Great piece on the brand loyalty of car buyers, Lincoln is low but they are also in a transition phase...
> Average loyalty: 27.49%
> 2014 Vehicle sales (Jan. – Jun.): 44,522 (10th lowest)
> Dependability – problems per 100 vehicles: 151 (12th highest)
> Manufacturer: Ford Motor Corporation
While over the past two years an average of only 27.5% of Ford’s luxury brand Lincoln owners said they would buy another, and that figure dropped by more than 8% between the second quarters of 2012 and this year. Like most car brands with the least loyal customers, owners of Ford’s luxury brand Lincoln were even less likely to remain loyal in the second quarter of this year than they were during the same time in 2012. According to an article last year from Consumer Reports, Lincoln struggles may be because it implement too many changes at once. While Lincoln sales are a mere fraction of larger luxury brands, there may be hope for the make. Lincoln sales jumped 16.3% between the first halves of 2013 and 2014, one of the larger increases among brands reviewed. Lincoln also fared well on J.D. Power’s APEAL study, but its dependability rating was among the worst. Several Lincoln models have recently been included in a series of recalls due to safety defects.
Brand loyalty is great but it doesn't mean as much when your sales aren't that high in the first place. Lincoln is focusing on just increasing sales generally right now. If they can convince people to buy their cars, then hopefully those same people will come back to Lincoln next time, but first things first. Let's not put the cart before the horse.