Recently, Lincoln officially announced the sales in China from January to November 2021, the cumulative sales exceeded 82,800 vehicles, an increase of 54% year-on-year, of which the adventurer, navigator, aviator and other three domestic models, the cumulative sales exceeded 74,600 vehicles, accounting for 90% of the total sales, of which, from January to November, the adventurer sales exceeded 45,000 vehicles, the navigator broke 17,000 vehicles, and the aviator broke through 12,000 vehicles, the book data increased greatly, and the performance was outstanding.
However, according to the current sales data trend, Lincoln is difficult to break the 100,000 mark this year, and there is a clear gap between the front-line goalkeepers Cadillac and Lexus. And behind the year-on-year surge, it is caused by the low sales base in the same period last year, but in any case, Lincoln's performance this year has been a full score for its brand status in China.
In terms of products, thanks to the smooth realization of localization, adventurers, navigators and aviators, in their respective segments of the cost performance began to show advantages, especially aviators, the minimum price compared to imports reduced by 120,000, is also the first luxury brand to be a medium and large SUV for domestic model, and almost no shrinkage, especially the powertrain, horizontal comparison advantage is huge, therefore, the aviator's good sales data, assist lincoln brand to actively climb upwards, there is a trend of entering the second-tier luxury camp.
But compared with other second-tier luxury brands, Lincoln's current product layout is not healthy, all undertaken by SUVs, as for the sedan products, the mass-produced concept car Zephyr Reflection unveiled at the Shanghai Auto Show in April, at the end of the year in Guangzhou Auto Show, resimplified the name "Z", and opened pre-sale, the pre-sale price of seven models is 25.5-34.2 million yuan, Lincoln Z is positioned in luxury medium-sized cars, the main target rivals Audi A4L, BMW 3 Series, Mercedes-Benz C-Class and other BBA main models, But the size is larger, the level of intelligence and the level of configuration at the same price point should have a considerable cost performance, to be listed, Lincoln will usher in a new round of new car effect, 2022 is still worth looking forward to.
However, at present, Lincoln's new product cycle has passed, the upward trend has flattened, the average monthly sales of the main adventurers have been hovering around 4,000 vehicles for a long time, and after the chip shortage problem, Lincoln seems to have concentrated the chips on the Navigator, so the Sales of the Navigator suddenly increased to nearly 8,000 in September, but the Adventurer plummeted from the level of 4,000 to 80.
In addition to the problems in product structure, the channel laying of the Lincoln brand is also difficult, and the official also said that in order to ensure the profit margins of existing distributors, it will cautiously expand channels. According to Lincoln brand expectations, at the end of the year, there will be 160 dealers in the country, but most of them are concentrated in first- and second-tier cities, while the channel laying in third- and fourth-tier cities will slow down, so the sinking market cannot quickly complete coverage, which has also become a key problem restricting Lincoln's sales growth.
In summary, Lincoln in the next year or will be very entangled, Lincoln Z's new car effect or will not be effectively released because of the slow construction of channels, Lincoln's second-line road, is still very difficult.