In early December, Lincoln officially released the latest sales volume in the Chinese market. The data shows that in the first 11 months of this year, Lincoln's cumulative sales in the Chinese market exceeded 82,800 vehicles, an increase of 54% year-on-year. Among them, voyager contributed more than 17,000 vehicles, an increase of 140% year-on-year.
In contrast, the sales trend of medium-sized SUVs of the three major German luxury brands BBA in the same period is much worse. Among them, the cumulative sales of BMW X3 rose by 3.4% year-on-year; the cumulative sales of Mercedes-Benz GLC class fell by 3.83%; and the Audi Q5L, which had the best sales momentum, increased by 12.6% year-on-year in the first 11 months.
The strong sales momentum of the young model of the voyager, a century-old luxury brand, has become a beautiful scenery of the luxury car market. What's more, this strong sales momentum is also rapidly pushing navigators and the Lincoln behind them into the mainstream.
Obviously, the strong market competitiveness of navigators is being recognized by more and more rational consumers.
1, luxury medium-sized SUV car market change day BBA brakes
Since the beginning of this year, the chip crisis has continued to impact the global auto market, including the Chinese market. Luxury brands such as Mercedes-Benz, BMW and Audi have also been seriously affected.
In May this year, it was revealed that due to the supply of parts, many BMW models will be reduced with HARMAN Kardon high-end audio, mobile phone wireless charging, WIFI hotspot or digital key function. BMW 3 Series Long Wheelbase Edition / Standard Wheelbase Edition, BMW 5 Series Long Wheelbase Edition / Long Wheelbase Plug-in Hybrid Edition, BMW X3, X4, X5 and X5 Plug-in Hybrid Models, X6, X3M, X4M, X5M, X6M and many other models have been affected.
Mercedes-Benz was more affected by the chip crisis than BMW. According to other media reports, Mercedes-Benz dealers received emails in June, and the number of cars that manufacturers can give has been reduced by half, while the preferential margins in the store have been tightening. The original Mercedes-Benz E-Class discount of 40,000 was only 15,000, and the main sales force, the Mercedes-Benz GLC Class, was out of stock. Under the influence of lack of cores, brands such as BBA have even encountered the dilemma of not being able to deliver. There are even anecdotes of BBA buying back used quasi-new cars at the original price.
With this, the sales of domestic Mercedes-Benz in the first 10 months of this year fell by 5.7% year-on-year; the sales of domestic Audi fell by 2.5% year-on-year.
In contrast to the BBA's lack of cores, the supply of Lincoln-brand chips is much smoother. Lincoln's models not only have not suffered embarrassment such as allocation reduction, but also have sufficient existing cars in major dealer stores, stable prices, and a variety of models to choose from. Not only that, but in the second half of this year, the Lincoln Navigator also launched a California coast limited edition model. While other brands have been reduced due to chip shortages, Lincoln is also adding weight to the configuration of models such as the Navigator, further enhancing product strength and market competitiveness.
The abundant supply of existing cars ensures a stable sales momentum of Lincoln models such as the Navigator. The stable supply chain system has also become one of the reasons why the sales volume of the Lincoln brand is still rising under the cold winter of the automobile market.
2. Navigator's outstanding product strength is widely recognized
Of course, the abundant supply of existing cars does not mean that the sales of the Lincoln brand can rest easy. While the supply of existing cars is sufficient, the strong product strength of Lincoln's models is the direct factor in gaining the favor of consumers. Navigators, whose year-on-year growth rate of 140% is enough to explain the problem.
Looking around the entire luxury midsize SUV market, the Lincoln Navigator is bigger than many of its siblings. This also means that the navigator's interior space is a big advantage.
You know, the body size of the Navigator reaches 4849mmX1934mmX1693mm, which is more advantageous than the BMW X3, Volvo XC60, Mercedes-Benz GLC L and Audi Q5L, which have been extended. The larger size also creates a stronger aura for navigators.
