Sales per Model - Lincoln MKZ Forum
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post #1 of 7 (permalink) Old 03-03-2014, 01:06 PM Thread Starter
zep
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Sales per Model

Lincoln is always ragged on for their sub par sales volume vs the rest of the luxury segment. So I thought we could have a peek at sales volumes by a metric that paints Lincoln in a more favorable light...

Lincoln only retails 5 models as of right now. When you consider that that Cadillac has 9 or Mercedes has 18 and you should be able to see where this is going....

February 2014 average sales/model:

Infiniti: 9,729/9 models = 1,081 sales per model.

Lincoln: 6,661/5 models = 1,332 sales per model

Cadillac: 13,437/9 models = 1,493 sales per model.



And now to compare 2013 sales/model with Audi, BMW and Mercedes:


Lincoln: 81,694/5 = 16,338 average units per model

Mercedes: 334,344/18 = 18,574 average units per model

BMW: 309,280/16 = 19,330 average units per model

Audi: 158,061/15 = 10,537 average units per model


The big caveat to this is profit margin. Margin multiplied by volume equals profit, and Lincoln still has a long way to go in terms of goosing their transaction prices upwards. But I still find this information encouraging. And considering Lincoln makes use of mainstream Ford facilities it keeps overhead low. I'm quite confident this is the exact reason Lincoln is still with us today..
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post #2 of 7 (permalink) Old 03-03-2014, 03:38 PM
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interesting

never looked at it from a sales per model statistic

does this just go to show that having more models is a good thing?



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post #3 of 7 (permalink) Old 03-03-2014, 04:47 PM
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Doesn't look that good for Audi comparing to BMW and Mercedes.
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post #4 of 7 (permalink) Old 03-04-2014, 03:20 PM Thread Starter
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Originally Posted by golfball View Post
interesting

never looked at it from a sales per model statistic

does this just go to show that having more models is a good thing?
well to a degree. You also have to consider that adding models adds overhead. Lincoln is lucky because its able to produce most of its vehicles low cost alongside a mainstream ford model.

I do agree that Lincoln needs more models, but not THAT many more. I'd like to see them add in a SUV between the MKX and the Navigator, something based on the Ford Explorer perhaps, a smaller sedan or hatch below the MKZ and most definitely a coupe based on mustang
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post #5 of 7 (permalink) Old 03-04-2014, 05:35 PM
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Originally Posted by Doburden View Post
Doesn't look that good for Audi comparing to BMW and Mercedes.
thats what I noticed, I thought they moved more than that. But it sort of makes sense as BMW and MB have always been the top luxury brand for a while especially when it comes to german brands



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post #6 of 7 (permalink) Old 03-05-2014, 01:19 PM
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yea i didnt realize how far behind audi is when you compare them like this.



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post #7 of 7 (permalink) Old 03-05-2014, 03:01 PM
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Same here.
I guess depending where you live it may seem like they're doing very well or horrible.



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