The car brand with three vertical rectangles as its logo is Lincoln, the American luxury division of Ford. While available in the UAE through Al Tayer Motors, its market presence is limited compared to dominant luxury brands like Lexus, Mercedes-Benz, and BMW, which are better suited to GCC specifications and the local climate. A 3-year total cost of ownership (TCO) analysis for a model like the Lincoln Nautilus, compared to a Lexus RX, reveals significant cost differences for UAE owners, primarily due to higher depreciation and parts availability.
| Cost Factor | Lincoln Nautilus (2023 GCC Spec) | Lexus RX 350 (2023 GCC Spec) |
|---|
| Avg. Depreciation (Year 1) | 35% (Approx. AED 105,000 on AED 300k MSRP) | 25% (Approx. AED 112,500 on AED 450k MSRP) |
| Annual Maintenance Cost | AED 5,500 - 7,000 | AED 4,000 - 5,500 |
| Insurance Premium (Annual) | ~3.5% of vehicle value | ~3% of vehicle value |
- Fuel economy: Both models average around 9-10 km/l in mixed Dubai-Abu Dhabi highway and city traffic using Special 95.
- Major service cost: A 60,000 km service for the Lincoln can cost 15-20% more than for the Lexus at an authorized center.
The higher depreciation is evident in used car listings on platforms like Dubizzle, where a 2021 Lincoln Navigator loses about 50% of its value, while a similar-year Toyota Land Cruiser retains nearly 70%. Data from the RTA Dubai’s vehicle registration reports and market analyses by MOI UAE consistently show that brands with wider dealer networks and proven long-term reliability in high temperatures command significantly higher resale values. For a UAE driver covering 25,000 km per year, the Lincoln's cost per km, factoring in fuel, insurance, service, and steep depreciation, can be 30-40% higher than a comparable mainstream luxury SUV over three years, making it a niche choice primarily for buyers seeking distinctive American styling over long-term cost-efficiency.
