Over the years, German luxury brands have been known for leading the markets and outperforming competitors. This has been the case until recent data has shown Lincoln outperforming brands like Audi, BMW, and Mercedes-Benz when it comes to residuals.
Lincoln, through new models and constant upgrades, has been upping their game year after year. Finally, it's starting to pay off. Here, we want to look at how this change happened and what it could mean for the future of the beloved Lincoln luxury brand.
What Are Residuals?
Residuals are found when the actual value is different from the predicted value. In this case, that difference has shown an increase in value for Lincoln in tremendous amounts. This proves that you are getting more, whether that is quality or some other benefit when choosing Lincoln over the competing German brands.
A Bit of History
All the way back in 1922, Ford bought Lincoln for eight million dollars. At the time, Cadillac was leading the markets, leaving little room for competition. Throughout the next decades, Ford invested more and more into Lincoln. This caused exponential growth, led by innovative design and intelligent marketing.
We are now seeing the benefits of choosing a luxury model form Lincoln start to outweigh models from Mercedes-Benz and Audi. With the improvements of models like the Lincoln Aviator and others, the luxury brand is known for impressive rides.
Lincoln Beating German Brands
While the implementation of new design and marketing tactics led residuals to take over the competition in 2018, this has been seen in a few different areas. In 2019, U.S. sales of Lincoln models grew by 8.3 percent. This can be directly connected to the residual growth showing consumers that there might be more value in a Lincoln than other luxury competitors.
Exciting News for Lincoln
To continue this growth, Lincoln knows that innovation and creativity need to lead the charge of development. That shows when looking at what is coming up from this luxury brand. The first exciting piece of news is the stunning Lincoln Nautilus. This impressive model fits in-between compact and larger SUVs, offering drivers the best of both worlds. With new engine options, you can expect a ride like none other when driving through Ashwaubenon.
If you are looking for a more compact option, Lincoln recently released the new Lincoln Corsair. This model offers enough room for the family while not being too cumbersome to get around downtown De Pere or Pulaski. While enjoying an ultra-comfortable interior, you can also experience modern technology and safety features. This, along with other exciting developments, are some things to look forward to from the Lincoln luxury brand.
Continuing this Residual Pattern
When we first saw Lincoln residuals take over the German competitors, it was due to an influx of exciting ideas. We do not see an end coming any time soon to that level of quality. When looking at these upcoming events and models, there is a good chance that consumers continue to find the exceeding value in a Lincoln.
Enjoying the Lincoln Luxury Brand
At our Green Bay dealership, we appreciate an excellent luxury ride. The new Lincoln models that we offer are some of the highest-quality vehicles you can find. Drivers from here to Howard have enjoyed the endless benefits that choosing a Lincoln has brought their daily commutes.
If you'd like to see the quality that puts Lincoln residuals over brands like Mercedes-Benz and Audi, visit our dealership and take one of these luxury models for a test drive. From choosing your perfect model to financing, we have you taken care of. Our staff can answer any questions you may have or simply let you enjoy your next Lincoln.