Written by | Chu Yunwen
How hard is it to get on a hot search? It may be a difficulty that racks your brains and tries to do it, but it can't be achieved.
In the current era of informatization, having a "hot search physique" is something that countless individuals and brands dream of, and having a hot search means mastering the first-mover advantage in their field.
In the automotive market, many brands are fighting, especially in the current era of homogenization, many car companies have issued such a question: how to catch people's attention? How to open up new routes? How to frequently enter the hot search list?
In this regard, some brands have given phenomenon-level products, and some have given subversive remarks in the industry, but under the coverage of information flow, a flash in the pan obviously cannot stay in people's hearts for a long time.
However, under such a time node, the Lincoln brand has frequently appeared in the eyes of everyone, and the term "hot search physique" has also been added.
Lincoln ushered in its centenary this year, followed by a new product concept and development direction, the intelligent breakthrough of the new Lincoln Z, coupled with the electrification of the Lincoln Star pure electric concept car, a series of actions have told people that this century-old brand is exuding new life and vitality.
Do not blindly follow the hot spots, but build yourself into hot spots; do not follow the tide, and constantly seek breakthroughs as the development direction. And this is the root of its hot search.
A century-old brand that has been pushed into the hot search
A century of history in front of a brand shows two sides, is it based on the accumulation of brand culture to continue to inherit? Or do you break the shackles and show a new look? Apparently Lincoln chose the latter.
There is no doubt that Lincoln is a brand that has achieved global success and has long been labeled As American luxury in people's minds.
However, in the history of a century of development, Lincoln did not grasp these points, but in various fields and eras, innovation and breakthroughs were taken as the foundation of brand development.
The all-in-one body structure, standard air conditioning, keyless entry, and the full-size SUV market are all innovative products of the Collision of the Lincoln brand with the times for the first time in history.
In 2014, Lincoln officially entered the Chinese market; in 2020, Lincoln began to localize the Chinese market, and the following year, Lincoln China created the highest sales record since entering China, with sales of 91,621 units, an increase of 48% year-on-year, becoming one of the fastest growing traditional luxury car brands in the Chinese market.
The good momentum of development has always attracted Lincoln's attention. After completing the matrix created by the adventurer Corsair, Lincoln aviator Aviator, and Lincoln Navigator Nautilus, Lincoln continued to exert efforts. In the first quarter of this year, the first domestic car, the new Lincoln Z of the "Smart Collar New Generation Car", was officially launched on March 12.
Lincoln Z is entering the more competitive luxury car market, in the face of many opponents, you will find that Lincoln Z has always maintained a high topicality, some people will say that this "not like Lincoln" car, but this is a "most Lincoln" car.
In the face of the transformation of consumer demands and the rejuvenation of the group, the new design language and more targeted intelligent product features have become the main features of Lincoln Z.
Obviously, in Lincoln's eyes, the product will not be limited to the traditional American luxury framework, on the contrary, how to define the American luxury at this point in time? The question is up to you.
The emergence of Lincoln Z has broken our understanding of the century-old car brand tradition, if Lincoln did not have the courage and courage to break through himself, perhaps what we saw was a decent traditional American luxury car.
In Lincoln's localization strategy, "wisdom" is Lincoln's first step in the domestic market, based on which the products have already obtained hot search attributes in the market, how to take the next step on the basis of this success? The answer is electrification.
The future hot search Lincoln is going to be fixed
Nowadays, the automotive industry is facing unprecedented changes, intelligence and electrification are the themes of the future for a period of time, which will also be a new starting point for major brands.
On April 21, Lincoln's first pure electric concept car, the Lincoln Star, officially ushered in its global debut, which triggered a strong response around the world as soon as it was unveiled.
Lincoln is named after the "star", and its meaning is that Lincoln Star is like a rising star, leading the product design direction of the Lincoln brand in the future electrification era, for this pure electric concept car, we need to focus on two points.
The first is the pure electrically expandable architecture, we can infer that most of the products mass-produced by Lincoln in the future will come from this architecture, which has the advantage of giving designers more room for development while meeting the design and planning of mechanical components by engineers.
