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Volvo & Lincoln Perceived As Undesirable In Car Leasing Market

In a nationwide survey to more than 3,000 leasing drivers, only 12.5% of respondents feel Lincoln is very desirable, while 9% feel the same way toward Volvo according to data compiled by Swapalease.com. Participants were asked to rank their perceptions of certain luxury-type brands including Jaguar, Land Rover, Porsche, Infiniti, Lincoln and Volvo. Porsche scored the highest, with 39.8% of participants saying the brand is very desirable.

  • When asked which brands are less popular today than ten years ago, 45.4% mentioned Lincoln while 43.4% mentioned Volvo, the two highest-rated brands for the category. Conversely, just 16.1% indicated Porsche, while 19.5% mentioned Infiniti as more unpopular compared with ten years ago.
  • When asked which specific reasons define the differences between the brands of today compared with ten years ago, the majority of participants said Jaguar, Land Rover and Porsche all suffer from expensive pricing today. For Lincoln and Volvo, the majority of people indicated they suffer from a general sense of being off the radar.
  • In comparison to other car brands, 68.1% of participants said Toyota is more in the forefront of car leasing today, and 51.3% mentioned Ford. When asked to identify specific characteristics that define car brands today, participants mentioned exciting designs with Ford and Buick; effective advertising for GMC; and good value for Toyota, Chevrolet, Chrysler and Jeep/Dodge.

“Volvo has a perceived lack of identity in the leasing market, which is one reason why its sales have also been subpar lately,” said Scot Hall, Executive Vice President of Swapalease.com. “Lincoln is in need of driving a new lease strategy to mirror the exciting designs it has recently introduced and previewed.”

Headquartered in Cincinnati, Ohio, Swapalease.com is the world’s largest automotive lease marketplace and the pioneer in facilitating lease transfers online. More specifically Swapalease.com matches individuals who want to get out of their lease with people who are looking for short-term lease agreements. Prospective buyers can search the listings for the exact vehicle they want, and then register for a nominal fee, allowing them to use Swapalease.com’s safe online system to contact the prospective seller and close the deal.

Views: 28

Tags: automotive, cars, new, swapalease, used

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