The continuous growth of the new energy market has created a thriving status quo in the industry. But in fact, for some traditional car brands, the current situation is more of a boat against the current, not to advance or retreat, and it is the kind of retreat that falls to pieces. How to find new vitality in the midst of difficulties is the key to the rise of car companies against the market, and Lincoln is one of the representatives.
Sales have reached another record, and the localization strategy is indispensable
Recently, Lincoln China released its first-quarter sales volume, reaching an excellent result of 19,471 vehicles, setting a new record after 19,325 vehicles last year. In fact, it is not easy for Lincoln to have today's achievements. From the 1990s to enter the Chinese market, 2008 for various reasons to withdraw, in 2014 came back again, Lincoln in the Chinese car market can be described as several twists and turns.
After the second return, Lincoln's sales have been in a tepid state, of which there was a substantial increase in 2017, with annual sales reaching 50,000+, and then in 2018 and 2019, most of them stabilized at about 50,000 vehicles, and there has been no greater outbreak, the growth rate began to stabilize, and even a small decline, and the real change occurred in 2020. This year, Lincoln's sales in China exceeded 60,000 units for the first time, an increase of 32% year-on-year, outperforming the 20% growth rate of the luxury car market that year. Then, in 2021, Lincoln's full-year sales hit a record high of 91,600 units, up 48% year-on-year, surpassing the brand's sales in the United States. The main reason why it has been able to usher in such a large increase is that Lincoln officially fired the first shot of localization in 2020.
Lincoln opened the way to localization in 2020 as an adventurer, and this model also accounted for half of its sales that year, with annual sales reaching 30,000+. After the adventurers, the aviators were also launched domestically in the same year, which further enriched Lincoln's model library. After the domestic listing of The Navigator in 2021, Lincoln's "Three Musketeers" was officially established, which is also the key to Lincoln's substantial sales growth last year. After domestic production, not only can the price have a more comprehensive advantage, but its more configuration change that focuses on the needs of Chinese users is a decisive factor in capturing consumers.
Sales in the first quarter of 2022 once again set a record, mainly due to Lincoln's continuous implementation of its localization route. On the basis of the "Three Musketeers", Lincoln once again expanded into new areas. On March 12, the Lincoln Z was launched domestically, which is the brand's first domestically produced sedan, which is different from the localization of the original overseas model, which is a model specially supplied by China. However, unlike previous joint venture brands that use simple "lengthening" to reflect Chinese special offerings, Lincoln Z interprets Chinese special offerings and American luxury from a more practical application.
Including the SYNC+ Zhixing interconnection system that has been seen on the previous domestic models and The new Co-Pilot 360TM 2.0 intelligent auxiliary driving system, lincoln Z is renewed from the inside out, on the basis of retaining the original luxurious tone of the brand, it has added many design elements and configurations that young Chinese consumers prefer, making its Chinese characteristics more distinct. The Lincoln Z also lived up to expectations, and became popular on the market, according to official data, after the listing on March 12, the cumulative orders for new cars have exceeded 5,000.
The "three musketeers" of the SUV camp, the Lincoln Z of the sedan market, and the localization growth rate of Lincoln are gradually accelerating, the road is getting wider and wider, and the model library is constantly enriched. In addition to the domestic strategy, Lincoln's brand concept change and upgrading since 2018 is also the key to its substantial sales growth.
Integrity, innovation, Lincoln's revival is stoic and bold
In 2018, Lincoln China welcomed a key figure who shouldered the responsibility of brand rejuvenation, namely Ms. Mao Jingbo, who has more than 20 years of luxury car management experience and is currently the president of Lincoln China. In the more than three years since Mao Jingbo took over, Lincoln's sales have almost doubled. In her view, this is mainly due to the four words of "shouzheng innovation".
In the Chinese car market where the epidemic is wrapped up, the chip crisis continues, and the "black swan" event continues, some luxury brands with the same situation as Lincoln have chosen the self-help method of killing chickens and eggs, seeking short-term benefits through the price war of the terminal, but the impact on the brand may take exponential time to repair.
And always adhere to the concept of stable price embodiment, which is not only to protect the interests of dealers, for the brand, it is a long-term road, which is also Lincoln's choice. Slowly rising in a more steady and steady way, Lincoln exchanged more restrained forms for the opportunity to recuperate and counterattack.
In terms of channels, Lincoln in recent years has not followed the market status quo of expansion, as of the end of last year, the brand only has 140-150 Lincoln Centers, and it is expected to exceed 160 by the end of this year. Unlike the growth of dozens of dealers or directly operated stores in a single month, Lincoln's sales network growth is more cautious, in addition to restraining blind expansion, it is also the key to Lincoln's protection of the interests of partners, after all, stable, intimate, mutual trust cooperative relationship is more conducive to the long-term development of the brand.
In terms of "innovation", in the past few years, Lincoln has completed the transformation from a traditional American luxury brand to a young and intelligent. In fact, when Mao Jingbo joined Lincoln in 2018, most people's impression of this luxury brand from the United States mainly stayed on the extended version of Lincoln taken by the domineering president in the idol drama, and in more than three years, through the continuous domestic production of models, the continuous upgrading and evolution of Lincoln's way, the brand not only doubled in sales, but also greatly improved the national popularity. From the original 35 years old + the average age of consumers, to the 25 years old + of Lincoln Z, through the layout of products, Lincoln is embracing the market trend of rejuvenation with a more positive and bold attitude.
In the face of the menacing wave of "new four modernizations", Lincoln also began to be electrocuted. In November 2021, the adventurer PHEV was officially launched, kicking off lincoln new energy. According to the news, in 2022, Lincoln or will also launch a pure electric model, and continue to expand the camp of new energy products. In addition, through the continuous upgrading of product intelligence, the transformation of customer digital experience has accelerated, and the American luxury represented by Lincoln has been more displayed.
Under the concept of "integrity and innovation", in the face of the rapidly changing automobile market, Lincoln's way is also constantly evolving. In addition to the product, Lincoln's value marketing system and user experience have also been upgraded. Through the establishment of lincoln way experience centers in many cities across the country, in addition to being able to feel the one-stop service from the purchase of new cars, consumers can experience the American luxury from Lincoln anytime, anywhere and more immersively, forming their own brand value barriers.
Write at the end:
The listing and popularity of Lincoln Z has caused a lot of discussion in the B-class car market, and in the next sales, it can also become a major growth point, injecting more possibilities into Lincoln's counter-trend growth. In fact, the city of Rome was not built in a day, Lincoln once again set a new high in the first quarter of sales, Lincoln in adhering to the brand's own value concept at the same time, but also continue to upgrade the breakthrough, which is in recent years to achieve sales double growth, brand image overall improvement of the key.