Women Fueling Sales Gains for Lincoln

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Source:   —  April 07, 2016, at 4:03 PM

WardsAuto data shows January-March sales reached 24.905 units, up 16.0 percent from 21.478 year-ago, as truck models – all CUVs and SUVs – gained 27.1 percent for the period.

Women Fueling Sales Gains for Lincoln

Women obtain most of the credit for the Lincoln luxury brand’s recent growth, Ford officials say.

WardsAuto data shows January-March sales reached 24.905 units, up 16.0 percent from 21.478 year-ago, as truck models – all CUVs and SUVs – gained 27.1 percent for the period.

Citing IHS Automotive registration data, Ford says women are behind much of that expand in CUV/SUV demand, with registrations among female buyers jumping forty-five percent in the past decade.

The pop of women among Lincoln buyers grew at a rate eleven times faster than the brand overall during the past ten years and two times faster than the overall luxury-vehicle sector, the automaker says.

Increasing buying power for the demographic is portion of what's bringing women into Lincoln showrooms. U. S. Census Bureau stats indicate more than nine percent of women have master’s degrees – and presumably higher-than-average incomes, compared with less than eight percent of men, Ford points out.

A NY Times study found women were responsible for eighty-five percent of luxury-goods sales in two thousand-fifteenth. Women also influence some eighty-five percent of vehicle-purchasing decisions, according to a recent NPR report.

“It’s number astonishment that as women reap the rewards of their success, they've increasing influence in shaping the luxury-market landscape,” says Sheryl Connolly, Ford’s global consumer trends and futuring manager.

Drawing female buyers in specific is the new MKC compact CUV, which accounted for fifty-nine percent of Lincoln’s overall CUV/SUV vol growth latest year. The recently revamped and larger MKX CUV also is finding an audience with women, as sales to the demographic jumped forty-eight percent latest year from two thousand fourteen levels, Ford says.

Subtle luxury touches in the overall design and the right material used in the right spot are what seem to have the most appeal for women, the automaker says.

“A more traditional material, such as luxury wood trim, or a more modern get in the form of a wrapped aluminum mesh, may keep equal appeal for women,” says Marcia Salzberg, Lincoln senior designer for color and materials. “It’s where and how the material is applied, and its relationship to the colors and surfaces enveloping it. These enhancements create a holistic expression of quality women recognize and appreciate.”

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