What’s the Deal With Lincoln Buyers?
If there’s one car brand I find myself consistently puzzled by, it’s Lincoln. While I can appreciate the Navigator and enjoyed the Nautilus when I drove one, the brand operates in some incredibly competitive market segments. So, it’s a bit surprising to see that Lincoln is currently experiencing a surge in customer loyalty.
S&P Global recently released its 2024 customer loyalty awards, and while Tesla was, predictably, among the winners, Lincoln had a strong showing. It seems that if you buy a Lincoln, you’re likely to stick with the brand. In contrast, Infiniti, which competes in similar segments, hasn’t fared as well, perhaps explaining recent executive shakeups at Nissan. Meanwhile, GM continues to execute its strategy.
Is the Lincoln Corsair a compelling choice? I’m consistently trying to expand my vehicle knowledge to keep up with the market. Having driven the Lincoln Nautilus, I found it to be a pleasant vehicle. Would I choose it over a Porsche Cayenne or a Genesis GV80? Perhaps not. I might favor the GV80, although the Nautilus offers a more affordable option, roughly $5,000 cheaper. This appeal of luxury with value is highly attractive. The same logic is applied with the Corsair.
Interestingly, S&P Global identified the Nautilus and the Corsair as the models with the highest owner loyalty in their respective classes. Notably, the Lincoln Corsair led the pack with the most repeat customers last year, based on registration data.
Tesla tops the list for loyalty because there haven’t been many rivals to choose from, particularly for existing owners, until recently. Furthermore, General Motors stands out as the most loyal overall manufacturer. Certain vehicles consistently dominate their categories, such as the Porsche 911 and the Range Rover. Cost is also likely a factor, as evidenced by the Nissan Sentra’s popularity among return buyers, offering affordability and reasonable quality. This may partially explain Lincoln’s success.
Furthermore, Lincoln had a strong sales year, with a 28% year-over-year increase, marking its best performance since the days when Brad Pitt was still appearing in cinemas. The company’s success might be attributed to discounting and an ample supply of cars, though increased sales don’t necessarily translate to higher profits. Additionally, Lincoln faces potential tariff risks since its popular models are manufactured in China. As reported by Automotive News earlier this year, executives acknowledged that tariffs pose a “significant risk” to the brand given its limited lineup.
Historically, the average Lincoln owner has been older than the general market. The introduction of a new Navigator might further boost sales, potentially challenging the Range Rover’s dominance.
Nissan Is Reportedly Trying To Push Out Its CEO
The position of Nissan CEO might be one of the toughest in the automotive world. If you’re not dealing with arrests instigated by your subordinates, you’re having to deal with other competitors telling you your company is worthless. Bloomberg reports that Nissan directors are evaluating potential candidates to replace Uchida.
GM Agrees To Hand Out More Dividends
For General Motors shareholders, the news includes increased dividends and a planned share buyback. The board approved a dividend increase of 3 cents to 15 cents per share. This marks the first dividend increase since late 2023.
Old Porsches Are The New Old Ferraris
Older Porsches are appreciating in value, a trend that’s become obvious at auction events. As car enthusiasts gather in Florida, the auction houses feature numerous Porsches with estimates reaching the $1 million mark, which continues to grow. Porsche is getting close to the pricing status that Ferraris once had.
Perhaps I should have taken my own advice and bought a Porsche 912 when they were selling for $16,000. Never take advice about anything, is what I’m saying.
