Lincoln Vehicle Registrations Among Women on the Rise
Lincoln, citing IHS Automotive vehicle registration data, sees women as a significant source of growth in brand sales during the last decade.
According to Lincoln’s analysis of vehicle registration figures for the past decade, the number of women purchasing its vehicles is up 45%, with sales among females growing 11 times faster that of sales for the Lincoln brand as a whole and double that of the entire luxury segment.
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That same data found that registrations of the Lincoln MKC grew 52% in the second half of 2015 compared to the second half of 2014. Those registrations alone accounted for 59% of Lincoln’s overall SUV growth for all of last year.
Lincoln also points to an article from the New York Times that had women accounting for 85% of all luxury product sales last year, as well as a report from NPR that had women as substantial influences in more than 85% of all luxury vehicle sales.
“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury market landscape,” said Sheryl Connelly, Ford Motor Company global consumer trends and futuring manager.
Lincoln also found that the success of the all-new MKX has been largely influenced by women. Registrations for the MKX were up 48% among women last December—the month in which the next-gen model launched—compared to December 2014.
Lincoln concludes its analysis of this trend by pointing to features in new and future vehicles that might be of appeal to women. For example, did you know that the center console bridge of the 2016 MKX is “a secure place for a purse,” or that the Perfect Position Seats in the upcoming Continental have adjustable head restraints that are comfortable “even when wearing a hat or a high ponytail”? Well, now you know.
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