Lead
Introduction
Lincoln, who has a century of glory, will continue to uphold the brand proposition of "luxury has its own way" and continue to create more surprises for Chinese consumers.
Author 丨 Yang Jing
Responsible editor 丨 Cao Jiadong
Editor 丨Zhu Jinbin
"What about the Mercedes-Benz C-Class, BMW 3 Series and Lincoln Z?" If you search for the three words "Lincoln Z" on Weibo during this time, in addition to the full screen of test car videos, the rest is the netizens' car purchase consultation. Many people may wonder what kind of car the Lincoln Z is, and how it suddenly broke into the public's field of vision.
To understand the strength of the Lincoln Z, we must first look at how cruel the competition for luxury car brands mid-level cars is. For a long time, BBA-led products have occupied the forefront of the market segment, even with the impact of Brands such as Lexus, Cadillac and Volvo, it is still difficult to shake its position.
This impact is not only in terms of sales, but also from the impact on consumer psychology. So, for a long time, the automotive industry has also been constantly asking, is there really no way for other luxury brands to follow? The answer is of course no, when the tide of electrification and intelligence hits, new forces such as Tesla and Weilai have emerged in the luxury car market with genes such as intelligence, technology and service.
Luxury, technology and temperature are becoming the most important parts of car purchase for consumers today. Just like Lincoln has always insisted on taking the American luxury experience as the center, constantly expanding the boundaries of automotive products and customer service; taking the localization strategy as the radius, it has continuously made breakthroughs in intelligence and digitalization, becoming a "new luxury force" in the new era.
Lincoln Z's "hot search physique" is a microcosm of the Lincoln brand's reputation in the Chinese auto market. Lincoln used disruptive and innovative thinking to create a "smart new generation of cars" to form an emotional connection with China's younger generation of customers and continue to pass on this emotion.
Excellent products create a hot search physique
In the face of the general trend of consumption upgrading in the luxury car market, in view of the changes in users' demand for personalization, youthfulness and intelligence, who can keep pace with the times to ignite the hormones of young people will have the opportunity to get the next round of the market. Lincoln has a unique and localized interpretation of this.
Lincoln Z is such a comprehensive turn to youthful products, but also Lincoln China's breakthrough in the luxury car market magic weapon. Whether from the perspective of positioning or product strength, this car profoundly reflects the change in Lincoln Automobile's attitude towards the domestic market. When you get to the bottom of your step, sales will become a natural success.
Under the wave of electrification and intelligence, the fierce competition of luxury brands is also intensifying, and the pace of new product launch and product competitiveness of major brands is particularly important. Lincoln Z not only adopts a new design language, but also carries an intelligent configuration far beyond the same level, becoming a new car that has both an electric vehicle design sense and a smart car technology sense.
By the end of March, Lincoln Z had accumulated orders for more than 5,600 units, which is enough to stand out from other second-tier luxury brands of mid-level cars. But the data performance is only one aspect, more importantly, lincoln behind this deep insight into the trend of China's car market, and always from the customer demand, to bring more suitable for the Chinese luxury car market products, to strengthen the competitiveness in each market segment.
This is the case with the Times Lincoln Z, and the same is true of the Lincoln SUV matrix products that have long been domesticated. Lincoln China has launched three domestic models of adventurer, navigator and aviator, which enhance the comprehensive strength of Lincoln brand products with the quality and strength of the leapfrog and the courage to dare to be the first.
Thanks to localization and the launch of a number of new models, Lincoln's voice has reached a high level in recent years. The rapid landing of domestic models represents that the Lincoln brand is entering the fast lane in the Chinese market, and Lincoln has achieved an unprecedented "Chinese speed" in product promotion.
The domestic SUV "Three Musketeers" has supported Lincoln's current sales, and the new Lincoln Z has filled the gap in the luxury car in the product lineup, and will also empower Lincoln's intelligent and youthful brand. Lincoln's localization of China's product camp not only reflects Lincoln's attitude of actively embracing the domestic luxury car market, but also expresses Lincoln's determination to deepen the Chinese market.
In recent years, the Chinese car market has shown two extremes, on the one hand, the overall passenger car market has ushered in a complete winter, and on the other hand, the luxury car market has shown a thriving performance. However, second-tier luxury brands have always competed in the strategy of exchanging price for volume, and the result is the loss of brand value.
