When I was a young sales consultant at Sioux Falls Ford, I observed how many women tended to their entire families. From children to checkbooks, I met many women who cared for both.
“I’m the household accountant,” one lady told me as were were test driving a sedan she was considering for her family.
I remember one gentleman, although quite satisfied with a pre-owned crossover on the lot, told me since it was “going to be hers,” it ultimately was not his decision.
It seems my observation then is still true today. A recent NPR report shows women influence more than 85 percent of major automotive purchases. The New York Times reported women were responsible for 85 percent of luxury product sales in 2015.
The combination of these trends has spelled excellent opportunity for Lincoln, especially in the SUV department. Female buyers increased more than 11 times the rate of the Lincoln brand in the last 10 years – twice that of the overall luxury segment. A recent analysis by IHS Automotive indicates Lincoln registrations among women have increased 45 percent in the last decade alone.
The IHS data also shows female registrations of the Lincoln MKC, which debuted spring 2014, were up 52 percent for the second half of 2015, versus the same period in 2014. This represents 59 percent of Lincoln SUV growth overall last year. Similarly, 2016 Lincoln MKX registrations to women in December 2015 increased 48 percent over the same period in 2014.
The surge of SUV growth among females is attributed to their increased earning power. According to the U.S. Census Bureau, more than 9 percent of women hold master’s degrees; less than 8 percent of men have master’s degrees by contrast. Furthermore, a Forbes article from early 2015 states global incomes of women are expected to reach 18 trillion by 2018.
“Women are achieving new levels of prominence in their professional and personal domains,” said Sheryl Connelly, Ford Motor Company Global Consumer Trends and Futuring Manager
Connelly believes women will continue to be a major force when it comes to Lincoln.
“It’s no surprise that as women reap the rewards of their success, they have increasing influence in shaping the luxury market landscape,” she said.
While I’m certain Matthew Mcconaughey has helped, there are other subtle but powerful features attracting females to Lincoln. The 2016 Lincoln MKX features a center console bridge, creating a safe place for a purse. Perfect Position Seats, available in the 2017 Lincoln Continental, feature head restraints that adjust four different ways for greater comfort. The head restraint moves so women can better accommodate their hair, say if they have it in a high ponytail, or happen to be wearing a hat.
Danielle and I go back and forth, particularly with my Ford Fusion Titanium. Although she likes my car, she does prefer the MKZ. Interestingly enough, our lives very much follow these recent trends. For example, Danielle’s law school graduation far surpasses my education, as does her earning power. It’s no surprise my girl desires a Lincoln like many other successful women.
It’s also no surprise that she would still be smarter than me, no matter my level of education.
*Carl Anthony is Managing Editor of Automoblog and resides in Detroit, Michigan.