The study was conducted by Swapalease.com and asked lessees to rank their perceptions of luxury brands including Jaguar, Land Rover, Porsche, Infiniti, Lincoln and Volvo. The group polled consisted of 3,000 lease customers and of that group, 45.5 percent said they are less likely to lease a Lincoln than they were 10 years ago. Volvo was slightly more popular, but still the second worst with 43.4 percent saying they see the brand as less desirable.
Neither brand exhibited a strong improvement over last year’s results, which is a bad sign for both brands. Leases account for a much larger portion of luxury car sales than mainstream models.
Lincoln’s MKZ launch suffered from months of delays after quality issues caused the cars to be moved from their assembly plant in Mexico to another Ford facility in Michigan.
The brand will bring four new models to the market over the next four years in a continued attempt to gain market share, but the study’s results suggest that path won’t be an easy one.
While Lincoln doesn’t compete with German luxury brands, but Volvo does and continues to struggle as a small player in the segment. Like Lincoln, the Swedish automaker is planning a new line of products for the North American market. The product plan includes the S60, S80, XC60, and XC70.
[Source: Ward's Auto]