Continental Helps Lincoln Gain Sales Momentum

Los Angeles area operators Brandan and Ron Stein and Star Ford Lincoln livery sales manager Vinnie De La Pena demonstrate the enthusiasm that has greeted the 2017 Lincoln Continental's entry into the limousine industry. The Steins picked up their first Continental on Sept. 15, 2016 at the Star Ford Lincoln dealership in Glendale (LCT file photo)

DEARBORN, Mich. — Lincoln quietly notched another strong month in September as it remains in good shape to post a rare third consecutive year of sales increases.

Lincoln's total sales were only up 1.3%, but its retail sales increased 8% last month, which is even more impressive when considering management believes the premium segment declined about 2% to 3% in September.

The MKX continues to be a runaway success story for the brand, with its sales up nearly 50% year to date. It was also the first month of deliveries for Ford's flagship Lincoln Continental. The all-new Continental posted sales of 775 units and units were being driven off dealership lots within just six days.

"They [dealers] couldn't be more delighted with the launch to date, and not just the reception of the Continental, but some of the other Lincolns that have brought new customers into the Lincoln showroom. And they're selling MKZs and MKXs off of that traffic," said Mark LaNeve, vice president of U.S. marketing, sales and service, on the sales conference call.

Towne Livery's commerical sales manager David Bastian has promoted the new Lincoln-Continental through videos, ride'n drives, and an official unveiling. Like other industry vehicle dealers, he can't fill the orders for it from limo operators fast enough. (LCT file photo)

While September won't go down as one of Ford's most thrilling sales months, the rising average transaction prices, sales increases for Lincoln, and positive receptions to the all-new Super Duty and Continental are certainly developments for investors to be happy about. One of the most important things for investors to watch through the rest of 2016 are rising incentive levels, and whether or not major automakers can tone down incentive spending as the market plateaus.

Overall, Ford Motor Company (NYSE: F) trailed the automotive industry in September sales, with total sales dropping 8%, down to 204,447 units, compared to the prior year. A large part of the decline was due to a 21% decline in fleet sales, but Ford's retail sales were also off 4%. The industry's total light-vehicle sales dropped 0.7% in September, but are still clinging to a year-to-date increase of 0.3% compared to the same time frame in 2015. While it wasn't a strong month for Ford in terms of total sales, there were some bright spots in the data.

Source: Madison.com