Lincoln Brand Grows in Middle East in 2018
Lincoln is hard at work in its quest to become one of the globe’s foremost luxury brands, and a big part of that goal centers around appealing to customers in the Middle East. In 2018, the brand made good on its goal with 6 percent year-over-year total growth across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.
This uptick in sales was largely attributable to the red-hot Lincoln Navigator, which saw sales increase threefold from 2017. As was the case in the United States, Lincoln Navigator sales yielded a high mix of top trim levels — in the Middle East, the Presidential trim is the top tier variant. Lincoln also cites the Continental and MKZ sedans and the MKC crossover as major sales drivers for the year.
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“Lincoln is in the midst of a remarkable product drive both globally and in the region,” said Lincoln Middle East Director Sarah Rae. “The introduction of Continental and Navigator set the tone for our luxury brand’s future and what our clients can expect from our lineup, and this trend is sure to continue as we gear up to launch the new Nautilus over the next few weeks and later this year, the all-new Aviator.”
The 2019 Lincoln Nautilus recently launched in the United States as a replacement for the Lincoln MKX. The all-new Aviator three-row midsize SUV premiered in late 2018 and will include a Grand Touring plug-in hybrid variant expected to deliver 450 horsepower and 600 lb-ft of torque in addition to superior fuel economy.
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To help grow the business, Lincoln is expected to continue to focus not just on superior products, but on customer experience.
“With luxurious products featuring sophisticated designs and intuitive technologies, it is only natural that we deliver thoughtfully curated client experiences,” Rae added. “With our distributors’ continued investments in the Lincoln business, we are eager to welcome our clients into our new standalone dealership facilities this year, where we will deliver Lincoln’s effortless ownership experience that luxury customers want.”
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