Your logic is flawed. Percentages lie and Lincolns is lying straight to your face. Because they have a lower sales volume YoY than rivals smaller incremental gains translate into much larger percentage gains, where as rivals have to post a much higher number to gain significantly.
If you sell 10 cars in one year and sell 1 more car the following year that is a 10% gain YoY
If you sold 100 cars per year you would need to sell 10 cars to achieve the same percentage growth YoY.
This is participation ribbon, everyone gets hugs me too culture. Luxury is exclusive and above all not cheap, what is cheap luxury? Vaporware, better yet a marketing strategy it doesn;t exist, and if someone says it does they're lying to you. If you believe them, well that's a different story