Paradigm Shift? Lincoln Tops The Germans In Residual Rates

Lincoln Motor Co.'s residual values have surpassed those of the three biggest German luxury makes, a significant milestone born from a patient, consistent product strategy and an injection of analytics into sales and marketing operations.

According to figures from Cox Automotive, Lincoln's residual values at 36 months topped those of BMW, Audi and Mercedes-Benz in January. Since 2018, Lincoln's residuals have consistently beaten BMW — the nation's top-selling luxury brand — and often have exceeded or been in line with Audi and Mercedes. The trend, which coincided with the brand adding more crossovers to its lineup, is likely to continue, given last week's news that Lincoln is discontinuing the MKZ sedan and co-developing a luxury electric vehicle with startup Rivian.

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skytop - 2/3/2020 3:41:14 PM

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Meanwhile, Ford stock shares languish at $8.

malba2367 - 2/3/2020 4:22:52 PM

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This is because the only models they really sell in volume are SUVs which are holding value much better right now.

skytop - 2/3/2020 8:59:12 PM

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How about the trucks? Truck production is the most profitable sector of the automobile biz and then comes SUV's. Ford sold 896,000 trucks in 2019. Mercury sold 31,610 Lincoln MKX/Nautilus units in 2019.
Ford's total vehicle sales in 2019 was 2,406,188.

carloslassiter - 2/4/2020 7:40:39 PM

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It's the Matthew McConaughey effect - that guy is money no matter how stupid those ads seem to regular people.

MDarringer - 2/4/2020 8:57:06 PM

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Lincoln has also put massive effort into customer satisfaction even among CPO and that is paying off too.