Lincoln Wins VSA – The Lincoln Motor Company won AutoPacific’s Vehicle Satisfaction Award for top brand of the 2014 model year. Lincoln has previously won in 2004 and 2011. Based on queries from the press, many are surprised at the success of Lincoln in AutoPacific’s research. After all, Lincoln is portrayed as being a brand struggling to survive in the hotly contested luxury vehicle market in the USA.
Solid Performance Accross the Range Lincoln is battling to rebuild itself. Winning AutoPacific’s Vehicle Satisfaction Award shows that Lincoln is beginning to sell products worthy of winning their respective product categories. The MKS Executive Car won its class. The MKZ was the top Luxury Mid-Size Car and the MKZ Hybrid was the top Hybrid/EV Car. The MKT Luxury Crossover SUV was a close second in its class. Also, Lincolns are sold to buyers with a median age of 68-years, 11-years older than the typical new vehicle buyer. It is an adage of automotive research that to achieve great satisfaction scores sell your products to your grandmother – older females being less critical. Never sell to a young guy (much more critical – a proof of why Scion is the bottom ranked brand for 2014). Winning AutoPacific’s VSA will help Lincoln re-build its image once word gets out to dealers, owners and prospective buyers, but it is not until new Lincoln products get launched that Lincoln resumes its place as a fully fleshed-out luxury brand in the USA. We’ll watch to see if Lincoln can repeat its VSA win in 2015 after the new MKC small crossover SUV has been on the market for awhile.