Great for Lincoln.  Now how should Cadillac respond?

So only 34% of Navigator buyers are from Lincoln owners.  Seems like a lot of Lincoln owners are leaving for other brands then.

12 minutes ago, smk4565 said:

So only 34% of Navigator buyers are from Lincoln owners.  Seems like a lot of Lincoln owners are leaving for other brands then.

Or the are getting conquest buyers, far more likely given the increased sales. 

I like that two tone interior, but those exterior color choices are bland..I like the other color choices they have across the range, like the blues, reds, and silver green. 

2 hours ago, smk4565 said:

So only 34% of Navigator buyers are from Lincoln owners.  Seems like a lot of Lincoln owners are leaving for other brands then.

That's not how it works. That's not how any of this works.

Lincoln could have a 100% retention rate and Navigator could still only have a 34% retention rate if there is a huge influx of new to the brand buyers. An MKC buyer who gets a Corsair doesn't count towards Navigator retention.

3 hours ago, smk4565 said:

So only 34% of Navigator buyers are from Lincoln owners.  Seems like a lot of Lincoln owners are leaving for other brands then.

If people are upgrading every 3 years for badge snobs, then the sales of Lincoln Navigator this year are people who bought in 2016.

Lincoln sold 10,421 Navigators in 2016 and sold 17,839 Navigators in 2018. So why would they not retain the bulk of their existing customers as they add customers from other brands as conquest sales.

http://carsalesbase.com/us-car-sales-data/lincoln/lincoln-navigator/

It would seem Lincoln has retained a high level of existing customers as they also conquest other brands. Considering how bad the Germans have been tarnished over Diesel gate and the amount of German auto's piling up on dealership lots, I suspect Conquest is heavy on the Germans.

In regards to these models, Love the two tone brown / Black Interior. Looks very much Luxury and the monochromatic colors are awesome, just wish they had a few more colors.

Saw a 20 year old Navigator this afternoon in this Monocromatic style--black, with stock rims painted black, grille blacked out.. someone was ahead of the curve...;)

2 hours ago, Drew Dowdell said:

That's not how it works. That's not how any of this works.

Lincoln could have a 100% retention rate and Navigator could still only have a 34% retention rate if there is a huge influx of new to the brand buyers. An MKC buyer who gets a Corsair doesn't count towards Navigator retention.

And yet Navigator sales were down 13% in Q2, and down 3% for the year, and that is without facing the new GLS yet, just the X7 is doing that to them.   The Navigator has a bigger drop in sales last quarter than the MKZ, and lower volume too (granted way different prices).   So there is no huge influx of new buyers.

4 hours ago, surreal1272 said:

Love how you try to flip the number to bash yet another domestic brand. Meanwhile 66% of their buyers are coming from elsewhere like your local Mercedes, BMW, or Cadillac dealership. 

According to Car Max data, Lincoln is #19 in brand loyalty there, vs Lexus #1, Mercedes #2 and Cadillac #4.

Edmunds did a report on brand retention for 2018, among luxury brands Lexus was #1, Cadillac #7, Lincoln #9, Volvo, Jaguar, Infiniti were the bottom 3.   I don't know if 9th out of 12 is something to write home about.

That interior is simply GREAT.  And I appreciate the monochrome package.

I LOVE the Silver Spruce color Ford has out now, however.

2 hours ago, smk4565 said:

According to Car Max data, Lincoln is #19 in brand loyalty there, vs Lexus #1, Mercedes #2 and Cadillac #4.

Edmunds did a report on brand retention for 2018, among luxury brands Lexus was #1, Cadillac #7, Lincoln #9, Volvo, Jaguar, Infiniti were the bottom 3.   I don't know if 9th out of 12 is something to write home about.

You literally missed the point to try and flip the narrative. Fact, 66% of Lincoln sales have come from NEW buyers which, last time I checked, was a good thing. 

Your screen grab from CARMAX means absolutely nothing. That’s just for CARMAX and nothing else. You have to be pretty desperate to reference that for anything. Referencing Edmonds is also spotty at best because their rankings are over the map from year to year. I did read that for 2018, not one Mercedes model occupied the best of any thing while even Cadillac snagged one (for the Escalade). 

https://www.edmunds.com/industry/press/toyota-and-porsche-take-home-brand-level-honors-in-the-edmunds-2018-best-retained-value-awards.html

Actually as an enthusiast I am actually starting to feel good about Ford again. New Bronco...Lincoln lineup looks fantastic. Mustang and trucks are everything they should be...transit is a good product. I think Ford discovered its voice in a way that it hasn't had for 40 or 45 years. 

They earned every conquest sale they got IMHO.

1 hour ago, surreal1272 said:

You literally missed the point to try and flip the narrative. Fact, 66% of Lincoln sales have come from NEW buyers which, last time I checked, was a good thing. 

 

Your screen grab from CARMAX means absolutely nothing. That’s just for CARMAX and nothing else. You have to be pretty desperate to reference that for anything. Referencing Edmonds is also spotty at best because their rankings are over the map from year to year. I did read that for 2018, not one Mercedes model occupied the best of any thing while even Cadillac snagged one (for the Escalade). 

https://www.edmunds.com/industry/press/toyota-and-porsche-take-home-brand-level-honors-in-the-edmunds-2018-best-retained-value-awards.html

And of those new buyers about 25% will buy another Navigator and the rest will be one and done and go elsewhere.  Attracting new buyers is only good if you retain your base too.  

Lincoln has done a good job the past couple years, going to real names, stepping up the interiors, rear drive platform Aviator,  ecoboost engines, etc.   5 years ago I didn't think they'd still be around past 2020, so it is a nice resurgence they have had, but they still have a long way to go.  

I think if it came in Silver with the blackout package- That would be enough to get me over to the Dark side. 🙂 

Besides the Caddy, there is simply no other brand that touches the style of the Navi...it’s a good looking SUV.

6 hours ago, smk4565 said:

water sprayed over it and the back of the vehicle leaving a washer fluid trail running down the bumper.

Have you seen those reverse camera washers and how they work?  That's not the way.

11 hours ago, A Horse With No Name said:

They earned every conquest sale they got IMHO

Don't forget they are selling the EcoSport. 

11 hours ago, smk4565 said:

That stuff wasn't standard before?  

That stuff isn't standard on a GLS. 

4 hours ago, ocnblu said:

Have you seen those reverse camera washers and how they work?  That's not the way.

Would be a nice-to-have..my reverse camera gets gunked over in inclement weather.

21 minutes ago, ccap41 said:

Don't forget they are selling the EcoSport. 

 

I didn't say every product was fantastic....but they are getting back on track....!

8 minutes ago, A Horse With No Name said:

I didn't say every product was fantastic....but they are getting back on track....!

 

Lincoln is improving over its old self far better than Ford is. 

21 minutes ago, Drew Dowdell said:

Lincoln is improving over its old self far better than Ford is. 

No more One Ford to get in Lincoln's way these days.