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Women Fueling Lincoln's Growth

April 14, 2016

Photo of 2016 MKX courtesy of Lincoln.
Photo of 2016 MKX courtesy of Lincoln.

Lincoln's expanded lineup of luxury SUVs has struck a chord with female buyers, who have been gravitating to the brand, according to new data from IHS Automotive.

Lincoln registrations with women have increased 45% since 2005, while brand registrations grew 4% over that same period, according to Lincoln's analysis of IHS Automotive data.

Women buying and registering Lincoln MKC, the compact luxury SUV, contributed 9% to the brand's year-over-year SUV growth. New designs and an improved client experience have appealed to a growing number of women buyers, according to Lincoln.

Women buyers grew at more than 11 times the rate of the Lincoln brand in the last 10 years, which was twice that of the overall luxury segment. Registrations to women of the Lincoln MKC, which launched in spring 2014, increased 52% for the second half of 2015 over the same period in 2014, which represents 59% of overall Lincoln SUV growth last year.   Registrations of the 2016 Lincoln MKX to women buyers increased 48% over the same period in 2014.

Lincoln has also been looking to grow its fleet business since late 2015, when it rolled out an executive fleet pilot program with 50 dealers.

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