Lincoln USA Sales : 2010-2018

The MKC compact crossover

The recovery from the 2008-09 stock market crash was underway and sales of competitors were on the up. It was a chance for Lincoln to lift sales and keep up with or gain ground on them.

2010-2014:

In reality the opposite took place. Sales remained flat and ground was quickly being lost on other premium marques. The Medium sized MKZ was selling reasonably well, with a new model released in 2013. The MKZ mid-sized crossover was holding up with no replacement in this period.

Lincoln entered a new segment with the compact crossover MKC model debuting in 2014. The Town Car ended its long run as a trim option, then stand alone model. It had been a fine servant for the brand but times change.

This was a very poor result for a brand that appeared to be going nowhere. Ford needed to take its flagship marque more seriously if it was to survive. It's a profitable segment if managed properly.

Model	2014	2013	2012	2011	2010
MKZ	34,009	32,361	28,053	27,529	22,535
MKX	23,995	23,913	25,107	23,395	21,932
MKC	13,077
Navigator	10,433	8,613	8,371	8,018	8,245
MKS	8,160	10,793	12,524	12,217	14,417
MKT	4,800	6,014	7,094	5,024	7,435
Town Car			1,001	9,460	11,264
Total US Sales	94,474	81,694	82,150	85,643	85,828

2015-2018:

After a depressed five years where even 100,000 sales was too much, sales managed to keep above that mark for this four years. Nothing stood out but most contributed reasonable numbers. The new Continental nameplate returned when it replaced the MKS.

it was nice to see some improvement. However, compared to where Lincoln used to be in the premium market, this is a disappointing outcome. For now things are steady but taking back what was lost is harder than losing it in the first place.

Model	2019	2018	2017	2016	2015
MKX		28,573	31,031	30,967	22,199
MKC		26,241	27,048	25,562	24,590
MKZ		19,852	27,387	30,534	30,901
Navigator		17,839	10,523	10,421	11,964
Continental/MKS		8,758	12,165	10,212	6,877
MKT		2,324	3,005	4,028	4,696
Total US Sales		103,587	111,159	111,724	101,227

The new Continental swimming against the SUV tide

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For the 2000-09 decade, just click here.