Owners have voted Lincoln the most satisfying premium brand in the Vehicle Satisfaction Awards. Previously, the honour belonged to Tesla.
When it comes to getting to know a vehicle, you’ll learn things driving down the highway at midnight that you could never pick up during a test drive. Cars are complicated machines that we throw into diverse situations. That’s why no one knows vehicles better than owners. And no one is better positioned to discuss what it’s like to actually live with a vehicle. And, evidently, the Lincoln experience is considered one of the best. But what are the Vehicle Satisfaction Awards?
“The Vehicle Satisfaction Awards look at the big picture,” said George Peterson, president of AutoPacific. “They measure 49 separate attributes, ranging from interior comfort and styling to fuel economy and performance. They go deeper into the heart of the ownership experience.” This isn’t about first impressions and test drive hot takes. It’s about long-term ownership. How do the seats feel after 10,000 kilometres? How does the transmission cope with an uphill surge? Et cetera… Well, apparently, the Lincoln experience holds up over time. Lincoln vehicles placed first in the survey’s following categories:
- Continental: Luxury Car
- MKZ: Luxury Midsize Car
- Navigator: Luxury SUV
Lincoln attributes its success to “client-centred” experiences: “personalized ownership privileges is making a difference for our clients. It’s changing the luxury experience.” That’s according to Kumar Galhotra, Lincoln Motor Company president. He’s referring to services like Pickup and Delivery. But one could argue Lincoln’s awards probably have more to do with the fact that they’re delivering outstanding products once again.
The Lincoln Continental is back to being a highly coveted luxury sedan with all the bells and whistles required thereof. It was recently named Best of the Best Luxury Sedan in the latest Robb Report. Meanwhile, the MKZ offers performance and equipment that would cost $10,000 more from certain European rivals. And the MKC… well, stylish luxury crossovers mostly sell themselves these days. Still, that shouldn’t undermine the fact that its athletic and remarkably comfortable.
The point is that Lincoln is built on a foundation of strong products. Further evidence of that fact comes from IHS Markit Loyalty data. That data showed that Lincoln scored the highest loyalty rate among new luxury purchases in the first quarter of 2017. Clearly, once someone gets into a Lincoln, they don’t want to get out. But that’s not the challenge Lincoln faces. The real trick is getting luxury vehicle buyers to defect from Acura, Lexus, and the German trio. Until that happens, the Lincoln lineup will remain a well kept secret.
Have you driven a Lincoln? Will you make one your next vehicle?