Before the Lincoln Z was listed, the media began to discuss whose market the Lincoln Z car would grab. Traditional BBA, American Cadillac, domestic Volvo, Japanese ES?
Judging from the price announced by the Lincoln Z on March 13, 252,800-340,800 covers almost all the similar models of the above brands. But in fact, lincoln Z is not easy to get a piece of these brands.
From the platform point of view, BMW, Mercedes-Benz, Cadillac are all rear-drive models, which is still more concerned for many traditional car users.
In terms of front-drive vehicles, Audi should have been hit the most by lincoln Z, but in a short period of time, Audi's brand sinking ability is much higher than Lincoln'. That is to say, in the first and second-tier cities, Lincoln Z may steal the Audi A4L market, but the brand effect of the third-tier cities and the 30 years of deep cultivation in China by Audi should not be underestimated.
Although the Lincoln brand has increased a lot in the past two years in China, the brand recognition is still in the "recovery" stage, and most of the elderly recognize this brand, but they will not buy such a young design concept model. Young people have not yet established pre-purchase confidence in this brand, so in areas where automobile culture is relatively backward, it will take a long time to carry out brand education.
Therefore, the incremental market of Lincoln Z in 2022 may be "adjusted" with some new luxury brands. Among them, volvo S60, S90, red flag H9 are all possible.
Because the safety positioning of the Volvo brand is too strong, and its own sales are not engaged, people who buy Volvo are basically just needing fans who value safety, so Lincoln Z even if he wants to grab the market with Volvo, he can't grab much. So I analyze that the red flag H9, which has become more popular in the past two years, is probably the biggest "victim".
Some people have said that the user group of Hongqi H9 is very obvious, that is, middle-aged and elderly "patriotic youth", I do not deny this. I have also participated in the offline car owner activities of Hongqi H9, the owner image is very real, there is no shadow of white-collar elites at all, all are middle-aged and elderly greasy men.
So why is the Hongqi H9 patriotic car affected by the Lincoln Z?
That's because the just-needed market of Hongqi H9 is basically saturated, and the incremental market of Hongqi H9 still has to go younger. This is what requires the Faw-hongqi brand to sink over time.
This also gave Lincoln Z a chance. Because the design of H9 is still very avant-garde, if it is not the impression of the red flag brand, not young people will still consider starting with H9 for design. But the appearance of lincoln Z is likely to fool some young people who are because of whether they buy red flags.
Some people may wonder whether the Lincoln Z's model positioning is the same level as the H9. If you have to cut the body data, the Lincoln Z is indeed one size smaller than the H9. But this difference is also the difference between the 5 meters left and 5 meters right of the body, and the wheelbase of 3 meters left and three meters right.
Although the interior is a double horizontal screen design, but the double horizontal screen of Hongqi has become mediocre today, Lincoln Z's 12.3 inches + 27 inches of double horizontal screen, I am afraid it is more in line with the taste of Z generation young people.
There is also an advantage, Lincoln, as an American brand, is not restricted by the market in terms of car and machine chips, so it will perform much better than the same level of products in terms of automatic assisted driving, car machine system, speaker system, and comfort configuration. In this regard, the Hongqi H9, which is subject to the FAW Group, is probably inherently insufficient.
Of course, I use the hongqi H9 as an example, but only because the hongqi H9 is a new product, and recently the wind and water, the so-called wood is higher than the forest wind will be destroyed, Lincoln Z will not let go to grab his market.
Interestingly, Lincoln was also once the role of Hongqi in the United States, and in the 80s, Lincoln imported from China was an extended administrative car, and now the transformed Hongqi and Lincoln compete face-to-face, which may be a coincidence of the market. If you had to choose between the two cars, would you choose the Lincoln Z or the Hongqi H9?