Introduction: Thanks to the "special edition" identity tailored for young consumers in China (Generation Z), Lincoln Z is more advanced and "leapfrogging" in terms of styling design, space size, intelligent network connection, and power performance parameters. And these, to a great extent, gave Mao Jingbo's team the confidence to "touch porcelain" BMW 5 Series in marketing communication!
The new generation of wisdom leaders, "Z" is right.
At last year's Guangzhou Auto Show, a glimpse of the Lincoln Z, a new strategic model of the Lincoln brand, must have left a deep impression on everyone.
In fact, to this day, the trendy sweatshirt customized for Lincoln Z is still the favorite of the author and Xiao Maruzi's classmates, and it is a young, sporty, handsome and cool to wear it in the green season!
Instantly, the first batch of post-90s generations who have "aged" me, invisibly feel several years younger.
Lincoln Z custom sweatshirt trendy
A small matching sweatshirt can be designed so intimately, Lincoln for the lincoln Z this new car, obviously did not pay less attention.
Also, after a few years, Ford and Lincoln have both once again forced the car market, do not spend more effort to polish the product, and ponder the car buying psychology of the Z generation that is increasingly becoming the main force of car buying, Mondeo, Lincoln Z want to break through against the market or even catch up later, how easy is it?!
Mondeo put aside, today we still have a good talk about Lincoln Z's "circle-breaking" breakthrough.
Pricing is cheaper than the 3 Series, and the product power is comparable to the BMW 5 Series?
The Lincoln Z is about to go public, and the warm-up offensive of related parties has been launched.
"Without looking at the logo, this Lincoln Z can hang the BMW 5 Series?"
"The price of the BMW 3 Series, the strength of the 5 Series, how fierce is the new Lincoln Z that plays the dimensionality reduction strike?"
"Lincoln Z and BMW 5 Series are stronger or weaker, and the comparison will be clear!"
……
You read that right, open the browser and enter the Lincoln Z, BMW 5 Series at the same time, and what comes into your eyes is such a ridiculous scene.
What's the situation, Lincoln Z is not properly benchmarked BBA 3 Series, C Class, A4L and other models, how to paint the style into a hard BMW 5 Series?!
After the "golden eye of fire" and layers of penetration of le tease the car, I have to sigh - Lincoln is too fierce!
Mao Jingbo's team has already used the power of the flood to ensure that this new strategic model is a hit and a hit.
Even on the marketing communication end, some "too much force", directly locked the "imaginary enemy" of the competitors in the promotion to the 5 series, which is one level higher than the 3 series.
Of course, in order to make it to a certain extent, there is still a hint of "comparability", the choice is the standard wheelbase version of the BMW 5 Series that has not been "enlarged" by the three-dimensional size.
Lincoln Z is too important, the touchstone of Mao Jingbo's team
For Lincoln's side of this communication end operation, the author can understand to a certain extent.
After all, the Lincoln Z sedan is too important for the Lincoln brand, especially in the past two years, Lincoln China!
The marketing communication end is not high-profile, exaggerated, as far as possible to make a battle and momentum, to Dr. Chen Anning to Mao Jingbo goddess, I am afraid that this "special edition" model tailored for the Chinese market and consumers, whether it can be a hit is not absolutely certain.
Chen Anning (second from right) and Mao Jingbo (second from left) jointly represent platform Lincoln Z
The reason is not difficult to understand, the real challenges and uncertainties faced by Lincoln Z are mainly as follows:
First, the Lincoln Z is a local "special edition" model developed based on the Chinese market and Chinese consumers.
As we all know, Before that, Ford's North American headquarters had cut the follow-up research and development of the car project, focusing its strategic focus on pickup trucks, SUVs and new energy.
With the same level of competitors as BBA and other friends, replacement or upgrading, the big difference is that the Lincoln brand has basically lost sales and volume in the car market in recent years, and the sense of market segmentation is too weak.
Therefore, Lincoln Z has no successful precedent for reference, Lincoln Z is here to fight the country instead of defending the country.
Second, although like the BBA, Lincoln is also a luxury brand with a red root, and even has the reputation of "presidential car" in history;
However, due to the past few years, compared with the intensive cultivation of the BBA in the Chinese market, lincoln of the "second into the palace" has not been able to compete with the BBA head-on, whether it is market share or premium power.
Mao Jingbo, President of Lincoln China
Therefore, when the 3 Series, C-Class, and A4L and other star models have filled the luxury brand mid-range car market in the 250,000-400,000 price range, there is great uncertainty about whether consumers can accept lincoln Z as a "latecomer".
The Lincoln China side, led by Mao Jingbo, is naturally well aware of these "weaknesses" and uncertainties.
Therefore, in addition to polishing and controlling the product power in all aspects of various departments such as R&D and design, as well as production and manufacturing as much as possible, it is very important to do our best to do the warm-up and listing of this strategic model.
As the saying goes, the product is the ship, the marketing is the sail.
Whether Lincoln Z can successfully enter the 250,000-350,000-priced luxury car segment and stand firm, both hands must be hard which link is not allowed to "drop the chain".
Le Tease Observation:
Needless to say, combined with the product positioning and pricing of lincoln Z (pre-sale of 255,000-342,000 yuan), it will compete directly with the 3 Series, C Grade, and A4L after its listing.
As for the BMW 5 Series, whether it is a standard shaft or a long-axis version, the pricing decision of four or five hundred thousand, the user population and Lincoln Z can be described as distinct.
Of course, it is not excluded that there will be a small number of users who initially considered the 5 series, and eventually because of factors such as price, brand, product, and marketing, they were successfully robbed by Lincoln Z, but rationally it is expected that the proportion cannot be too high.
It is undeniable that it is thanks to the Chinese team's led research and development design, tailored for Chinese (Generation Z) young consumers to create a "special edition" identity, so that Lincoln Z in the shape design, space size, intelligent network connection, and power performance and other parameters, more with the times and "leapfrog".
So to a certain extent, it is these outstanding highlights and long boards that make the Lincoln China marketing team have the reason and confidence to "touch the porcelain" PK with higher-level friendly products such as the BMW 5 Series when manufacturing related preheating marketing communication topics.
But play is play, play is trouble.
Whether the Lincoln Z can successfully enter the luxury mid-level sedan segment that has been dominated by the 3 Series, C-class and A4L for many years depends on the Lincoln Z product itself.
For example, how about the overall reliability and stability, and how the reputation of the first batch of car owners and users after listing is.
Needless to say, the next 2022 is extremely important for both Lincoln China and Mao Jingbo's team.
It will even be related to the trust and further decentralization of the North American headquarters in Lincoln China and Mao Jingbo's team.
Because of the era of "new four modernizations" of automobiles, Lincoln Z must shoulder the multiple responsibilities of Lincoln's sales in China and the transformation towards electrification and intelligence.
Can Lincoln Z do it?