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Introduction |
2021/01/06
Bold self-innovation and continuously exceed customer expectations have always been the only rule for automobile brands to maintain competitiveness.
Author 丨 Yang Jing
Responsible editor 丨 Du Yuxin
Edit 丨 Chic
In the past, if you look at friends who have car purchase needs around you, you will find that 9 out of 10 people will go to the 4S store to see new cars, and the remaining 1 person is inquiring about prices online, and second-hand cars never seem to be the first choice when buying a car.
Today, this phenomenon is changing at an unexpected rate. From January to November this year, about 19 million people bought new cars, and 15.96 million people chose their favorite used cars. In recent years, data on new car sales and used car transactions have become closer and closer.
From the perspective of growth trends, the transaction growth rate of the second-hand car market has surpassed the new car market. And China is already a veritable car ownership power, and the potential of the used car market is self-evident, and it will achieve explosive growth in the near future. Relevant institutions predict that the transaction volume of used cars in 2025 will be basically the same as that of new cars, while domestic used car sales will exceed 30 million in 2030.
Why do so many people switch from new cars to used cars? In addition to the changes in their own consumption concepts, the relevant policies in recent years have also shown a favorable trend of second-hand car trading, which has provided a good soil for the large-scale development of second-hand car transactions, and standardized the order of second-hand car transactions in continuous expansion.
Previously, the situation of "chaos and small weakness" of used car operators will be broken, and there will be a large number of "regular troops" in the second-hand car market, providing consumers with a hotbed of used cars that can balance quality and integrity. The officially certified used car business of the automobile brand relies on the accurate control of its own products to better ensure the quality and eliminate the customer's worries.
Among them, Lincoln officially certified used cars have become the leaders with industry-leading testing standards and processes, excellent used car products and highly temperature personalized service.
Mao Jingbo, President of Lincoln China, said: "Lincoln Official certified used cars are an extension of the 'Lincoln Way' customer experience in the field of used car services, it follows the industry's leading testing standards and processes, has excellent used car products and personalized service with great temperature, and is committed to creating the most trusted luxury used car brand trusted by Chinese customers, so that more customers can enjoy a unique and excellent experience." The development of Lincoln's official certified used car business will further improve lincoln customers' full-use car cycle experience, and also expand new business growth points for the brand, so as to achieve win-win development of customers, dealers and brands. ”
Mao Jingbo, President of Lincoln China
Is there a quality guarantee for used cars? Lincoln had a brilliant idea
Although the volume of used car transactions has been rising in recent years, it has also exposed many existing problems. According to the "Analysis of Complaints Accepted by the National Consumer Association in 2020" released on the official website of the China Consumer Association, in addition to the quality of new cars, contracts and after-sales complaints, second-hand car complaints are also on the list.
In the sale of second-hand cars, false information, stealing mileage, concealing accidents and other situations still occur frequently, and it is also a difficult point for consumer complaints. Especially in the high-end luxury second-hand car sector, driven by huge interests, the quality of second-hand cars and services are mixed, and the rights of consumers cannot be guaranteed.
How to buy a used car that can be satisfactory has become the biggest pain point in the current market. Under the background of continuous favorable policies and a good used car market environment, the Lincoln brand, which adheres to pure American luxury, has advanced with the times, chosen the best time to enter the field of luxury second-hand cars, and launched an officially certified used car business for market pain points.
Lincoln's officially certified used car business adheres to the strict requirements of luxury quality, providing consumers with a safe and reliable selection of vehicles. The first is to focus on the brand's models and provide pure American luxury options. Lincoln requires that the number of kilometers in a used car not exceed 120,000 kilometers in 6 years. At the same time, every officially certified used car has a trustworthy history, which makes car buyers know.
In a series of actions, the most reliable is the 200 meticulous and rigorous tests, all-round grasp of the vehicle situation, to ensure that the quality of the subtleties also meet Lincoln standards, bringing advantages that other institutions or manufacturers can not match. In addition, Lincoln offers industry-leading after-sales service for well-groomed vehicles, offering a 2-year lincoln official after-sales service program.
