Lincoln tops satisfaction awards, plans revival with more models
Ford’s struggling luxury division places first among premium brands in recent survey and has a product renaissance planned.
Ford’s floundering Lincoln luxury brand has had some reason to celebrate with increased sales. Now it can also revel in beating competitors in the premium segment to take the top prize among luxury brands in AutoPacific’s 18th annual Vehicle Satisfaction Awards.
Lincoln ranked first in its category in the automotive marketing research firm’s survey, which polled more than 92,000 people who bought 2014 cars and trucks on how satisfied they are with their new vehicles. Respondents rated 50 attributes for importance in their purchase of a 2014 model year vehicle as well as satisfaction after the sale. Therefore, the VSAs only measure sentiments on recently purchased vehicles and not long-term satisfaction.
GMC finished first in the Highest Satisfaction Popular Brand category, while the Mercedes-Benz S-Class not only topped the Premium Luxury Car segment but also won AutoPacific’s President Award for the highest-ever score. Lincoln moved from sixth place last year to first for 2014 and had three vehicles top their respective categories: the MKS in Executive Luxury Cars, the MKZ in Luxury Midsize Cars and the MKZ Hybrid for Hybrid/EVs. (Click here for the full list of winners.)
following the shuttering of Mercury in 2010.
In a recent interview with Edmunds, Lincoln said it would consider platforms on all Ford vehicles to develop additional Lincoln models. "We know we need added nameplates," said Matt VanDyke, Lincoln's global head of marketing, sales and service. "We know that we need to get into other segments with other vehicles. We have a very great understanding that we are in an extremely, extremely competitive segment of the automotive industry."
VanDyke said that even basing a Lincoln model on the new rear-wheel-drive 2015 Ford Mustang isn’t out of the question. “We won't rule out anything," he added.
Lincoln currently offers six vehicles. The MKZ that placed first in AutoPacific’s Luxury Midsize Car category went on sale last year and is the first model to signal Lincoln's new design direction. Next is the 2015 Lincoln MKC compact sport utility that went on sale in May.
The redesigned 2016 Lincoln MKX midsize SUV will be available next year, followed by a new full-size sedan in 2016 that will replace the current MKS. The Lincoln Navigator full-size SUV was also refreshed for the 2015 model year, while the MKT full-size SUV that shares a platform with the Ford Flex will remain unchanged for the 2015 model year.
VanDyke said Lincoln is now considering models it will add to its future product line. "The opportunity for us is to really sort out where we go with the second generation of products," he added. “We don't think that four new products in four years means that we can sit back, take a break and rest. It is absolutely the beginning, it is the foundation."
Bring back the town Car, think outside the box and build what people want and need.
If you build it they will buy.
Lincoln Has always been a quality vehicle but a bit of a barge. I liked my Grand Marquis very well and wish they would reconsider them or the Crown Vic. Great cars and good sellers with long lives.
Not surprised. I have owned 5 Lincolns, all great vehicles. Looking forward to my next one! My wife is still says her favorite vehicle of all time was the 2006 Navigator. (She is currently driving an 08 750li)
The 2016 MKX looks great! Maybe in our driveway soon...
When Ford dropped Austin Martin, Mercury and others I was really hoping the money saved would be funneled into Lincoln. In fact one article I read said Lincoln was going to have all kinds of new product by 2011/12 time frame. I am disappointed it is taking sooooo long for the management at Ford to revive a longtime American luxury brand. I wonder if the opportunity/window is shut..
The worst front end designs in the auto industry. Please come up with a new design! Your cars aren't that bad otherwise but I would still like to see a new large ominous sedan big and bold that looks mean. A Chrysler 300 on steroids.....that's the ticket.
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