A recent analysis of IHS Automotive vehicle registration data has revealed that women are driving demand for Lincoln’s newest models, especially their luxurious SUVs.
In the last decade, Lincoln registrations among women have increased by 45%, which means that women buyers grew at more than 11 times the rate of the Lincoln brand over the same period of time.
“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury market landscape,” explains Ford exec Sheryl Connelly.
It also seems that women were responsible for 85% of luxury product sales in 2015 according to the New York Times, while an NPR report even shows women influencing more than 85% of major automotive purchase decisions overall.
As far as Lincoln is concerned, MKC registrations were up 52% among women for the second half of 2015 (compared to the same period in 2014) – which represented 59% of Lincoln’s overall SUV growth last year.
The all-new 2016 Lincoln MKX also had a big impact among women customers in December of last year, as registrations increased by 48% in 2015 compared to 2014.
Speaking of which, the new MKX features a center console bridge that provides a secure place for a purse, while the 2017 Continental comes with four-way adjustable head restraints that move straight back, allowing women to rest their heads comfortably even when wearing hats or high ponytails.
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