The 7-day no-reason return service and the 1-year 20,000-kilometer original factory select care warranty make people eliminate all concerns, and exclusive financial service products such as 1-year 0 interest rate make cash flow no longer a problem. Along with strict standards are fine processes, from accurate value promotion to after-sales care services, each node of the interlocking chain is in line with the luxury tone.
At the same time, the Lincoln brand, which insists on providing customers with pure American luxury products and services, also follows the same concept in the field of second-hand cars, and adheres to the market with better products and better quality, so that more consumers can enjoy a unique and excellent service experience.
The fruits of success have come as promised, and the share of Lincoln's officially certified used cars in 2021 has also continued to increase, and the business has been launched for less than 1 year, and the share in the pilot cities has exceeded 40%. In addition, Lincoln's continued rich product lineup and excellent product quality are a solid foundation for the vigorous development of Lincoln's officially certified used cars.
In recent years, the Lincoln brand is rooted in the needs of Chinese customers, and constantly deepens the localization strategy, with American luxury Chinese "smart" products so that more and more Chinese customers recognize the Lincoln brand and its "luxury has its own way" brand concept, product sales continue to rise. As the number of Lincoln products in China continues to increase, the demand for customer exchange is also growing.
Lincoln officially certified used cars are precisely to meet the actual needs of current consumers, and continuously consolidate the brand and product value with peer-leading quality, achieving a virtuous circle. The new officially certified used car products and services covering the full-use car cycle open a new door for consumers, where you can experience the same luxury and exclusive experience provided by the Lincoln brand.
Exclusive experience unique temperature "Lincoln's Way" to win trust
In addition to strictly controlling the quality of used cars, Lincoln officially certified used cars also provide consumers with the same quality service as new car customers. Adhering to Lincoln's service concept of "treating customers as close as family", insight into customer needs, with the exclusive team of "always online" to provide family-like thoughtfulness and respect, so that consumers can feel the charm of "Lincoln Way" at any time in the process of enjoying the service.
Lincoln always provides customers with an exclusive experience that is unique to the industry, and the most distinctive feature of the used car field is the "memory sealing" service, allowing customers to leave a commemorative moment with the car that accompanies them. In addition, there are intimate services such as "delivery ceremony" and "consultant return visit" exclusive to individuals, with a full sense of ceremony, the feelings and warm heart values are all "full".
At the same time, there are more exclusive replacement services, equipped with a more personalized and customized service experience, if customers want to experience the Lincoln brand full of futuristic technology sense of "smart new generation of cars" new Lincoln Z, Lincoln official certification used car business will help Lincoln old car owners replace a new generation of future cars, feel the charm of Lincoln's most avant-garde technology and design.
Lincoln's official certified used car business is precisely with such a unique sense of ceremony and extreme care details, bringing a luxurious and exclusive experience beyond expectations, meeting the emotional needs of customers, and will also attract the attention of more and more customers, which will also be the "ultimate weapon" for Lincoln's development in China.
Under the trend of traditional luxury car brands seeking personalized segmentation, the soft power and service quality of the brand have become the key to winning the competition. As the inheritor and leader of American luxury, the Lincoln brand has gained a competitive advantage with its unique "Lincoln Way".
Therefore, the Lincoln brand has also successfully gained a foothold in China, winning the recognition of the market and the trust of consumers. Sales performance is not the biggest achievement of the Lincoln brand, and the broader brand recognition, the continuous transmission of brand value, and the recognition of brand value by customers are the original intention of the Lincoln brand.
Fundamental to the continued success of a great brand is to focus on the user. When used car trading became a new trend, the Lincoln brand grasped the rhythm point, broadened its horizons, and was committed to becoming a "builder" of the new model of the industry. Whether it is a new car or a used car, the Lincoln brand intends to create a business closed loop covering the all-use car process for customers.
Bold self-innovation and continuously exceed customer expectations have always been the only rule for auto brands to maintain the competitiveness of the industry. It is believed that Lincoln's officially certified used car business will not only be a new business growth point that cannot be ignored in the future, but also bring customers, dealers and brands a win-win situation.
In the past few years, the Lincoln brand has steadily moved forward, with one self-breakthrough after another, interpreting a dream as a horse to live up to the glory of Shaohua. Now, Lincoln's officially certified used car will continue to energize the brand and usher in a new chapter of development.
| Yang Jing |
No sleep at noon
Afternoon crash