Ford Reshapes Lincoln Dealerships, Aims to Boost EV Sales
Ford has been streamlining its Lincoln dealerships in the U.S., with a significant reduction in numbers in 2023. The locations of the dealerships purchased by Ford following the buyout remain unknown. Despite this, Lincoln aims to maintain a strong presence in major luxury car markets.
Lincoln's dealer count has been declining steadily. In 2021, there were 685 Lincoln dealers in the U.S., which decreased to 637 in 2022. By the end of 2023, this number had fallen further to over 500. Ford's luxury unit has reduced its dealer count by over 100 in 2023 alone.
Sales of Lincoln vehicles have seen mixed results. While sales of the Aviator SUV and Corsair were down, the Navigator SUV saw an increase in 2023. Ford reported Lincoln brand sales of 81,818 vehicles in 2023, a 2% drop from the previous year.
Ford has been encouraging its Lincoln dealers to invest in electric vehicle (EV) sales. Around 60% of Lincoln dealers opted to sell EVs, with an investment of up to $900,000. Lincoln is now working with remaining dealers to determine their future needs.
Ford's buyouts and dealer count reduction are part of an effort to reshape its sales network. Despite the changes, Lincoln is committed to maintaining its presence in major luxury car markets. The brand's new president, Dianne Craig, is leading the effort to grow Lincoln into a global luxury brand and transition it towards electric vehicles.
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