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Lincoln female audience share has grown by more than 11 times the rate of the brand in a decade, twice that of the overall luxury segment.
Demand for the latest Lincoln vehicles has increased, particularly across its luxury SUV offerings, with car registrations among women having spiked by 45 percent. The findings are based on a recent analysis of IHS Automotive’s vehicle registration data.
The marque’s female audience share has grown at more than 11 times the rate of the brand in the last 10 years, twice that of the overall luxury segment. The trend reflects women’s buying strength in the luxury market, which can be directly correlated to their increased earning power.
According to the U.S. Census Bureau, more than nine percent of women hold master’s degrees, contributing to higher income. Less than eight percent of men have master’s degrees. According to the New York Times, women were responsible for 85 percent of luxury product sales in 2015.
Meanwhile, an NPR report shows women influence more than 85 percent of major automotive purchase decisions overall. Additionally, registrations for the Lincoln MKC, which launched in spring 2014, rose 52 percent for the second half of 2015, representing 59 percent of overall Lincoln SUV growth last year.
The success of Lincoln vehicles with women in December can be partly attributed to the launch of the all-new 2016 Lincoln MKX, as registrations to women buyers increased 48 percent over the same period in 2014. Women are seeing even more of what they want in Lincoln designs.
The aforementioned variant entails a centre console bridge which provides a secure place for a purse. New Perfect Position Seats available in the 2017 Lincoln Continental include head restraints which adjust four different ways for greater flexibility. The feature moves straight back to allow women to rest their head comfortably.
“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, Global Consumer Trends and Futuring Manager at Ford Motor Company. She added women are achieving new levels of prominence in their professional and personal domains.
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