Car dealership salesman says one car is the hardest to sell as no one seems to buy them

As far as cars in the United States go, Lincolns are among the most recognizable.

Serving as the luxury division of Ford Motor Company, the brand is known for offering some of the best high-end vehicles on the US market.
However, a viral video from a car dealer has revealed how much they struggle to sell.

And the reason might very well surprise you.

Lincoln: a car fit for a king

Lincoln was established in 1917 by father and son, Henry and Wilfred Leland.

In 1922, the company was sold to the Ford Motor Company for $8 million – which is worth around $150,000,000 today.

In 1939, the brand produced what would become one of its flagship models – the Continental.

(Jeremy/Wikimedia Commons)

In fact, famed Hollywood actor Mickey Rooney took delivery of the first of Continental cars, made in 1940.

Lincoln Nautilus just won’t sell

A viral video recently released might just shed some light on that question – as well as the answer.

A Nissan dealership, @puyallupnissan on TikTok, released a video of a new Lincoln Nautilus on their lot.

The Nautilus is the company’s answer to the mid-range, crossover market in the US.

And it’s a very good looking car, too.

“Let me show you the hardest brand for us to sell. There’s nothing wrong with this brand. They just seem to never sell,” the salesman said.
The salesman shows us around a Nautilus, with just 1,600 miles on the clock.

It has a lovely display, as well as a plush interior.

The salesman then explains that if a car doesn’t sell after 45 days they discount it down to wholesale, knocking roughly 30% off the original asking price.

He then reveals the original sales sticker – the vehicle was $66,000.
That means that the dealership would lose almost $20,000 selling at wholesale.

Why won’t people buy Lincolns?

As promised, it might not be the reason you think.

Unlike a lot of other cases, the cars are actually very well respected for being well made.

In fact, they’re pretty routinely rated highly for their craftsmanship.
But the comments on the video may have just blown the mystery wide open.

“You have to be 75+ years old to legally purchase that Lincoln,” one user joked,
“Because Lincolns are for old folk, at least that’s how my generation looks at them, haha, ” another commenter added,
Humor aside, the comments aren’t wrong – in fact, the numbers back them up.

Data shows that the average Lincoln buyer is somewhere around 60 years old.

While there’s nothing wrong with that, it also means that there’s a huge market segment that the brand is clearly missing.

It appears to be the case that, if Lincoln can start appealing to the younger market, then they should be well-placed to take their place at the top of the sales charts again.

Ref: Car dealership salesman says one car is the hardest to sell as no one seems to buy them

Photo Credit- Jeremy/ Wikimedia Commons