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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. 2016 Lincoln MKX
Girl Power
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 wom...