direction.”
Lincoln’s exclusive Pickup and Delivery service is now included with all 2017 vehicles. The program returns to Lincoln clients one of their most valued resources – time.
A Lincoln Service Valet picks up a client’s vehicle for any service need from any location, provides the client with a complimentary Lincoln loaner vehicle, and returns the freshly washed vehicle to the client once the service is complete.
The program has proven to be overwhelmingly successful, launching in September with more than 15,000 rides completed by year-end. It is on track to complete more than 50,000 rides by the end of 2017.
Enhanced client experiences have always been critical to Lincoln’s growth. Lincoln Black Label, for example, provides the ultimate expression of Lincoln style and substance, offering clients personal service and a host of exclusive membership privileges.
Lincoln sales are up 6 percent this year, outpacing a luxury segment that is up 2 percent, according to Lincoln and industry reported sales data.
- Brand loyalty is determined when a household that owns a new vehicle returns to market and purchases or leases another new vehicle of the same make, model or manufacturer. First quarter loyalty rates are based on January-March 2017 Loyalty analytics from IHS Markit.