In the past decade, the main consumer force of the automotive industry has gradually become younger, and Generation Z has begun to become the main consumer. At present, the automotive industry is facing a major change unprecedented in a century, and when consumption upgrades meet young consumers, this also promotes the innovation of China's luxury car market. This is a microcosm of the current automotive industry, the traditional car companies and the new car-making forces continue to collide and integrate, only transformation and innovation can maintain a place in the future automotive market.
Lincoln is a solid step towards electrification in the future Of The Lincoln Star pure electric concept car dominates the screen hot search
On February 4 this year, the Lincoln brand ushered in the centenary of the centenary, if this century belongs to the era of fuel vehicles, then for the next hundred years will enter the era of electrification, Lincoln has also laid out a clear development route: by 2025, to achieve zero-emission model sales in the global market accounted for more than 50%, and launched three new pure electric models; in 2026 ushered in the fourth pure electric vehicle model.
If these clear plans are the "movement" of the electrification era played by the Lincoln brand, then lincoln's first pure electric concept car, lincoln' first pure electric concept car, which ushered in its global debut today, is the "prelude" to the next century of Lincoln's electrification era.
The Lincoln Star pure electric concept car is not a single model, it will provide future Lincoln electrification product design inspiration, and interpret Lincoln's future design concept. On the Lincoln Star pure electric concept body, you will feel the design style of the future model of the Lincoln brand, and the design concept of the Lincoln brand has once again evolved to the 2.0 era, which has taken the design to a new level, which not only broadens the visual width in terms of functionality, but also can conjure up the avant-garde and dynamic design aesthetics.
At the same time, thanks to the pure electric extensible architecture that supports the rear-drive and four-wheel drive layouts, and the next-generation Lincoln Intelligence System, the Lincoln Star pure electric concept car perfectly demonstrates the Lincoln brand's thinking about future product design and intelligent connection experience. Models built on a pure electric extensible architecture are no longer bound by the internal combustion engine, gearbox and fuel system of traditional fuel vehicles, and can build the vehicle into a flexible "third space", which can be your private leisure place or an office location at any time, whether it is relaxing or working, it can be satisfied at any time.
As for the new Lincoln Connect system, it is different from our previous intelligent car and machine system, it is based on a new electrical architecture, is a truly future-oriented new technology, in the future it will provide every user with a new intelligent interactive experience.
Through detailed design, intelligent connection experience and solutions, the Lincoln Star pure electric concept car shows the re-evolution of Lincoln brand design DNA from the four dimensions of "natural beauty", "human nature", "soaring wings" and "inner realm".
In the dimension of "natural beauty", through the newly designed intelligent lighting technology, the Lincoln Embrace welcome sensor system will present an unprecedented sense of ceremony, enabling the vehicle to exude elegance from the inside out.
The "essence of human nature" dimension, the newly built Lincoln Intelligence System, integrates humanized care into the intelligent interactive experience, so that technology has a temperature.
In the "Wings of Soaring" dimension, Lincoln Star's aerodynamic streamlined body silhouette jumps out, including a newly designed interior space, which together bring customers a comprehensive and leading quiet cockpit and a calm driving experience.
In the dimension of "Inner Realm", the front space of the vehicle where the fuel engine was originally placed was fully utilized, creating two independent exclusive spaces for the front and rear rows of the vehicle, with three rejuvenating and comfortable modes, through-view panoramic screens, bringing customers a truly flexible and changeable "third space"
Mao Jingbo, president of Lincoln China, said: "For Lincoln, it is of great significance to open a new chapter in electrification on the occasion of the brand's 100th anniversary. Today, the development of electric vehicles in China is at the forefront of the world, and the needs of Chinese customers for vehicles are becoming more and more diverse, while the awareness and acceptance of intelligent electric vehicles are constantly improving. Lincoln will seize the historical opportunity of electrification and change, with unique American luxury, the beautiful vision of future smart travel into reality, inject new vitality into the sustainable development of Lincoln in the Chinese market, and live up to the eager expectations of Chinese customers! ”
The birth of the Lincoln Star pure electric concept car is not only the starting point of the Transformation of the Lincoln Brand to the future electrification era, but also highlights the confidence of the Lincoln Brand in the future electrification and intelligent transformation. The release of the Lincoln Star pure electric concept car won the first prize for Lincoln's electrification strategic layout, and under its background, we are more looking forward to seeing the next achievement of the Lincoln brand on the road of electrification transformation.
Inherit the century-old brand heritage, continue to break through and create a new era of development
For Lincoln Motors, a luxury brand with a century-old history, it has experienced almost every important node in the development of the automotive industry, and can always break through itself and find a way to continue to move forward. But the current big change in the automotive industry is more challenging than ever in history. For the Lincoln brand, it is definitely not an easy task to continue the century-old brand history and the iconic American luxury style in the electrification transformation, while constantly innovating and finding the future development direction of the automotive industry.
