Recently, Lincoln's new medium-sized sedan- Lincoln Z ushered in the listing, the price range is 252,800-34.08 million yuan, compared with the pre-price of 255,000 yuan, down a few thousand yuan, talk about the heart. Here it must be admitted that Lincoln has done a good job in controlling the rhythm of the product layout. "Domestic Three Musketeers" adventurers, aviators and navigators have entered the market, with a high cost performance and misplaced play, and soon gained a foothold in the luxury SUV market. Now, when there is still enough staying power, it is also considered to be a direct return to the luxury car market.
From the perspective of product performance, Lincoln Z can also be regarded as full of sincerity, and the configuration of the same level of rare configurations such as through-line light strips, welcome blankets, induction pop-up door handles and so on can be seen in Lincoln Z. The new 12.3-inch + 27-inch through-center control screen, although it lacks some design sense, but it directly fills the atmosphere of technology in the car. The power combination of 2.0T+8AT is also easy to use on a medium-sized sedan, of course, the ANC active noise cancellation function that is standard in the whole series also allows the tranquility of lincoln Z to be guaranteed to the greatest extent.
The configuration beyond the same level and the new design style do make the Lincoln Z full of novelty and sincerity, but if you want to achieve a big sale, you still need to face various tests. The first is that due to the "binding" relationship with Ford Mondeo, the luxurious aura of Lincoln Z is greatly reduced.
As we all know, Lincoln has stopped the car business in the North American market, in a sense, this car has been regarded as a category of "special car", and the car company in order to save R & D design costs, directly borrowed from the Ford China Design Center based on the aesthetic needs of the Chinese market to create a design language, that is, with Ford EVOS, Ford new Mondeo face, and the engine model is also CAF488WQC2.0T engine. So we see that in addition to the slight differences in the details of these three cars, the overall silhouette, size, interior and even power performance are very close.
Compared with Mondeo, where is the sense of luxury and luxury reflected in Lincoln Z and Mondeo? This is lincoln's first question to explain, separating the line between luxury and ordinary, and it is not something that can be compensated for with some fancy configuration. Just like cadillac and Buick Chevrolet, although the engine is the same, but the former is a rear drive, no rear drive is not luxurious. Judging from the current product performance of Lincoln Z, there is no higher-order evidence than Mondeo.
Although the Lincoln Z shouted the slogan of benchmarking the BBA 34C, the configuration of the horizontal front drive + McPherson front suspension inevitably seemed a bit blank and weak in the face of the longitudinal rear drive or four wheel drive of many luxury models, as well as double wishbones and multi-link bars. If you want to learn from Lexus ES and Volvo S60, brand appeal and terminal discounts are undoubtedly two mountains in front of Lincoln Z.
After the localization of Lincoln, the domestic luxury market has indeed improved slightly in recent years, and this year is also the 100th anniversary of the birth of the Lincoln brand, and the heritage can also be regarded as there. However, for the domestic market, Lincoln is still in a nascent stage in brand building, whether it is in the brand premium ability, recognition and market recognition have a long way to go. Not to mention the BBA, compared with the influence of second-tier luxury brands such as Cadillac and Volvo, Lincoln also has a big gap.
Therefore, to learn the play of lexus's brand power feeding back product power, it is currently impossible to play. Similarly, like Volvo's "price for volume", Lincoln can not afford to play, because it is also necessary to leave enough living space for the new Mondeo on the same platform, otherwise it is easy to have a fratricidal situation.
Judging from the pricing and vehicle configuration of Lincoln Z, this car may not be as everyone says in the future, with BBA and a number of second-tier luxury brands to die, and the final opponent may be able to explore the B-class high-top models of ordinary brands, such as Camry, Asian Dragon, Accord, Tianlai, Passat Maiteng and the like. With the blessing of luxury brands, Lincoln Z can completely get a piece of the pie in the gap between luxury brands and ordinary brands through the way of "dimensionality reduction strike". After all, the same price, the configuration is not much different, people are obviously more willing to choose a more loud model.
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