Lincoln maps out China strategy, sees learning lab for world
Automotive News
April 17, 2014
by Bradford Wernle
Lincoln set up a showcase called The Lincoln Space in a busy pedestrian area of central Beijing today to outline its strategy for entering the world’s largest auto market.
An initial presence of eight dealerships in seven cities this fall will grow to 20 stores by the end of the year. By the end of 2016, Ford Motor Co.’s luxury brand plans to have a network of 60 dealerships in 50 cities, operating independently of Ford-brand stores.
The strategy fulfills a plan revealed in 2012, as the storied 97-year-old U.S. brand attempts to chip away at much-bigger German rivals who rule China’s landscape for premium cars.
As in the United States, Lincoln will be banking on novel approaches to customer service to set itself apart.
“Success in China is key to our efforts to build Lincoln into a global luxury brand,” said Jim Farley, Ford’s executive vice president of global marketing, sales, service and Lincoln, in a statement.
First cities
Lincoln’s initial cities will be Beijing, Shanghai, Nanjing, Xi’an, Guangzhou, Huangzhou and Chengdu.
When the dealerships open, they will offer just two models, both of them exported from North America: the MKZ sedan and the MKC compact crossover. The refreshed Lincoln Navigator SUV follows in 2015.
Lincoln plans to show a concept at the Beijing auto show on Easter Sunday, but has not set a production date.
Other models, possibly including a large sedan, are also planned.
China will give Lincoln added sales volume to justify investment in new products -- spending not justified by Lincoln’s dwindling U.S. sales in recent years.
Lincoln is entering a crowded and hotly contested Chinese luxury market populated by formidable competitors, particularly the German brands that hold 80 percent of the segment. Unlike Lincoln, they already operate globally.
Last year, Audi topped China's luxury market with 492,000 sales, ahead of BMW (326,444) and Mercedes-Benz (228,000).
Lincoln sales in its primary market, the United States, fell to 81,694 last year, less than half of its 1998 peak. This year’s U.S. demand is up 36 percent through March.
Full article and images at link.
Automotive News
April 17, 2014
by Bradford Wernle
Lincoln set up a showcase called The Lincoln Space in a busy pedestrian area of central Beijing today to outline its strategy for entering the world’s largest auto market.
An initial presence of eight dealerships in seven cities this fall will grow to 20 stores by the end of the year. By the end of 2016, Ford Motor Co.’s luxury brand plans to have a network of 60 dealerships in 50 cities, operating independently of Ford-brand stores.
The strategy fulfills a plan revealed in 2012, as the storied 97-year-old U.S. brand attempts to chip away at much-bigger German rivals who rule China’s landscape for premium cars.
As in the United States, Lincoln will be banking on novel approaches to customer service to set itself apart.
“Success in China is key to our efforts to build Lincoln into a global luxury brand,” said Jim Farley, Ford’s executive vice president of global marketing, sales, service and Lincoln, in a statement.
First cities
Lincoln’s initial cities will be Beijing, Shanghai, Nanjing, Xi’an, Guangzhou, Huangzhou and Chengdu.
When the dealerships open, they will offer just two models, both of them exported from North America: the MKZ sedan and the MKC compact crossover. The refreshed Lincoln Navigator SUV follows in 2015.
Lincoln plans to show a concept at the Beijing auto show on Easter Sunday, but has not set a production date.
Other models, possibly including a large sedan, are also planned.
China will give Lincoln added sales volume to justify investment in new products -- spending not justified by Lincoln’s dwindling U.S. sales in recent years.
Lincoln is entering a crowded and hotly contested Chinese luxury market populated by formidable competitors, particularly the German brands that hold 80 percent of the segment. Unlike Lincoln, they already operate globally.
Last year, Audi topped China's luxury market with 492,000 sales, ahead of BMW (326,444) and Mercedes-Benz (228,000).
Lincoln sales in its primary market, the United States, fell to 81,694 last year, less than half of its 1998 peak. This year’s U.S. demand is up 36 percent through March.
Full article and images at link.