Punchline: residual values for Lincoln after 36 months are higher than BMW, on a percent of new value basis.
To me it’s fake news because at 36 months a BMW still costs more than a Lincoln for comparable models.
The article mentions Lincoln avoiding certain lease and rental sales. So it’s less of a brand improvement story, than it is a customer targeting story. Lincoln is doing something they should have already done.
https://www.autonews.com/sales/linco...benz-residuals