Back two years ago, the Lincoln Z, as the first sedan on Lincoln's domestic road, was pinned on the high hopes of "being an instant hit" like the adventurer, and opened up a new sales growth point. But the reality always backfired, except for the monthly sales that year was close to the "2,000 mark", and then only about 1,000 vehicles per month contributed to the account.
In the most recent March, Lincoln Z sold 944 units, which is not as good as the Hongqi H6 with monthly sales of 1,078 units in the mid-size luxury car market, and is far behind the Volvo S60 with monthly sales of 1,541 units. Looking back on the past six months, the sales of Lincoln Z have not been able to get rid of the "triple digits", and the market performance has never improved, basically at the same level as Jaguar XEL. Why does Lincoln Z always "fail to sell"? It has become a question that haunts the minds of car owners and prospective car owners.
Purely from the perspective of product power, the Lincoln Z can be regarded as a "sincere work" of the same class model. When Audi A4L and BMW 3 Series still use the "fish screen", Lincoln Z has introduced a 12.3-inch LCD instrument + 27-inch central control screen, with a rich car machine ecology, and has the ambition to subvert the luxury market. Its wheelbase is 2930mm, and it is equipped with a standard 2.0T+8AT gearbox, which is to create an "honest man" car design, at least from the data and configuration table, Lincoln Z shows an absolute advantage.
There is no doubt that the popularity of the Lincoln Adventurer is destined to have something to do with its "dimensionality reduction strike" pricing, and the Lincoln Z also follows this principle. Compared with the starting price of 252,800 yuan at the beginning of the launch, the starting price of the new Lincoln Z launched in March this year has been adjusted to 235,800 yuan, and the mid-to-high-end model is equipped with a hybrid version with faster acceleration and lower fuel consumption.
Obviously, the reason why Lincoln Z is not popular may not lie in the product itself. When the consumption balance is tilted towards the demand side, the factor that determines the purchase choice often lies in the user's willingness. As Mercedes-Benz, BMW, and Audi models continue to decline in price, even if the entry threshold for Lincoln Z is lower, it is still difficult to compete with the mainstream option "34C" from the perspective of terminal discount and brand effect. On the basis of its own low pricing, there is not much room for Lincoln Z's terminal concessions.
Compared with losing in the luxury market, Lincoln Z has never been able to get rid of the "shadow" of the Ford Mondeo, which is also the key reason for restricting its development. In terms of body contour, interior styling, and even size and power performance, the two can basically find similarities, but the price difference is tens of thousands of yuan. The reason for the poor sales of the Lincoln Z may not be because the Mondeo is more cost-effective, but it is difficult to reach a consumer consensus similar to the Lexus ES as a "luxury version of the Camry" in the short term.
When it comes to "consumer consensus", Mercedes-Benz's luxury, BMW's sports, Audi's technology, and Volvo's safety label are deeply rooted in the hearts of the people. The reality is that today's Lincoln brand lacks perception and recognition, and if it is not paid attention to in ordinary times, except for a small number of consumers with "feelings", it is difficult for most people to think of and choose it when they actually buy a car.