In 2021, under the repeated epidemic situation, chip tension and many other problems, most automotive companies have trapped the strategic plans. But in China, there are always people who can stand alone, and Lincoln is one of them.
Last year, Lincoln Automobile's annual sales in China surpassed that of the United States for the first time, making China the largest seller of Lincoln. Specifically, in 2021, Lincoln sold a total of 91,621 cars in China, an increase of 48.3% over 2020.
On February 4, 2022, the Lincoln brand celebrated its 100th anniversary. As a representative brand of American luxury, the Lincoln brand not only has a profound century-old accumulation, but also inherits the American spirit of continuous improvement, and injects a new American luxury experience into the Chinese luxury car market.
Centennial Lincoln comes back to life
To achieve such sales results, it is naturally inseparable from the successive listings of domestic SUV "Three Musketeers" adventurers, navigators and aviators. For a hundred years, Lincoln has been committed to the brand's innovative practices, adhering to core values, and constantly launching models that meet consumer expectations.
The experience of continuous iteration and upgrading and exceeding customer expectations is the main factor that the "Lincoln Way" can continue to lead the trend and refresh the industry benchmark. The birth of the domestic SUV "Three Musketeers" has also successfully helped Lincoln to open up new markets in the Chinese market, and its sales performance in the "New Four Modernizations" policy market has also increased steadily.
In 2021, in the fierce market competition, luxury brand Lincoln achieved continuous growth against the trend, and gradually found its own market model in the Chinese market. It is reported that the Lincoln Adventurer will sell more than 50,000 vehicles in China in 2021, an increase of 57% over 2020, and the highest sales volume in the same period last year accounted for more than 75% of the Lincoln family's share. Such achievements also make it one of the top five best-selling models in the domestic compact SUV market in 2021.
Of course, keeping pace with the times to meet consumer needs is one of the keys to Lincoln China's success, combined with the localization characteristics of the Chinese market, Lincoln's future development in China proposes three major changes: product intelligence, experience digitalization and network modernization.
In 2020, as the first Lincoln localization attempt, the adventurer's precise positioning, appropriate price and product power that does not fall but rise allows the adventurer to seize the "pain point" needs of the Chinese people at once.
For more than 100 years, the Lincoln brand has focused on forward-looking, innovative practices and adhered to core values. While keeping products new, we will create more models that meet consumer expectations. There is no doubt that Lincoln found a way to open up the Chinese market.
Today, the new Lincoln Adventurer, the new Lincoln Navigator, and the new Lincoln Aviator form a new domestic product matrix covering the compact, medium and large luxury SUV markets, and continue to strengthen the competitiveness of the Lincoln brand in the field of luxury SUVs.
Last November, lincoln Z was officially unveiled at the Guangzhou Auto Show. This new car also appeared in front of the public in the style of "double-sided design", highlighting the wisdom of the Lincoln brand connotation. It is worth mentioning that the new model has received more than 3,000 orders.
In addition, Lincoln Z also plans to launch a hybrid version to meet the current trend of youth and electrification. With Lincoln's latest design aesthetic concept, reinterpret the brand connotation of Lincoln design.
The "Lincoln Way" has its own way
Mao Jingbo, president of Lincoln China, once said that as the most challenging American luxury brand, Lincoln needs to "seize the opportunity, keep the integrity and innovation, seek change in stability, and see new possibilities." It is also true that the American luxury attributes precipitated by Lincoln in the past century have been vividly demonstrated through the current product lineup and customer experience, which is naturally not the end and will continue in the next hundred years in the future.
After a hundred years of precipitation, Lincoln has successfully built a characteristic brand with very American luxury attributes, and I believe that in the next hundred years, Lincoln will continue to write a new legend. In Lincoln's brand philosophy, authentic American luxury is not only about the quality of the product itself, but also about creating a customer experience at home.
The "Lincoln Way" runs through the entire process of car selection, car purchase, car use, and car maintenance. According to the brand plan, Lincoln will launch a complete lineup of intelligently connected and electrified products around the world by 2030, promoting the continuous evolution of product design concepts and moving towards the direction of intelligence and electrification. Lincoln's "Lincoln Way", which Lincoln has always been proud of, will usher in a comprehensive iteration of intelligence and digitalization.
In 2022, Lincoln celebrates its centennial. With the continuous rise of young consumers in the future, the automotive industry is gradually embracing young people and breaking the circle across borders, and in this regard, lincoln way customer co-creation experience can not be underestimated.
At present, Lincoln is accelerating the iterative upgrading of "Lincoln Way" 2.0 in the Chinese market, deeply integrating digital technology with customer experience, and innovatively launching the One ID digital platform. The world's first new Lincoln Way Experience Center was also completed in China, dedicated to creating a digital interconnection technology and diversified ecological customer co-creation experience space. Adhering to the brand proposition of "luxury has its own way", Lincoln will let more users experience the new style of American luxury.
Public opinion: The centennial Lincoln will begin the next new centenary journey
For Lincoln, the American luxury positioning it adheres to, the "Lincoln Way" it adheres to, and the commitment to "intelligent" excellent quality in China, so that it has found its own rhythm in today's fierce market competition. Following the adventurer, navigator and aviator, these three domestic SUV models, the arrival of the new Lincoln Z has opened up a segment of luxury mid-size cars.
In the future, how Lincoln continues to maintain will become a major key to the brand's future. It is believed to further improve the model matrix under the brand, occupy a place in the new energy vehicle market and push it to a new peak, so that more users can truly understand the essence of Lincoln's "luxury has its own way". With the continuous deepening of Lincoln's localization and more perfect layout, Lincoln's future performance in the domestic market is more and more expected.