Ford Motor Co.’s (NYSE: F) Lincoln brand suffered a setback in March as sales dropped 1.4% to 9,554. The new flagship Continental had sales of only 963. The car was not for sale in March of last year.
Lincoln sales for the first three months of the year were up 8.7% to 27,083. Continental sales were 3,209, and the car was not for sale during the first three months of 2016.
The figures were particularly poor in light of Continental’s competition. The new Cadillac flagship CT6 sold 968 units in March, BMW sold 3,161 units of its 5 Series, Mercedes sold 4,690 of its E-Class/CLS line (which includes a sedan, coupe and crossover) and Audi sold 1,576 of its A6 model.
The “all new” Lincoln Continental has been presented as a major cornerstone of a turnaround of the Lincoln Motor Company by president Kumar Galhotra. Instead, in the United States, it is one of the slowest selling cars in its category.