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Power Profile: Lincoln MKC

Power Profile: Lincoln MKC

By Christian Wardlaw, June 06, 2016
Lincoln sells twice as many SUV models as it does car models. If you want a star-studded car, you can choose the MKZ or the MKS. Otherwise, the Lincoln lineup includes the MKC, MKX, MKT, and Navigator.

New for the 2015 model year, the Lincoln MKC is the smallest of the luxury crossovers in the automaker’s stable. It is based on the Ford Escape and is trimmed out to luxurious specifications, especially in Black Label format. For 2016, Lincoln drops the old MyLincoln Touch infotainment system in favor of its new Sync 3 technology, introduces new exterior and interior colors, and offers new standard and available features.

Apparently, the people who bought the MKC during its inaugural year really liked it. In the J.D. Power 2015 U.S. Automotive Performance, Execution and Layout (APEAL) Study,SM the MKC ranked fourth among 10 Compact Premium SUVs. If you’ve ever wondered who buys this small and upscale SUV, and what buyers like most about them, this Lincoln MKC Power Profile will provide some insights.

Who Buys the Lincoln MKC?
J.D. Power research data shows that, compared with the segment average, the ratio of male and female buyers between the Lincoln MKC and all Compact Premium SUVs is identical, at 56% male and 44% female. From there, demographics of MKC buyers diverge, skewing older and with lower incomes. The median age of a Lincoln MKC buyer is 63 years, compared with 57 for the segment, and they enjoy a median annual household income of $118,403 (vs. $159,390). Just 20% of MKC buyers identify themselves as Gen X (born 1965-1976) or Gen Y (1977-1994), compared with 33% of all Compact Premium SUV buyers.

Lincoln MKC buyers most frequently identify themselves as Practical Buyers, at 40% (vs. 24% for the segment), whereas 45% of Compact Premium SUV buyers identify themselves as Performance Buyers (vs. 26% of MKC buyers). Overwhelmingly, MKC buyers agree that they prefer to buy a vehicle from a U.S. company (84% vs. 31% for the segment).

Buyers of the MKC agree that they like a vehicle that stands out from the crowd more often than do Compact Premium SUV buyers (89% vs. 82%). Additionally, MKC buyers more often agree that they avoid vehicles they think have high maintenance costs (89% vs. 83%), and MKC buyers more often agree that their first consideration in choosing a vehicle is the mpg (60% vs. 53%).

What Do Owners Most Like about the MKC?
Based on the results of the 2015 U.S. APEAL Study, and according to the people who own one, the five most appealing attributes of the Lincoln MKC are (in descending order) exterior styling, interior design, driving dynamics, engine/transmission, and seats and safety/visibility in a tie.

Additional Research:

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