You’re rich, hot, single and on the prowl -- in a Lincoln.
That’s right: A Lincoln, baby!
Apparently, sleek product redesign and TV spots featuring handsome movie star Matthew McConaughey are resonating among some wealthy singletons.
LUXY, a new dating app, has compiled and ranked its 25,000 users’ top luxury auto brand preferences. It drew the data from what its users identified as their preferred brands on their dating profiles. LUXY described its members as mostly wealthy single folks. But it did not provide an age demographic for its members. More on that later.
Not for families
Most of those brands in the top five are predictable. For example, No. 1 is Tesla.
Tesla doesn’t try to be a family car, so of course it appeals to the single crowd. And with Tesla vehicles starting above $100,000, it’s safe to assume rich people buy them and flaunt them.
In fact, 80 percent of Tesla owners are men and 80 percent earn over $100,000 per year, according to Edmunds.com. Also, some big-name celebrities drive Tesla vehicles, giving the brand more panache.
In second place was Mercedes-Benz, followed by Ferrari. Again, I read that with smug disinterest. Both are fancy and pricey vehicles fit for a wealthy playboy or playgirl not worried about paying for the kids’ extracurricular sporting activities.
But stop the presses at No. 4: Lincoln.
Unbelievably, Lincoln topped Porsche, the No. 5 favorite. Lincoln also topped Lexus, Audi and BMW.
Listen, I admit recent Lincoln redesign is a vast improvement over some of the duds it put out in the past. But I cannot reconcile its lingering image with the thought of someone thinking, “I’m a rich, sexy beast,” pause here, “so, naturally, I’ll buy a Lincoln.”
It may be that the folks who identified Lincoln as their ride are all wealthy and newly single -- because their spouse of 50 years recently died. After all, there’s undoubtedly a dating scene for millionaires in their 70s.
Still, even LUXY seemed surprised by its finding. Its press release stated, “While more obvious brands were placed in the top five, such as Mercedes-Benz, Ferrari and Porsche, there were some surprises.”
Uh, that’s a diplomatic way of putting it.
LUXY went on to name Lincoln as one of those surprises, saying: “Known for catering to older drivers seeking comfort, safety and luxury, it seems that Matthew McConaughey’s ad campaign might be paying off after all, even with all the Internet parodies surrounding the campaign.”
Indeed, in October, sales of Lincoln vehicles surged 25 percent from a year earlier, according to the Automotive News Data Center. In the first 10 months of this year, sales are up 15 percent to 76,671 vehicles.
That gain so far this year tops the sales increases at Tesla (8 percent), Mercedes-Benz (also 8 percent), Ferrari (2 percent) and Porsche (11 percent).
Granted, Lincoln is a more mass market brand than the niche space occupied by Tesla, Porsche and Ferrari. And while Porsche, Mercedes and Ferrari are building on strong year-earlier sales, Lincoln is rebounding from dismal year-earlier levels.
Still, Lincoln’s sales improvement this year is impressive.
So if LUXY’s data is accurate and reflective of a larger trend developing, then this is definitely not your grandfather’s Lincoln anymore.