Lincoln Buyers Are Loyal, Old

Much in the same way that bingo and oatmeal continue to find an audience, Ford’s aging luxury sub-brand Lincoln has found itself a loyal and committed following. At least until they die of old age sometime this decade.

With a sales increase of 6% on the year, Lincoln is outpacing the overall luxury market increase of 2%. Sales of their MKC, MKS and MKZ have been strong and should only increase with the upcoming Navigator refresh.

2015-Lincoln-MKC-placement-626x382

Much of this has been credited to Lincoln’s pickup and delivery service. When scheduled maintenance is needed a Lincoln rep will drive to the customers house, pickup their car while leaving a loaner and bring it in for service. After the necessary work and a car wash, the vehicle is returned without the driver having to go out into that crowded scary world.

What’s probably a more likely cause, however, is that there’s security in familiarity, and change is scary. Sometimes we just need a car as consistent and non-threatening as a bowl of oatmeal.

sleeping-old-man-shhh

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