The brand concept of "luxury, its own way" is the best summary of Lincoln's brand image. The Lincoln brand has a clear judgment of the current automotive industry, it is not satisfied with the current short-lived achievements, with a keen sense of smell for the automotive industry, gradually accelerating the pace of transformation. In terms of product intelligence, experience digitalization, manufacturing lean and network modernization for the future automotive market, the Lincoln brand has continuously increased its weight and opened the prelude to comprehensive changes.
How to define whether a brand transformation is successful or not, the results are the best proof. Even in the early stages of change, the results of Lincoln's brand transformation have gradually emerged. Last year, under the multiple blows of the new crown epidemic and chip shortage, the automotive industry experienced a "cold winter" that had not been seen for many years, and major auto brands complained bitterly and lowered their annual sales expectations. The Lincoln brand bucked the trend in 2021, achieving its best global sales in 21 years and a 7% year-on-year increase. In the Chinese market, Lincoln China set the highest annual sales record since entering China, reaching 91,621 units, an increase of 48% year-on-year, making it one of the fastest growing traditional luxury car brands in the Chinese market.
Behind the achievements, one of the important reasons is the unswerving implementation of the localization strategy, three new cars in three years, Lincoln Adventurer, Lincoln Aviator, Lincoln Navigator, these three domestic SUVs help Lincoln continue to refresh sales records. In 2021, the Lincoln Adventurer sold more than 50,000 vehicles a year, setting a record for a single model since Lincoln entered China for 8 years.
Entering 2022, the Lincoln brand continued its growth momentum, selling 19,471 vehicles in the first quarter of this year, a record for first-quarter sales. Under the challenge of repeated epidemics and chip shortages, the Lincoln brand has been able to achieve continuous quarterly positive year-on-year growth in China, which is not easy for auto brands.
The Lincoln Adventurer sold a total of 10,915 vehicles in the first quarter of 2022, winning the Lincoln Single Model Quarterly Sales Championship again and winning the Lincoln Single-Month Sales Championship for 23 consecutive months; the new generation of Lincoln Navigators sold 5,105 units in the first quarter of 2022; the new Lincoln Aviator sold 2,216 units in the first quarter of 2022; and the new Lincoln Z, the "Smart Collar New Generation Car", was officially launched on March 12, and the cumulative orders by the end of March had exceeded 5,600 units.
President of Lincoln China Mao Jingbo
The Lincoln brand in transition continues to show us excellent stage results, and the Lincoln brand is still not proud and complacent about getting better and better. Mao Jingbo, president of Lincoln China, said: "In the face of achievements, we must remain sober, think of danger in times of peace, and must not indulge in the joy of success and cannot extricate ourselves." The market is cruel, and success is reserved only for those who are prepared. ”
Directly hit the heart of Generation Z "smart collar new generation car" to consolidate the advantages of intelligence
The new Lincoln Z listed this year is another masterpiece of the Lincoln brand's unswerving promotion of localization strategy, as a "smart new generation of cars", it has elevated the intelligence of fuel vehicles to a new height, and once again consolidated the leading edge of the Lincoln brand in product intelligence.
For young users, buying a car is not just about driving a car, they pay more attention to the "circle layer", and they hope to be able to identify with others. The Lincoln brand has keenly captured the careful thinking of young users, created a "social tribe" for young people, and created a new user ecology through digital marketing.
Among them, the Lincoln brand launched an online community Club Z on the Lincoln Way App, in the community, Lincoln through the organization of a wealth of activities, push fresh information, so that young people more involved, so that they are willing to take the initiative to share or participate in content co-creation. Since its launch in November last year, Club Z has surpassed 50,000 registered users, with a monthly activity rate of nearly 70%, and more young people are involved and willing to stay here, which stems from the sense of participation and belonging that Club Z gives them.
In addition, the Lincoln brand has also created a Channel Z event area for the new Lincoln Z on the e-commerce platform. In the activity area, users can interact with the "Z squad leader" with one click; they can also realize 360-degree panoramic appreciation of the new Lincoln Z without leaving home; if users are interested in the new Lincoln Z, they also support instant online booking in the community. Such a complete online vehicle experience allows users to more immerse themselves in the trend charm of the new Lincoln Z.
Write at the end
What is the definition of luxury car? The most intuitive and easiest for consumers to appreciate is the product. But in the final analysis, luxury cars can not be limited to products, not only to have a brand heritage that has been passed down for many years, but also to give users a service experience beyond expectations, which makes a luxury car brand image more plump, not only a cold product, but a warm emotional exchange center.
This is also the concept that Lincoln has always insisted on conveying, as Mao Jingbo said, "It is a perceptible brand power, this power, not only lies in the unique American luxury design, but also focuses on the people-oriented exclusive experience and the brand temperature that impresses the heart." ”
The centenary of fuel vehicles has come to an end, starting with the Lincoln Star pure electric concept car, Lincoln's next hundred years have begun, moving towards an electrified future.