What's more, the large size brings the Navigator to have the widest rear lateral width in its class, greatly improving the ride experience for rear passengers. And the Navigator's rear seat back can be adjusted at an angle of 18°, and the middle bulge is also very small. It's definitely a big plus for family-oriented Chinese consumers.
Navigators with more space are also more motivated.
The Navigator's 2.0T engine has a maximum power of 180 kW and a maximum torque of 390 Nm. Such power output is already the top standard for BBA models. However, the Navigator also offered a more powerful 2.7T engine. The engine has a maximum power of 237 kW and a maximum torque of 500 Nm. The 2.7T engine is also the only V6 engine in its class.
At the same time, the texture and tranquility of the luxury SUV are the best play for navigators.
Navigator continued the traditional thick materials used in the United States, and the car was full of leather and soft materials. Navigator California Coast Limited Edition uses an obsidian black interior that echoes the exterior, supplemented by red stitching and plaid aluminium trims, and uses Savannah high-grade leather, which greatly reduces the irritation of leather odor to the human body, comfortable and environmentally friendly.
In addition to the luxurious five-layer structural acoustic glass in the front windshield and front and rear side windows, voyager has also adopted a number of NVH optimization technologies such as a three-layer dynamic sealing strip door system, low roll resistance silent tires and ANC active noise reduction system to enhance the car experience.
If these are required courses for Lincoln, then the more american sense of prestige brought about by the California Coast Limited Edition launched by Lincoln Navigator is an additional benefit for consumers.
The Voyager California Coast Limited Edition model, which was launched not long ago, has further added a number of exclusive features to the already abundant configuration. The front of the new car is equipped with the iconic Knight Star logo derived from the Continental Mark II introduced in 1955, which is also a rare configuration in its class. The limited edition model also comes with a glossy black front grille, 20-inch shiny black sport wheels, and an exclusive obsidian black interior. The overall prestige and exclusivity are even better.
Even more intimately, the Voyager California Coast Limited Edition also adds extremely consumer-friendly heating packages to the North, including pre-freeze wipers, steering wheel heating and second-row seat heating.
But what should not be ignored is that the value for money for navigators is the highest in its class.
Somewhat surprisingly, the Lincoln Navigator California Coast Limited Edition comes standard with a 13-speaker Revel audio, a 12.3-inch all-digital dashboard + a 12.8-inch high-definition touch screen and a SYNC+ intelligent interconnection system, forming a hall-of-the-art audio-visual intelligent cockpit. Immersed in it, that distinctive sense of dignity and audiovisual experience brings great satisfaction to users.
At the same time, the Navigator California Coast Limited Edition is also equipped with lincoln Co-Pilot360 intelligent driving assistance system, which not only realizes functions such as ACC adaptive cruise, LDW road departure warning, BLIS blind spot monitoring, etc., but also has PCA anti-collision assistance, which can provide high-standard driving assistance functions such as ESA emergency avoidance steering assistance and PIB post-collision active braking, making driving easier and greatly reducing the probability of accidents. And these configurations, BBA's similar models are either optional or not. But in terms of price, the navigator is the lowest.
3, the car market is becoming more rational Navigators to the mainstream
Mao Jingbo, president of Lincoln China, once said, "Lincoln's success in China is not only a victory in sales, but also a victory in Lincoln's insight into Chinese customers. Our confidence comes from our success in understanding the needs of Chinese customers and truly launching models that Chinese customers like. ”
The rising sales of Navigator confirm Lincoln's pragmatic Chinese market strategy, but at the same time, it also shows that the chinese car market is constantly opening, consumers are becoming more rational, pursuing luxury and texture at the same time, but also pay attention to cost performance. This higher consumer demand, which poses a challenge to many luxury brands, has also become an opportunity for navigators and Lincoln, which will help Lincoln quickly move into the mainstream.
This is a good sign for the market, for consumers, and for Lincoln himself.