As a general rule, women are known for their discerning tastes and an appreciation for the finer things in life. Therefore, it should come as no surprise that the fairer sex purchases Lincoln vehicles at record numbers, according to an internal analysis of vehicle registration data from HIS Automotive, an industry information and consulting services company.
As Lincoln notes in a press release, Lincoln registrations among women increased by 45 percent in the past 10 years. This statistic is particularly significant given that, within the same time frame, the rate of women car buyers grew at more than 11 times the rate of the Lincoln brand. Moreover, the growth of the female car-buying demographic over a 10-year span was twice that of the luxury vehicle segment as a whole.
These statistics are corroborated by independent reports from The New York Times and NPR, which concluded that women were the primary drivers behind luxury product and vehicle sales last year. As women achieve greater social and financial mobility, according to Sheryl Connelly, Ford’s global consumer trends and futuring manager, they are asserting a stronger influence on the automotive market.
“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury market landscape,” said Connelly.
Another valuable statistic gleaned from IHS Automotive data centered on the sales figures two of Lincoln’s high profile vehicle launches: the Lincoln MKC and the MKX (pictured). Women were chiefly responsible for the sales growth of these luxury models—MKC registrations among women increased by 52 percent between 2014 and 2015, while MKX registrations increased by 48 percent over the same period in 2014.
Lincoln attributed the success of its luxury vehicle lineup among women to several external and internal factors. In terms of external factors, the US Census Bureau found
more women than men held master’s degrees, which suggests an increased likelihood that they will purchase luxury vehicles. In terms of internal factors, Lincoln’s recent, high profile launch of the 2016 MKX has made the Lincoln brand more appealing to women car buyers.
With its embrace of the “quiet luxury” concept, the Lincoln MKZ, MKX and MKC are high-quality luxury sedans that appeal to women car buyers. These models also include women-friendly design features such as a headrest that allows a woman driver to lean back comfortably while wearing their hair in a high ponytail. Such subtle yet significant touches within Lincoln’s luxury vehicles go a long way with female consumers, according Marcia Salzberg, Lincoln senior designer for color and materials.
“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,” said Salzberg. “It’s where and how the material is applied, and its relationship to the colors and surfaces enveloping it that creates a holistic expression of quality women recognize and appreciate.”
The vehicle registration data referenced here can be found on the IHS Automotive website. Once you have had a chance to peruse that data, head on down to West Point Lincoln to check out our line of great Lincoln luxury sedans and SUVs. We look forward to seeing you!