The Lincoln Motor Company is claiming it has the highest loyalty rate among new luxury-vehicle buyers in the first quarter of 2017. The claim is made possible by IHS Markit Loyalty data, which tracks people who already own the brand and then purchase the brand yet again during Q1 of this year.
Given the brand’s marketing focus in the recent months has been on the reincarnated Continental sedan, it may come as a surprise to find out which Lincoln vehicles the brand says have led in terms of loyalty. The MKC, MKX and MKZ are the three vehicles that Lincoln’s most loyal customers clamored to in Q1.
In addition to new products, Lincoln has been aggressive in launching new services for its clients, such as Lincoln Pickup and Delivery that allows owners to avoid going to the dealership for service.
“For Lincoln, it’s about providing quality vehicles and exemplary service,” says Kumar Galhotra, president, The Lincoln Motor Company. “This tells us we’re moving in the right direction.”
Lincoln Service Valet also drops off a Lincoln loaner vehicle to owners having service work done on their own Lincoln product. The program has proven to be overwhelmingly successful, launching in September with more than 15,000 rides completed by year-end. It is on track to complete more than 50,000 rides by the end of 2017.
Thus far in 2017 Lincoln is reporting sales up 6 percent in a luxury market that is up 2 percent, on average.