These Days, the “L” in Lincoln Stands for “Ladies”

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Lincoln and Women Buyers 1

Which vehicles come to mind when you think of a car that a lot of females buy? Perhaps a small roadster or a cute little two-door hatchback or another set of wheels that’s stereotypically associated with women?

What about a Lincoln? No? It should.

Lincoln says, “According to the New York Times, women were responsible for 85 percent of luxury product sales in 2015, while an NPR report shows women influence more than 85 percent of major automotive purchase decisions overall.” They also have greater earning power these days and they’re choosing to spend their money on Lincoln vehicles. Registrations of Lincoln vehicles by women have increased by 45 percent in the past 10 years.

Ladies seem to prefer the brand’s SUVs, in particular. They registered 52 percent more MKCs in the second half of last year than they did in the same period of 2014. In doing that, women were responsible for nearly 60 percent of Lincoln’s SUV sales growth in 2015.

The new 2016 MKX also does well with the fairer sex. In December of 2015, female registrations of the little Lincoln went up by 48 percent compared to the same month the year before.

Lincoln and Women Buyers 3

Those facts aren’t lost on Lincoln. It knows women appreciate how and where high-end materials are applied and how they look in relation to surrounding surfaces and colors. Lincoln’s also aware that women, in particular, can see the benefits of certain features, such as the center console bridge in the MKX that can securely fit a purse or the head restraints on the Perfect Position Seats in the new Continental that move straight back to allow women wearing hats or high ponytails to rest their heads comfortably while on the move.

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via [Lincoln]

Derek Shiekhi contributes to a variety of Internet Brands’ Auto sites, including J-K Forum , Jaguar Forums, and 5 Series. He's also a member of the Texas Auto Writers Association.

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