21 September 2019

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

For the 1985-99 period, simply click here.
For the 2000-09 decade, just click here.

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