Women Fueling Sales Gains for Lincoln

Women get most of the credit for the Lincoln luxury brand’s recent growth, Ford officials say.

WardsAuto data shows January-March sales reached 24,905 units, up 16.0% from 21,478 year-ago, as truck models – all CUVs and SUVs – gained 27.1% for the period.

Citing IHS Automotive registration data, Ford says women are behind much of that increase in CUV/SUV demand, with registrations among female buyers jumping 45% in the past decade.

The population of women among Lincoln buyers grew at a rate 11 times faster than the brand overall during the past 10 years and two times faster than the overall luxury-vehicle sector, the automaker says.

Increasing buying power for the demographic is part of what is bringing women into Lincoln showrooms. U.S. Census Bureau stats indicate more than 9% of women have master’s degrees – and presumably higher-than-average incomes, compared with less than 8% of men, Ford points out.

A New York Times study found women were responsible for 85% of luxury-goods sales in 2015. Women also influence some 85% of vehicle-purchasing decisions, according to a recent NPR report.

“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury-market landscape,” says Sheryl Connelly, Ford’s global consumer trends and futuring manager.

Drawing female buyers in particular is the new MKC compact CUV, which accounted for 59% of Lincoln’s overall CUV/SUV volume growth last year. The recently revamped and larger MKX CUV also is finding an audience with women, as sales to the demographic jumped 48% last year from 2014 levels, Ford says.

Subtle luxury touches in the overall design and the right material used in the right spot are what seem to have the most appeal for women, the automaker says.

“A more traditional material, such as luxury wood trim, or a more modern take in the form of a wrapped aluminum mesh, may hold equal appeal for women,” says Marcia Salzberg, Lincoln senior designer for color and materials. “It’s where and how the material is applied, and its relationship to the colors and surfaces enveloping it. These enhancements create a holistic expression of quality women recognize and appreciate.”