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New-look Lincoln Scoring with Consumers

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Thu, 03/01/2013 - 22:50
Ted Marzilli

Ford’s overhaul in the US of their Lincoln brand since early December has helped push the brand’s consumer impression close to the same levels as its luxury rivals among car buyers who will make an auto purchase in the next 12 months.

Reintroducing the brand with full page “Hello Again” newspaper ads, a series of five TV spots, and a deal with talk show host Jimmy Fallon to get his 7.3 million Twitter followers to provide Super Bowl ad ideas, Lincoln has seen its impression levels quintuple since early last November.

Two other indicators show early promise for Lincoln:

  • The amount of U.S. near-term car buyers who say that have seen recent Lincoln advertising has increased from 12% when the campaign premiered in early December to 18% now, marginally closing the gap between itself and the luxury sector’s 22% average.
  • Lincoln has gone from being considered by a very small percentage of near-term car buyers at the end of November to right in the thick of it with other luxury brands by the end of December.

Lincoln was measured with YouGov BrandIndex’s Impression score, which asks "Do you have a general positive ( or negative) feeling about the brand?" All results are for U.S. adults 18+ who plan to make their next auto purchase within the next 12 months.

Impression Scores: Lincoln, Luxury Auto Sector
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