At the 18th Beijing International Automobile Exhibition, which attracted the attention of all parties. As the leader of the American luxury brand, Lincoln injected a new connotation into the "luxury has its own way" at the Beijing Auto Show, moving the American-style living room to the Beijing Auto Show, becoming one of the most distinctive booths at the Beijing Auto Show.
Compared with the "tonality" and "posture" emphasized by other brands, the American luxury represented by Lincoln should become an extension of the attitude to life and an improvement of the quality of life. Unlike other booths, which focus on "cars", Lincoln left the "C position" of the entire booth to the customer experience. Through the presentation of scenes, the purest and immersive "American luxury" is created.
In terms of the understanding of luxury, Lincoln's luxury is luxury from the user's point of view, which is associated with usage scenarios, such as large-scale official activities such as marriage and graduation, and important moments in life. Taking the official "Lincoln Moment" as an example, in order to meet the individual needs of different users, Lincoln has developed a wealth of special experience projects. Car owners' birthdays, couples' dates, marriage proposals, graduation ceremonies, these users' "life events" all take place in Lincoln's American-style luxury club.
As Dr. Jia Mingdi, President of Lincoln China, explained: "Lincoln's American luxury is based on the user's perspective, and its essence is not a car, but a person", which goes deep into the user's life scene and generates "entanglement" with it, so that the user can fully appreciate the unique charm of Lincoln's concept of "luxury has its own way".
As the carrier of the concept of "luxury has its own way", the car can reflect the taste and attitude of different stages of life. From young people in their twenties and thirties, to elites who have successful careers and become mainstays, to successful people with rich experience. At different stages of life, Lincoln can accompany it, so that every car owner can immerse themselves in and find the "exclusive to you" life realm.
Of course, on this basis, Lincoln also actively embraces the diverse needs of Chinese users, and at the same time shows its unique "luxury way" spirit of keeping pace with the times. The most striking example of this is the Lincoln electric hybrid family. At this auto show, Lincoln also brought the all-new electric hybrid Lincoln Adventurer and the all-new electric hybrid Lincoln Z, as well as the new electric hybrid Lincoln Navigator as the first "pioneer".
In addition to the traditional American luxury elements, in the three models of the Lincoln electric hybrid family, you can also feel the intelligent luxury experience that keeps pace with the times, the car machine system uses Qualcomm Snapdragon 8155 chip, powerful computing power brings a silky and smooth digital intelligent cockpit experience, the new electric hybrid Lincoln Z is also proud of its peers in the intelligent driving level, equipped with a new generation of Lincoln Co-Pilot 360 ™2.1 intelligent driving assistance system, with Lincoln BlueCruise Active driving assistance functions, as well as the integration of adaptive cruise, lane centering, intelligent speed limit and other functions, can achieve L2+ level of intelligent assisted driving, and in terms of reliability, safety, operability and overall leadership of the same level.
At the same time, with mature and reliable intelligent electric hybrid technology as the enabling means, the Lincoln electric hybrid family is the first to realize the new driving experience of "inductive acceleration", which not only brings a stronger power reserve, but also creates a silky smooth acceleration feeling. Strong power and ultra-low fuel consumption, the two sides of the seemingly conflicting side also truly realize the beauty of "fish and bear's paws".
Lincoln adheres to the brand concept of "luxury, its own way", and keeps up with industry changes, becoming a model among luxury brands that embrace new energy in addition to BBA.
Whether a luxury brand can bring higher stickiness and trust to consumers, in addition to its own brand and concept, the service system also plays an important role, and also determines the power and long-term development of the luxury brand. Looking at the current domestic auto market, the share of independent brands has accounted for half of the country, and joint venture brands continue to be sung, but as a representative of American luxury, Lincoln has not shown a decline.
With the continuous development of the market, the Lincoln brand is also constantly upgrading in brand renewal, on the one hand, insisting on doing a good job in branding, insisting on value marketing, and never exchanging price for quantity, on the other hand, focusing on creating links with customers, based on customers' special personalized experience and feelings, and delivering the brand label of American luxury.
The reason why Lincoln itself put forward the concept of "value marketing" is that it hopes to truly let consumers feel that the car is in line with its value and is worth the money through the embodiment of the value of each link in the pre-sale, after-sale and use of the car. Instead of ineffective involution, the brand image is lowered and consumers lose confidence in the brand. This is Lincoln's business philosophy of "in China, understanding China, and for China", as well as the belief of "taking value maximization as the core insistence".
Lincoln's "value marketing" is not only reflected in the product itself and pricing, but also the upholding and progress of the "Lincoln Way" service concept. As the industry's benchmark for customer experience, the Lincoln Way has fully entered the 2.0 era. Lincoln has always been adhering to the spirit and philosophy of people-oriented, customer-oriented, sincerely listening to customers' voices, attaching importance to customer feedback, and taking practical actions to continuously improve customer service, improve customer satisfaction and optimize customer car experience.
The story of the Lincoln brand telling the story of "luxury has its own way" is not only about cars, but also about linking life and integrating into life, so that customers can feel the "American" comprehensive luxury experience immersively. Everyone will have a different understanding of "luxury" in their hearts, but there is a universally agreed commonality. It is necessary not only to have a sense of luxury in product details, but also to be satisfied with the user experience in the whole process.
Of course, in addition to product details, excellent product quality is also an important criterion for measuring luxury brands. According to the data of Cheqq.com, a leading domestic platform for collecting information on defective automobile products and accepting information on automobile consumer complaints, imported Lincoln and Changan Lincoln will rank first and 31st respectively in brand satisfaction in 2024, better than most joint venture brands.
At the same time, the Passenger Association also released the list of joint venture brand value retention rate, the Lincoln Z one-year value retention rate of the joint venture luxury mid-size car list reached 73.74%, ranking fourth, higher than the Cadillac CT5, Audi A4L and other models, the joint venture luxury mid-size SUV value retention rate ranking, Lincoln Navigator ranked third, the one-year value retention rate reached 72.72%, and the joint venture plug-in hybrid On the list of compact SUVs, the first model is the Lincoln Adventurer plug-in hybrid, with a one-year value retention rate of 71.57%.
It can be said that Lincoln's American luxury can be seen as a diversified presentation from products to experiences and then to the whole life cycle that users can perceive.
This year marks the 10th year that the Lincoln brand has entered China, and the "100-year-old Lincoln" coincides with the new competition point of the "intelligent + electrification" track of China's luxury car market. For the current and future automotive market, change will always exist, but how to actively embrace change, adhere to the original intention, and continue to challenge is the key to the development of car companies. In this context, the Lincoln brand is building the software and hardware service system of the Lincoln Way with sufficient stamina and a more relaxed mentality, and the image of Lincoln with long-term emotional resonance with users is growing steadily in the luxury brand camp.