After falling from heaven in two years, why did Lincoln, who entered the palace for the second time, not sell well again?

In the Chinese market, although there are not many domestic luxury brands, there are indeed few with a high sense of existence. After all, for most consumers, the first consideration to buy a luxury car is a first-line brand such as BBA, driving out has both face and quality assurance, if the budget is not so sufficient, everyone will also choose Lexus, Cadillac, Volvo and other second-tier camp luxury brands, after all, these are very representative in the luxury fuel vehicle market.

However, with the rapid rise of new forces in car manufacturing, the life of luxury brands is not as comfortable as expected. Especially in the second-tier camp, the perennial price increase Lexus sales have suffered a cliff-like decline, and Cadillac and Volvo have to rely on fracture price cuts to maintain sales. In addition, Lincoln, who entered the second palace in the Chinese market, only took two years from soaring sales to plummeting sales.

You know, Lincoln has always been an unpopular brand. Due to its long-term absence from the Chinese market, its recognition in the minds of domestic consumers has not been high. Compared with a number of luxury car brands, its sales have long been at the bottom of the list. But in recent years, with the successive launch of the "domestic Three Musketeers" (that is, adventurer, navigator, aviator) models, Lincoln's sales in China are actually slowly picking up.

For the full year of 2020, Lincoln's total sales reached 61,761 units, a year-on-year increase of 32%, which is the first time that Lincoln set a record for the highest annual sales since entering China. In 2021, Lincoln's sales continued to climb, reaching 91,621 units for the full year, a year-on-year increase of 48%, once again setting a record since entering the Chinese market. The reason behind this is very simple, from the most popular domestic SUV market, three domestic products, plus the configuration of each car is also very generous, so the skyrocketing sales of Lincoln is also reasonable.

For a while, Lincoln was also known as a model of the second palace in the Chinese market. Just unexpectedly, Lincoln's fall also came particularly quickly, and after entering 2022, the luxury brand went downhill. For all of last year, Lincoln sold just 70,000 units, down 13.5 percent. In the first half of this year, Lincoln's retail sales were only 29,276 vehicles, down 15.5% year-on-year. In August 2023, Lincoln's sales fell by 3,916 units, down 50.3% year-on-year.

It is clear that the monthly sales of a luxury brand have fallen to less than 4,000 units, which is indeed a move to return Lincoln to pre-liberation. So why did Lincoln go from skyrocketing sales to falling in just two years?

On the one hand, as a luxury brand, many models of Lincoln are suspected of "changing shells". After domestic production, Lincoln has co-line production with Ford and parts are shared. Therefore, today's domestic Lincoln models seem to be able to find a replacement in Ford, such as the adventurer corresponding to Ford Ruijie, the navigator corresponding to Ford Ruijie, etc., so that many people with insufficient budgets have turned to buy Ford, after all, Lincoln's brand influence is not large, compared to other luxury cars.

On the other hand, the slow transformation of electrification is also the reason why Lincoln is gradually losing competitiveness in the market, the first-line luxury brand BBA, including Lexus, Cadillac are constantly increasing the new energy products, but Lincoln's electric vehicle is still in the concept car stage, and the only PHEV model has almost no presence in the market. Traditional independent brands are constantly impacting the high-end new energy vehicle market, and new car-making forces are gradually eating away at the share of the luxury car market.

Write at the end

Once, the listing and hot sales of the "Domestic Three Musketeers" was a good beginning for Lincoln to re-enter the Chinese market, making people change their perception of it, after all, there are still many people in China who like this American luxury brand. It's just that the changes in the auto market are too fast, especially after entering 2022, the soaring oil prices and the impact of chip factors have led to a leap in new energy vehicles at this time, which also makes traditional luxury brands such as Lincoln very uncomfortable, and it is indeed not easy to turn over again.

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