Freed from the shackles of traditional combustion engines, gearboxes and fuel systems, Lincoln believed that the interior of a vehicle needed to be a flexible "third space", which could be a private leisure place for customers or an extension of the office scene.
The second is the next-generation Lincoln Connect system, which not only realizes the interconnection between cars and vehicles and infrastructure, but also is equipped with the next generation of leading intelligent driver assistance functions, such as Help Me See and Park for Me functions.
In addition to the above two points, lincoln brand design DNA has also evolved with Lincoln Star to the 2.0 era, reflecting the design direction of Lincoln's future electrified products.
To put it simply, through the current Lincoln Z paving, let us have a new understanding of the century-old luxury brand in the field of intelligence, based on this, the emergence of this concept car makes us have more expectations for the future Lincoln in electrified products.
We wonder, what new experiences will Lincoln bring us in the future? And as the spokesperson of American luxury, how will the new architecture refresh our understanding of the space inside the car? For the future direction of hot search, Lincoln has put it in his hands.
In Lincoln's planning, the future will be led by Lincoln Z and the new adventurer, of which the Lincoln Z will launch a hybrid version of the oil-electric model, and the adventurer has launched a PHEV plug-in hybrid product.
By 2025, Lincoln plans to launch three pure electric models, achieving the goal of more than 50% of the global market's pure electric vehicle sales, Lincoln's fourth pure electric model will be officially launched in 2026.
At present, there is no doubt that it is a good time for Lincoln to transform, Lincoln's first centenary is from the US market, and then to the world, as for the second century, China's large single market has obviously become a part that cannot be ignored, especially the domestic market has been paved and explored in the field of new energy.
As Jim Farley, President and CEO of Ford Motor Company, put it, "We're going to bring Lincoln into the digital connected era with a unique array of electrified products that will truly change the way customers interact with the Lincoln brand." ”
Behind the hot search is Lincoln, who understands China better
"A person will stay in one thought for a long time, so he may be bound by his hands and feet." When a brand is tied to the hands and feet, it will lose the momentum to move forward, for a century-old brand, it is not simple to let go of the burden of idols.
Lincoln's localization strategy and electrification plan undoubtedly shows its spirit of adventure and innovation throughout, but more importantly, Lincoln is using the thinking of domestic users to sort out its own development path.
Lincoln is becoming a Lincoln who knows China better and knows more about domestic consumers.
First with the SUV to open the market to seize the domestic consumers' preferences for products, and through high-quality products to establish the reputation of consumers, in the first quarter of this year's repeated epidemic and chip shortage environment, set a record for quarterly sales of 19471 units.
Looking at the changes made by Lincoln Z for today's young consumers, it is difficult to imagine that the first car built by Lincoln localization is so targeted, not only for the needs of consumers, but also for the development trend of the overall industry.
In addition, in recent years, led by new forces, they are pushing the concept of user ecology, which is actually very understandable, which plays an attractive role for consumers who hold coins for purchase, and continues to increase stickiness for users.
In this regard, Lincoln has also begun to cross-border linkage of KOLs in various fields, setting off a wave of Z on social platforms such as Little Red Book and B Station, resonating with topics similar to product characteristics and naturally draining. And also for Lincoln Z owners and young people to create an online community Club Z, the current registered users have more than 50,000.
Rather than passively adapting to the market, Lincoln chose to take the initiative and further strengthen the connection with users in areas other than products.
Lincoln takes the "American Luxury Club" as the design concept, integrating the purest American luxury experience, vivid and rich integration of digital interconnection, diversified ecological customer co-creation experience space, redefining Lincoln's future retail experience. As Mao Jingbo, president of Lincoln China, said, "I look forward to being able to accompany our customers to witness every unforgettable and important moment in their lives, and truly enter the hearts of their customers." ”
More understanding of the needs of the Chinese people, that is, more understanding of how to grasp the hot search code, for Lincoln at a new starting point, it is worth more expectations. 【iDailycar】