Car dealership salesman says one car is the hardest to sell as no one seems to buy them
- Lincoln is one of the most iconic car brands in the United States
- They are renowned and respected for their build quality and craftsmanship
- However, a car salesman claims it’s the one brand that doesn’t sell
Published on Mar 01, 2025 at 5:00 PM (UTC+4)
by Keelin McNamara
Last updated on Mar 07, 2025 at 4:09 PM (UTC+4)
Edited by
Kate Bain
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 just how much they struggle to sell.
And the reason might very well surprise you.
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Lincoln: a car fit for a king
Before we get into the reason why Lincolns are struggling to sell, it’s important to understand certain information about the company itself.
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.
The Continental was much sought after, owing to its European influence and design.
In fact, famed Hollywood actor Mickey Rooney took delivery of the first of the Continental cars, made in 1940.
Lincoln Nautilus just won’t sell
Over the decades, Lincoln has consistently endured as one of the premier brands in the US market.
So why doesn’t the brand sell?
A viral video recently released might just shed some light on that question.
A Nissan dealership, @puyallupnissan on TikTok, released a video of a new Lincoln Nautilus on their lot.
The Nautilus was the company’s answer to the mid-range, crossover market in the US
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
@puyallupnissan #lincolnnautilus #nissanrogue ♬ original sound – Puyallup Nissan
The salesman showed his viewers around a Nautilus, with just 1,600 miles on the clock.
It had a lovely display, as well as a plush interior.
The salesman then explained that if a car didn’t sell after 45 days they discounted it down to wholesale, knocking roughly 30 percent off the original asking price.
He then revealed the original sales sticker – the vehicle was $66,000.
That meant that the dealership would lose almost $20,000 selling at wholesale.
Why won’t people buy Lincolns?
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,” another added.
Humor aside, the comments weren’t wrong – in fact, there’s data to back them up.
Data shows that the average Lincoln buyer is somewhere around 60 years old.
While there’s nothing wrong with that, it means there’s a huge market segment the brand is missing out on.
If Lincoln can start appealing to the younger market, then the carmaker should be well-placed to take its place at the top of the sales charts again.
Keelin McNamara is a content writer at Supercar Blondie from Ireland, covering cars, technology, and lifestyle. Despite being a Law graduate, he discovered his passion for journalism during the COVID-19 pandemic, and has worked in the industry ever since. Outside of work, he is an avid MotoGP fan, and is a self-confessed addict of the sport.
