Lincoln Brand Perception Map

Old, Stodgy

Big, Boxy, Heavy

Expensive

Bland, BoringFord, Mercury, Continental, MKS

Livery, Town CarNothing, Don’t Know

Safe, ReliableBeautiful, Stylish

Powerful, PerformanceImproved Design

AmericanClassicSUV, Navigator

Classy, Luxury

Comfort

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Positive >< Negative Fewer Comments

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