Report: Women Buyers Drive Demand of Lincoln SUVs


Women buyers are driving demand for Ford Motor Co. Lincolns — especially luxury SUVs — with Lincoln registrations among women increasing by 45 percent over the past decade, says an analysis by the Southfield-based consulting firm IHS Automotive.

The study finds women buyers grew at more than 11 times the rate of the Lincoln brand in the last 10 years — twice that of the overall luxury segment. Sheryl Connelly, manager of global consumer trends at Ford Motor Co., says the growth reflects women’s increased earning power.

“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury market landscape,” Connelly says.

Registrations to women of Lincoln MKC, launched in spring 2014, were up 52 percent for the second half of 2015 over the same period in 2014 — representing nearly 60 percent of overall Lincoln SUV growth last year, according to IHS data.

Connelly says the success of Lincoln vehicles with women in December can be partly attributed to the launch of the 2016 Lincoln MKX, as registrations to women buyers increased 48 percent over the same period in 2014.

IN RELATED NEWS, Ford first quarter sales in China increased nearly 15 percent (314,454 units) compared to the same period last year. Sales in March increased 5 percent when compared to March 2015.

“We are pleased with the continued growth and positive customer response our products continue to receive in China,” says John Lawler, chairman and CEO of Ford Motor China. “We remain committed to offering a great portfolio of vehicles and providing world class service to our valued customers.”

Lawler says first quarter sales for Changan Ford Automobile, Ford’s passenger car joint venture, increased 23 percent compared to last year, and increased 12 percent in March when compared to March 2015. Ford SUV sales in China jumped nearly 40 percent in the first quarter when compared to the same period last year, and rose nearly 30 percent in March compared to the same month last year.

Ford Mustang sales were up 75 percent in the first quarter in China, while sales of the Ford Focus ST increased 23 percent during that same time period.