Written by /duang
Edited / Kilig
Design / Zoi.
New car "transfer student"
Every sudden appearance of a "transfer student" will cause some discussion. Some of the stronger ones will upset the original class balance, while some will calm down after the discussion.
Under the epidemic situation, the rules have changed, and the Chinese auto market, which also has dreams, has squeezed into the car market to pan for gold. Who will stand out in the future? Who will end up in the sand and the survival of the fittest?
Che Lizi's "New Car "Transfer Students" series of reports provides a pulse for those brand new models that are panning for gold in the Chinese auto market.
For this issue of car transfer students, we focus on the model is the Lincoln Z , lincoln's first car after localization.
Name: Changan Lincoln Z
Ethnicity: Han Chinese
Birthday: Early 2022
Place of birth: China
Family origin: Lincoln's first sedan after localization
Guardian: Mao Jingbo
Motto: Smart cockpit, people have me too
Lincoln, as one of the few American luxury brands in China, the former "presidential car" in China has been less well-known than other second-tier luxury brands. Like the United States Cadillac, Sweden's Volvo have given people a unique brand tone, but also let domestic consumers have a more distinct understanding of the brand, Lincoln whether from the momentum of sales or brand labeling, give people a seemingly non-existent Buddhist attitude.
But Lincoln obviously underestimated the market potential of the eastern powers, whether in the past or in the future, the importance of the Chinese market is worth spending time, energy and deep cultivation for every car company. As Lincoln's first car exclusively for China, the emergence of lincoln Z is not only Lincoln's choice to attach importance to the Chinese market, but also a major breakthrough for Lincoln in the segment of cars. So, can the arrival of Lincoln Z help Lincoln break through the limitations of luxury car second-tier brands and make Lincoln's market performance as loud as popularity?
After domestic production, sales soared, and the "special supply" Lincoln Z watch was loyal
Lincoln, who followed the customs and made a joint venture with Chang'an, was a decision to plan and then move. Once the average annual sales volume was only about 20,000 units, and after Lincoln announced the localization strategy and seriously deployed domestic models, Lincoln's sales soared, and the "dark horse effect" was fully displayed.
Of course, for Lincoln's localization, many people once felt that they were reducing their self-worth, after all, compared with domestic production, the gimmick of imported luxury cars can "scare" users, and the value is higher. However, in the face of China's huge 10 billion market, it is the right way to do sales in a down-to-earth manner than to hold a shelf and hold it hard.
In the face of the above doubts, Lincoln responded with the domestic strategy of "launching three domestic new cars in three years", and the market's feedback is the rapid growth of sales. After the first domestic SUV adventurer was listed, it set a new monthly sales record for a single model for 6 consecutive months, becoming a star hit in the Lincoln and even compact luxury SUV market.
The aviators and navigators who followed also gained a foothold in the market with their own hard-core product strength. With three SUVs, Lincoln's localization strategy has soared, and the Chinese market seems to have accepted this guest from afar.
From January to November this year, Lincoln's cumulative sales exceeded 82,800 vehicles, an increase of 54% year-on-year. Among them, the cumulative sales of the domestic SUV Three Musketeers from January to November exceeded 74,600 units, accounting for 90% of the overall sales, it is obvious that the coordinated operation of "sea, land and air" will play Lincoln's advantages to the end, and localization has allowed Lincoln to get out of the previous downturn.
Perhaps it is the domestic three musketeers that make Lincoln see hope, after the production of MKZ and mainland China, after Lincoln and Fu ended the North American car business, Lincoln resolutely launched a new medium-sized sedan Lincoln Z, the new car is a "special car", specially tailored for Chinese users, only sold in China, aimed at expressing sincerity in the Chinese market.
Shouldering the heavy responsibility, how competitive is lincoln Z?
Lincoln Z is a mass production version of the Lincoln ZEPHYR concept car, positioning luxury medium-sized cars, the pre-price is 255,000-34.2 million yuan, Lincoln's Three Musketeer domestic SUV has made a good start, and the pressure on the Lincoln Z is naturally not small.
First of all, the name, from the perspective of Lincoln itself, Z represents the continued frontier of Lincoln and MKZ and Zephyr, from the perspective of the market, Z era young people are new users in the domestic market, Lincoln Z directly when the heart, ambition can be seen. And in the face of the heavy responsibility given by Lincoln, can Lincoln Z take over?
