In 2021, Lincoln achieved the best global sales in nearly 21 years; Lincoln China set the highest annual sales record since entering China;
In 2022, Lincoln China set a record first-quarter sales volume.
……
In addition to the eye-catching sales figures, Lincoln also entered the ranks of "century-old brands" in this year, and quickly completed the listing of the fourth domestic model new Lincoln Z in China, and the "Lincoln Way" entered the 2.0 stage... A series of achievements and actions have given Lincoln a "hot search halo" and become the focus of market attention. On April 21, the Lincoln Star pure electric concept car made its world debut, showing the century-old brand's vision for the future of electrification.
From traditional fuel vehicles to intelligent electric vehicles, standing at the intersection of major changes that have not occurred in a hundred years, what kind of posture will Lincoln use to open the "next hundred years"? How are these "hot search auras" refined?
1
Guiding the direction of future luxury and creating a "third space"
To be honest, the moment I saw the Lincoln Star, I didn't associate it with the word "subversion", but rather had a sense of peace, continuing the Lincoln brand's usual luxurious temperament. This may be the accumulation and calmness after a hundred years of history, not blindly chasing hot spots, but also allowing you to feel the infinite possibilities of the reserve.
In this concept car, we see a re-evolution of the Lincoln brand design concept, expanding the horizontal visual width while creating an avant-garde dynamic posture. Yipinjun noted that Lincoln Star is particularly good at creating a full sense of ceremony and bringing the emotional connection between vehicles and people through the fusion and application of design, lighting, screens, fragrances and sound effects. This may be another experience of Lincoln's "luxury has its own way."
If the concept car of the fuel car era is more about a driver's car, then Lincoln Star is more like creating a "third space" for users. As Joy Falotico, President of Lincoln Worldwide, put it: "This concept car fully demonstrates Lincoln's definition of the luxury car of the future, and we have built the vehicle into a 'third space' for our customers, creating a truly 'inner world'." ”
Flying wing suspension instrument panel
Inside the car, the flying wing suspension instrument panel combined with the penetrating panoramic screen shows a new direction in Lincoln's interior design aesthetics. Three rejuvenating and comfortable modes work in tandem with the Lincoln Embrace welcome sensor system to control sound, fragrance and mood lights throughout the cockpit, interwoven with high-definition animations and symphonies, immersing customers in a digital "inner world". The front seats rotate 360 degrees, and the immediate effect is to allow passengers to interact face-to-face.
Separate front and rear wrap-around seats
Of course, the wide wrap-around seats in the semi-reclining posture, independent storage space and leg rests, luxurious wine cabinets, transparent side columns, and through-the curved screens are all more obvious to Lincoln's love for the "rear row". The Lincoln Star pure electric concept car also brings a digital briefcase based on the "Lincoln Digital Companion" concept, that is, intelligent storage space, which not only protects and charges the notebook or tablet, but also enables wireless charging and real-time monitoring of wireless information input when you put the device into a specific area of the open back door. Through seamlessly connected digital experiences and more intuitive human-machine interfaces, vehicles are not only private retreats, but also extensions of office scenes.
"Digital Briefcase" based on the concept of "Lincoln Digital Companion"
With this global debut, Lincoln has once again attracted widespread attention in the industry, followed by the successive development of Lincoln's electrification strategic layout. It is reported that by 2025, Lincoln will launch three new pure electric models, and achieve the goal of more than 50% of the global market zero-emission model sales, and the fourth pure electric model will be officially launched in 2026.
The arrival of the Lincoln Star pure electric concept car has once again increased Lincoln's "hot search aura", but the outside world is more curious about how Lincoln's hot search physique is refined?
2
"Speeding" driving, full expectations
In the past two years, Lincoln's performance in China's luxury car market has been impressive, not only achieving rapid development in sales, but also practicing internal skills in localization, channels, customer service and other aspects.
In the first quarter of 2022, in the case of the year-on-year decline of most luxury brands, Lincoln achieved positive growth with 19471 vehicles, Lincoln adventurer Corsair, Lincoln Aviator, Lincoln Navigator Nautilus and the new Lincoln Z sold a total of 18,919 units, accounting for 97% of sales.
Among them, the first domestic model Lincoln adventurer Corsair sold 10,915 units, winning the Lincoln single-month sales crown for 23 consecutive months; the medium-sized American luxury Lincoln navigator Nautilus sold 5,105 units with the balanced strength of "luxury all aspects"; and the large American luxury SUV Lincoln Aviator sold 2216 units. At the same time, the first domestic car launched on March 12, the new Lincoln Z, has exceeded 5,600 orders by the end of March. In particular, Lincoln Z not only brought Lincoln back to the sedan track, but also fully demonstrated Lincoln's bold breakthrough in intelligent technology and met the dual needs of young users for "luxury + intelligence".
Under the unfavorable background of global chip shortage and repeated epidemics, Lincoln China can be described as a "high-energy start" and full of expectations of the industry, which has Lincoln's own thinking and actions behind it.
3
Launch products and experiences that exceed customer expectations
Mao Jingbo, president of Lincoln China, said that providing excellent products is the best way to communicate with brands. The Lincoln brand is still relatively young in China and needs more accumulation. The fastest way to let everyone know the Lincoln brand and establish brand positioning must rely on products.
This kind of understanding and communication is a two-way street, on the one hand, the outside world is knowing Lincoln, on the other hand, Lincoln is learning to read young Chinese consumers. As Lincoln said, we used to ask, "What are the advantages of our products?" Who are our competitors? But now what we should pay more attention to is: "What are the pain points of customers?" How to get customers excited? ”
In terms of the most popular intelligence at present, in some eyes, it may just be a pile of data, but Lincoln believes that intelligence is not a showmanship, but to make technology people-oriented through scenario-based and personalized ways. We see that whether it is the "domestic SUV Three Musketeers" or the new Lincoln Z, have created a complete set of car experience with Lincoln brand characteristics, through sound, light, electricity, sound to achieve emotional communication between vehicles and users is the result of fully standing in the perspective of user experience.
In addition to the product level, Lincoln also embodies the connection between online and offline, building a new type of customer relationship that is full-time and all-round, "always online". Nowadays, the "Lincoln Way" application software has been fully upgraded to the "Super App" super application to meet the needs of customers to see cars, select cars, and use cars throughout the life cycle; Lincoln Mall has realized some limited models online "one-click payment". Offline, the "one-day store manager" can really let the owner participate in brand building and create a more confident and calm "Lincoln Way"; the "Lincoln Moment" exclusive customization service gives the owner a more ritualistic sense of life. The worry-free and convenient smart pick-up and delivery service brings customers a comfortable car experience.
President of Lincoln China Mao Jingbo
Perhaps many people are wondering whether Lincoln has any tricks in the past two years, but Mao Jingbo, president of Lincoln China, once said that Lincoln's development path, there is no other option, only to strive to launch products and experiences that can truly exceed customer expectations, out of the Lincoln brand's unique "luxury has its own way".
It sounds unpretentious, but Lincoln's achievements seem to say it all.