In this era, mastering information is to grasp a certain right, and mastering the hot search code is to grasp the absolute initiative.
In the automotive industry, hundreds of companies are competing for hundreds of companies, thousands of models are blooming, and everyone wants to be on the hot search list.
The early car-making new forces enterprise bigwigs explored the most cost-effective hot search terms through the "Thunder People Thunder Language", the helmsmen of the new and old forces car companies choked each other, the "edge ball" for Bo traffic, the dream linkage of cross-border cooperation, and the interactive marketing that closely followed the hot spots, these Internet marketing methods have been applied by automobile companies.
After the hustle and bustle, these marketing events full of sensory stimulation will soon be covered by new hot spots, and it is those classic cases that have been hitting people's hearts for a long time.
If you really recall, in the past quarter, Lincoln, who frequently appeared on the hot search list, was the most memorable.
In the spring of 2022, Lincoln spent its centennial birthday, and in this historical precipitation, it was a futuristic product - Lincoln Z. With sales volumes rising and the all-electric concept car about to debut, Lincoln is always reminding people that it is rejuvenating!
The intersection of history and reality is the most fascinating, which makes people both caught up in the depths of Lincoln's century-long ups and downs in history and applaud the wonderful future it presents.
Lincoln has become a cultural symbol of the automobile, it has always been people-oriented, touching people's hearts.
01 Luxury has its own way
Sometimes I have to admire the determination and calmness of Lincoln, a century-old enterprise. In this era of entertainment to death, in order to seize the hot search list and do everything to the extreme, there are people who do something and do nothing is a rare quality.
Lincoln Centennial Celebration, even if not hyped up, people will still remember this American luxury brand, it is Chinese heart can not erase the luxury mark.
In the 1990s, Santana and Charlie were the exclusive preserve of the wealthy, and the Audi 100 was the mainstream "official car", an almost dream-like existence in Lincoln City, which sold for more than a million, with a long body and a domineering standard.
Follow-up Lincoln's MKC, MKZ, adventurer Corsair, aviator Aviator, navigator Nautilus and other ace products let more Chinese feel the charm of American luxury.
The technology of the mature and developed automotive industry is internalized into the power of culture, and Edsel Ford believes that the driving experience can change the way we perceive the world and make everything better.
What has supported Lincoln's century-long development is not its speed, not its performance, nor its past glory, but its ability to spark in people's hearts as always.
On February 4, Lincoln celebrated its centennial. Everyone who was touched by Lincoln would bless it.
Mao Jingbo, President of Lincoln China, said: "Standing at a new starting point in the past century, I hope that Lincoln can accompany our customers to witness every unforgettable and important moment in their lives, and truly enter the hearts of customers. For the next hundred years, Lincoln Chronicles was in China. ”
A month later, Lincoln's brand new product, the Lincoln Z, was officially launched for the next generation. This is another masterpiece of Lincoln's localization strategy, representing a new height of Intelligence for Lincoln products.
Some people use the term "the most Lincoln, and the least Lincoln" to describe this car. It removed the combination lock of the Lincoln logo, adopted a new naming method, a new design language, but it showed people what the "Lincoln of the Future" looked like.
Will the next generation of young people love it? This is the starting point for lincoln Z. To this end, we have seen Lincoln launch the Club Z community specifically for Z, through a wealth of activities and fresh information, to attract young people to actively participate, encourage real-time sharing and content co-creation. Lincoln also cross-border linkage of KOLs in various fields, setting off a Z trend on social platforms such as Little Red Book and B Station. Today, the cumulative number of orders for the Lincoln Z has exceeded 5,600 units.
In the sales market, Lincoln sold 19,471 units in the first quarter, achieving continuous positive quarter-on-year growth. Lincoln adventurer Corsair, Lincoln aviator Aviator, Lincoln navigator Nautilus and the new Lincoln Z have formed an unprecedentedly powerful matrix of new domestic models, helping Lincoln to sell 18,919 domestic models in the first quarter, accounting for 97% of sales.
