Lincoln Appeals to More Women Buyers

Women are driving demand for Lincoln’s newest vehicles, particularly with respect to Lincoln’s luxurious SUV offerings, according to a recent analysis of IHS Automotive vehicle registration. In the last decade Lincoln registrations among women have increased 45 percent.
 
Female buyers grew at more than 11 times the rate of the Lincoln brand overall in the
last 10 years, and at twice the rates of the overall luxury segment. This growth reflects
women’s buying strength in the luxury market, which can be directly correlated to their
growing earning power. According to the U.S. Census Bureau, just more than 9 percent
of women have master’s degrees, which often leads to higher income, compared to just
less than 8 percent for men.
 

“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury market landscape,” said Sheryl Connelly, Ford Motor Company global consumer trends and futuring manager, noting that women are achieving new levels of prominence in their professional and personal domains.
 

According to the New York Times, women were responsible for 85 percent of sales of
luxury products in 2015. And an NPR report from December showed that women
influence more than 85 percent of major automotive purchase decisions overall.
Based on the most recent IHS data, registrations to women of Lincoln MKCs, which
launched in spring 2014, were up 52 percent for the second half of 2015 over the same
period the year prior – representing 59 percent of overall Lincoln SUV growth last year.
 
The success of Lincoln vehicles with female consumers in December can be partly
attributed to the launch of the all-new 2016 Lincoln MKX, as registrations to women
increased 48 percent from the same period in 2014.