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Lincoln limiting fleets to maintain exclusivity

Lincoln limiting fleets to maintain exclusivity

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All brands like to protect their image and their value. Luxury brands go to almost any length to do the same. Lincoln isn’t above this as it has announced it is limiting fleet sales to help maintain resale values of its vehicles.

The company will reduce sales to rental firms and to companies for use as company cars in the hope it will help preserve resale values. As the lifetime of a rental car is usually a maximum of 12 months for quality rental companies, it usually means a bunch of year old cars hitting the used market regularly. This steady supply helps keep resale values low. Something Lincoln and current Lincoln owners do not want.

"What happens is (fleet) cars come back in six to 12 months. That's problematic on our residual values because that's when all the depreciation occurs. The longer they stay out, the better," Robert Parker, Lincoln's director of marketing, sales and service, said.

Lincoln is paving the way for its new releases later this year. The 2019 Lincoln Nautilus and refreshed 2019 MKC are both seen as future stars for the brand and will accompany the recently redesigned Navigator as headliners. In the meantime, and after, Lincoln is going to do everything it can to preserve values. If a car’s resale value remains high, so does people’s interest in buying it.

2019 Lincoln Nautilus
The 2019 Lincoln Nautilus is replacing the MKX and hopes to build on our increasing appetite for SUVs. It is a midsize, two row crossover SUV based on the Ford Edge but takes things over the edge.

The design is similar to the Navigator just on a smaller scale. The rounded front with Lincoln grille, nice light design with LED light bar and high ride height. It is an imposing design but not overly so as there are lots of rounded edges and friendly aspects to the shape.

The inside is exactly as you might imagine. Sumptuously upholstered, finished to the highest standards and very comfortable indeed. The front seats are almost infinitely adjustable while the second row folds flat for convenience.

There is a lot of safety tech in the 2019 Lincoln Nautilus, including adaptive cruise control with stop and go functionality and a lane-centring system, evasive steering assist, blind-spot monitoring, forward collision warning with automatic emergency braking and pedestrian detection, active park assist, and lane-departure warning with lane-keeping assist. We don’t yet know what tech is standard or optional on what model yet but it will all be available.

The 2019 Lincoln Nautilus is going to be very successful for the company as it delivers on all those sweet spots we like. Looks, comfort, power and control. Look for it later this year at Northway Ford Lincoln, 388 King George Road Brantford ON N3S 3N2!

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