Lincoln launched a pilot program for its own subscription service through Ford's Canvas earlier this year in the Los Angeles and the San Francisco areas. Unlike other programs that offer new vehicles, Lincoln's program offered off-lease vehicles that ranged from 2015 to 2017 model years. This allowed Lincoln to offer lower prices than competitors - prices ranged from $500 to $950 plus variable pricing on the amount of miles per month. Perhaps unsurprisingly, Lincoln's subscription service isn't doing so hot.
“I’ve been surprised how few people are genuinely interested in that type of ownership. If you had asked me a year ago, I would have said this is the next big thing. A lot of people are struggling to make the math work,” said Lincoln’s director of marketing, sales and service, Robert Parker.
Parker explained that most of the customers who signed up needed a vehicle for a short time like searching for a new vehicle or needing something to get them around while their car was in the shop.
“The amount of people coming out after one or two months is very high. It’s just kind of an interim process,” said Parker.
Lincoln is going to be making some changes to their program, although it is unclear what those might be. Parker threw out the suggestion of involving Lincoln dealers in the service, along with expanding vehicle ability.
Source: Automotive News (Subscription Required)