Lincoln Z perfectly reproduces the design language of the Lincoln Zephyr Reflection, at first glance more like a car from the future, the Star Grille with the LINCOLN logo in the middle, Lincoln's iconic through-line light strip for the first time into the front design, and echoes the new 3D suspension through taillights at the rear, the tail Super Red super red effect and the first three custom flash modes, all flashing a sense of technology related to the future.
The Lincoln Z interior highlights a sense of light and luxurious design: 128-color dynamic atmosphere lights in zone 3, suspension audio, central control multi-function paddle and Lincoln's iconic piano-style shift button, 12.3 inches + 27 inches through-view panoramic screen and other design elements; the configuration of the L2+ level intelligent driver assistance co-pilot 360 2.0 intelligent assisted driving system, including Lincoln Z i enjoy and Lincoln Z i cool "double design" Product strategy and so on are enough to glimpse lincoln's energy and financial resources in the new car.
Of course, the most critical is the price, compared with the same level, in front of the Cadillac CT5, Volvo S60, 255-34.2 million yuan Lincoln Z can indeed afford the cost performance. The wheelbase of nearly 5 meters is not vain in front of the Cadillac CT5 and Audi A4L, and the power configuration of the 2.0T high-power standard 8AT transmission is also fast enough, including the entry-level configuration.
Of course, there are bright spots, otherwise how can it be worthy of the three musketeers paving the way in front, but the shortcomings are also obvious.
At first glance, the joy is not as good as the mediocrity of the closer look: weak independence
At first glance, the joy is not worth rejoicing, and it is valuable to stand the scrutiny of time. No matter how high Lincoln Z's appearance is, if the inner things are ordinary, they can only afford a golden jade on the outside.
First of all, Lincoln Z and Ford cut constant "friendship". Lincoln Z's strong power can be said to be the favorite of this visitor, 2.0T turbocharged engine, matching 8AT gearbox, the maximum power reaches 246Ps, the peak torque is 376N·m, and the acceleration time of 100 kilometers is only 6.8 seconds. But this kind of power is basically the same as for The Ford EVOS, and even Changan Ford's new generation of Mondeo will be equipped with this powertrain.
After all, the Lincoln Z and ford EVOS are not directly competitive, but the "collision type" with the new generation of Mondeo directly reduces this advantage effect by half. It is foreseeable that after the listing of the new Mondeo in the first quarter of next year, Lincoln Z will either be hit by sales or stabilize the market with lower discounts, which is not a good thing for Lincoln.
In other words, Lincoln Z does not have an exclusive core selling point, or Lincoln, after localization, Lincoln does not have a sufficiently prominent technology to support the entire brand, resulting in low brand independence, "expensive Ford" is everywhere, including adventurers and Ford Sharp Edge There is also an inexplicable relationship.
In addition, There is a "joint venture black hole" bug of Chang'an, for Lincoln more or less have a little impact, the rear of the Changan Lincoln standard, eye-catching people can not ignore, even BMW Brilliance, Beijing Benz have owners can not help but buckle the bid, the same reason also had to pinch a cold sweat for Changan Lincoln.
Write at the end
It is undeniable that Lincoln Z did let the market see the efforts and courage of Changan Lincoln, but as far as the current Changan Lincoln background is concerned, the next road is not easy. Changan Lincoln, which has strong dependence and lack of distinctive characteristics, is difficult to break the market dilemma with the first car.
After all, Lincoln's "American label" products are medium and large SUVs, Lincoln Z although closely follow the domestic consumer trend, the main "smart cockpit" and other selling points, but how to look like a flattering or testing the waters, said that can be worthy of the brand upward breakthrough of the heavy responsibility is also a bit too much.
For Lincoln, the domestic three musketeers or Lincoln Z, Lincoln lacks a sense of independence walking toughness, now Lincoln products and Ford products are always inextricably linked, in the short term, there are single models better than competitors and Lincoln's popularity over the years of popularity support, as a lincoln localization transition is still good, but if not in time to seek a breakthrough, cut off dependence, in the product characteristics to extend the unique American luxury characteristics out, the future of Changan Lincoln is really uncertain.
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