The Lincoln brand attracts celebrities from all walks of life, and also attracts thousands of explorers who dare to chase their dreams, and they are Lincoln's most valuable brand wealth.
The latest news is that Lincoln will release the first all-electric concept car on April 21, which will be the inspiration for the future design of the Lincoln brand's pure electric products.
02 Hot search is not the purpose, but the process
Instead of chasing the so-called hot spots, but internalizing its own power, Lincoln's calmness and calmness are the gifts of time.
Mao Jingbo said: "Every step of Lincoln's growth has benefited from our insistence on doing the right thing. So I don't think Lincoln did anything earth-shattering or did a 'miracle'. In this era of change, it is not easy not to be anxious. Lincoln can come step by step, I think it is 'integrity innovation', with Lincoln's 'four modernizations' innovation to embrace the future. ”
In order to continue to output a luxurious experience for users, what did Lincoln do the most?
Impressively, on March 8 this year, Lincoln created a ceremonial "Queen's Coronation Ceremony" for nearly 800 female car owners, witnessing Lincoln owners entering a new stage in life, preparing birthday surprises for Lincoln owners, and witnessing the highlight moments of Lincoln car owners' career success...
Interacting authentically with the owner and focusing on the experience of people outside the car happens in the "Lincoln Way" all the time. Today, the "Lincoln Way" has been fully upgraded 2.0, and 153 Lincoln dealers in 95 cities across the country provide services to users and bring a new luxury experience with digital means.
The "Lincoln Way" APP software has been newly upgraded, which can realize the coverage of the whole life cycle of users watching, selecting and using cars. Users can make an online reservation through the Lincoln Way App and enjoy the unlimited kilometers and contactless pick-up and delivery service of Lincoln city. Lincoln Mall realizes online "one-click payment" for some limited models, and the process is more efficient. Customers can also log in to all of Lincoln's digital platforms through The Lincoln One ID, truly enabling "smart" convenience.
Lincoln has always focused on the details of the user experience, although these details are not easy to perceive, but mentioning Lincoln always makes people perceive the luxury of temperature.
Complemented by digital means, Lincoln fully embraces the era of intelligence, allowing Lincoln users in this era to connect with the wider world.
As can be seen from lincoln Z, the 12.3-inch + 27-inch through-channel panoramic screen is the carrier of the human-computer interaction system, which can realize the interconnection and voice interaction between the main driver and the co-driver. Through the "time and space tunnel" shuttle to the through-channel panoramic screen, the brilliant nebula creates a gorgeous new Lincoln Nebula human-computer interactive interface, so that the starry sky seems to have a flexible life, presenting an unparalleled visual enjoyment and interactive experience. At the same time, American luxury and oriental culture are innovatively integrated and interpreted through the new intelligent digital assistant, and the new intelligent digital assistant allows players to imagine anthropomorphic and scenario-based intelligent interactive experience. Lincoln Z is also equipped with the Co-Pilot 360TM2.0 intelligent driver assistance system, and the new Lincoln ActiveGlideTM active driving assistance can achieve L2+ level intelligent driver assistance.
Lincoln Z, together with the "domestic SUV three musketeers" adventurers, aviators, and navigators, has built a modern Product Lineup of Lincoln and released Lincoln's intelligent charm in the next hundred years.
Lincoln's hot search code is simple — offering products and experiences that exceed customer expectations, but it's hard to replicate. Who can insist on a hundred years of experience refinement, who can always stand at the head of the times?
After all, deeply rooted in the hearts of the people, it is not just talking.
point of view:
Reaching the essential needs of consumers is the ultimate pursuit of all automobile brands. A century-old Lincoln, there are enough experiences to communicate with consumers, it understands luxury, but also understands luxury brand consumers.
Therefore, Lincoln does not have to tend to the "unspoken rules" of hot search, a car brand with attitude, temperature and story is itself a hot search.
All the way to "keep the innovation", so that Lincoln is always active in the hearts of users, active in the "hot search" front line!