In a troublesome yr for a lot of the business, Lincoln is gaining market share quicker than most of its rivals. However it’s additionally promoting the business’s least-reliable automobiles, in accordance with a brand new survey that indicators the posh model might have bother holding these new clients coming again.

Via a mixture of fortuitous product timing and the foresight to put money into distant buyer experiences forward of the coronavirus pandemic, Lincoln is tied with Tesla for this yr’s largest share positive factors amongst luxurious manufacturers, in accordance with inside firm information. Lincoln’s share has risen eight-tenths of a proportion level to five.5 %.

On the similar time, Lincoln ranked final within the newest installment of Shopper Stories‘ annual reliability research, out final week. Its common reliability rating was simply 8 out of 100 — 21 factors under Tesla, which was second to final. (See story, Web page 21.)

Lincoln was “dragged down” by its crossover-focused lineup, together with the brand new Aviator and Corsair, the journal stated. However the model is counting on those self same automobiles to proceed growing its market share and gross sales because it phases out its final U.S. sedan, the Continental.

“We will look to put money into progress segments,” Pleasure Falotico, Lincoln’s president, instructed Automotive Information. “We expect we have made the appropriate alternative there.”

The gross sales numbers bear it out, officers say. Lincoln recorded its greatest world October gross sales in 34 years with a 27 % acquire, Falotico stated. The efficiency was pushed largely by China, the place the model has posted 5 consecutive month-over-month will increase.

Lincoln’s U.S. gross sales rose 2.8 % in October, and although they have been down 5.6 % within the first 9 months of the yr, that is much better than the 18 % decline for the business total. Lincoln entered the pandemic with a brand new Aviator and a redesigned Corsair that largely saved it afloat. “All of it begins with the product,” stated Falotico, who spoke with Automotive Information earlier than the Shopper Stories survey was launched. “I believe we have been actually lucky to have these two automobiles within the lineup.”

Lincoln stated it was taking “further steps to additional enhance high quality” and famous a J.D. Energy research that ranked Ford Motor Co. third total for car dependability. “Some early points with the brand new Aviator at launch clearly impacted our efficiency within the CR research,” Lincoln stated in a press release, “however we proceed to work relentlessly to deal with consumer issues and have taken actions to enhance the standard.”

Apart from the recent product, executives say Lincoln was capable of dodge the worst enterprise results of the pandemic as a result of it had carried out distant customer support experiences that different manufacturers had to determine on the fly.

Lincoln introduced in 2016 that it might supply pickup and supply of all fashions, and executives say the variety of occasions clients have used the service has grown 50 % yr over yr since. As of Nov. 1, the model accomplished greater than 200,000 pickups or deliveries this yr, together with roughly 23,000 in October.

“It is a service our shoppers really worth and one our collective crew actually leaned on — and continues to lean on — this yr,” Michael Sprague, Lincoln’s North America director, stated final week.

Additionally, early this yr, the model was piloting a distant gross sales expertise by means of AutoFi, slowly rolling it out in focused markets. Lincoln pivoted when the pandemic struck.

“We went in a short time from phased launch to full launch throughout the nation,” Falotico stated.

Regardless of the successes, there’s trigger for concern. The model has struggled with fashions such because the Nautilus midsize crossover, which sits within the largest luxurious phase. The car was redesigned two years in the past, however gross sales have fallen 31 % thus far this yr.

Lincoln final week introduced a freshening centered on the inside that executives hope will pull clients again. The Nautilus competes in opposition to automobiles such because the Cadillac XT5, Lexus RX, BMW X5 and Audi Q5. Regardless of the fanfare for newer merchandise, executives say the Nautilus stays related. “It is actually vital to our lineup being within the coronary heart of the busiest phase,” Falotico stated. “Corsair is roughly 10 inches shorter and Aviator is roughly 10 inches greater. It clearly has an area of its personal for Lincoln. We’ll proceed to maintain it recent.”