On the other hand, Lincoln Motors, whether it is the SUV "Three Musketeers" or Lincoln Z, is not a short-term benefit brought by price for volume, but adheres to value marketing, provides high-quality products and experiences, gives full play to its own advantages, brings more value to customers, and ultimately creates benign sustainable development.
Taking the differentiation strategy as an opportunity to reshape Lincoln China's value chain system with the comprehensive innovation of product strength as the sword. The new domestic model matrix represented by Lincoln Z has won a place belonging to the American luxury brand in the luxury brand market that has always been dominated by BBA.
The philosophy behind hot search
The popularity of lincoln Z is just the tip of the iceberg of Lincoln Automobile's outstanding performance in the Chinese automotive market. The original intention began with the user, but also began with the deep insight into the Chinese automobile market, the century-old Lincoln after more than two years of accumulation in China, play the American luxury concept and the "Lincoln Way" brand source power, constantly seek changes and breakthroughs, with hard-core products, leading intelligence, exclusive services to win the favor of more consumers.
Why does Lincoln Stand Out from the Fierce Competition for Luxury Brands? Mao Jingbo, president of Lincoln China, summed up the following reasons: first, adhere to American luxury; second, adhere to value marketing; third, adhere to the "Lincoln way"; fourth, adhere to China's "intelligent" manufacturing.
All along, in the industry's default rules, buying luxury brands buys services. As we all know, the "Lincoln Way" is Lincoln's distinguishing weapon from other luxury brands. Lincoln's proud "Lincoln Way" has maintained a leading position in the field of customer experience since its inception.
While the Lincoln brand has comprehensively accelerated its strategic layout in China, it has also accelerated the digital transformation of customer experience. Lincoln has insight into the rapidly changing consumer trends and dynamics, took the lead in laying out digital services, comprehensively opened up online and offline customer contacts, achieved efficient connections, and provided Chinese customers with a respected customer service experience in which technology and humanization coexist.
As the benchmark of customer experience in the industry, "Lincoln Way" 2.0 is fully upgraded, with intelligent and digital continuous innovation, so that the beautiful moments of life occur in Lincoln, while relying on the six-star personalized experience, to create a warm, humane, customized, long-term emotional link-based customer experience, and gradually establish a new type of customer relationship "always online".
Lincoln Motor not only turns the showroom into an "American luxury club"-style place, but also brings customers a full range of customer experiences online and offline, covering the whole journey of car purchase and use, so that customers can truly feel at ease. At the same time, Lincoln also creates personalized services according to different customer groups, such as Her way is an influential female car owner service platform in the luxury car market, which can not only customize various intimate services, but also provide a stage for female customers to show charm and share and transmit female power.
Lincoln, who has a century of glory, will continue to uphold the brand proposition of "luxury has its own way" and continue to create more surprises for Chinese consumers, while the Chinese market will also repay such a brand with unique charm. Under the background of the "lack of core" and repeated epidemics in the global automotive industry, Lincoln China has maintained an upward trend, continuously breaking new sales records, and creating the "Lincoln phenomenon" widely respected by the industry.
In the first quarter of this year, Lincoln China still set a first-quarter sales record of 19,471 units. It can be seen that the Lincoln domestic SUV Three Musketeers have gained a firm foothold in the Chinese market. This also means that Lincoln Automobile, a century-old luxury brand, is well versed in the way of "not breaking and not standing", innovating in "insisting on doing the right thing", and creating its own fast lane of development.
In just two years, the domestic SUV "Three Musketeers" adventurers, navigators, and aviators have continued to improve, and the first domestic car, the Lincoln Z, is also full of momentum, helping Lincoln to expand its territory in the Chinese market, and its sales performance in the market is booming. In the fierce market competition, Lincoln gradually found its own rhythm and pace. The upcoming release of Lincoln's world's first pure electric concept car on April 21 will be the inspiration for the future design of the Lincoln brand's pure electric products, and everyone is full of expectations.
As the movie "A Generation of Grandmasters" said, "The so-called big era is just a choice." If you choose the right one, the times are in your own hands. After several years of refining, the product matrix of this long and young luxury brand has taken shape, successfully found its own way, appeared more and more frequently in the hot search list and consumer purchase list, and gradually gained a foothold in the luxury car market.
| Yang Jing |
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