Lincoln is a dying brand and not sure why its even considered a luxury brand. Looks like it will continue to plummet further in the rankings until its off the charts (or out of business). Fancy leather seats are not the key to a trustworthy, reliable luxury marque.
From Ford Authority:
The J.D. Power Automotive Brand Loyalty Study, which is now in its third year of operation, is based on data compiled from new car sales, and is focused on the buyers who stuck with the same brand when trading in or purchasing their latest vehicle. Loyalty rankings stem from the percentage of owners who opted to remain with the same manufacturer. As previously mentioned, Lincoln ranked 10th among premium brands dropping down one spot from last year. That disappointing performance was due to a one percent decrease in the ratio of Lincoln owners who remained loyal to the brand, down from 37 percent in 2020. By contrast, Lincoln’s cross-town rival Cadillac switched spots with Ford’s luxury division by retaining 37.8 percent of its customers, up from 33.8 percent the year prior.