"Luxury has its own way" is the brand concept of the well-known luxury brand Lincoln. Now, it's being injected with a whole new dimension.
On April 25, 2024, at the W3 Pavilion of the 18th Beijing Auto Show, Lincoln interpreted the "Lincoln Way" in the form of four American-style living rooms pioneered by the auto show, reflecting the tastes and postures of different life stages, and showing the newly defined "elegance and calmness" from the inside out.
Because luxury is not simply material wealth, "Lincoln's way of luxury is a state of dignity, elegance, calmness and self-confidence." In the current industry atmosphere filled with the pressure of anxiety and involution, I think it is particularly valuable. Dr. Jia Mingdi, President of Lincoln China, said.
Four "realms", five interpretations
Since we sit in the four American living rooms and talk about the Tao, what is the Tao?
For thousands of years, the description of "Tao" in traditional Chinese culture has been full of sweat. But if you really want to make it clear, you still have to experience it yourself. This is also a new expression of Lincoln China's "Lincoln Way".
Lincoln insists on not stacking luxury with simple configurations, but showing grandeur with style, sturdy and large space, and the Lincoln Navigator, the full-size SUV pioneered 27 years ago, has created a new market segment. This is to bring a shocking experience to users with the "way of big tools".
Lincoln has always been committed to creating a comfortable experience cockpit, which is the sublimation of life attitude and the persistent pursuit of a calm driving experience. At the same time, it is also the "comfortable way" of the pursuit of texture.
The external cultivation in the form and the internal cultivation in the heart is the pursuit of the inner quality, elegant posture and elegant cultivation of the "quiet way", focusing on exquisite, elegant and intimate design, rejecting the noise of the outside world, and pursuing the quiet cockpit experience, which is of course the well-known brand password of "quiet journey".
Coupled with the "silver saddle shines on the white horse, sassy like a meteor", the Lincoln electric hybrid family launched this year has many configurations such as high horsepower, low fuel consumption, intelligent four-wheel drive, active suspension, L2+ intelligent driving, etc., bringing the driving force of life to lead thousands of peaks and be fearless of challenges. This stems from the fact that the "way of strength" is not to show off externally, but to have internal positive strength, as well as firmness and self-confidence.
Through the customized and exclusive "Lincoln Way" worry-free service, it is Lincoln's "noble way" to bring users confident, calm, personalized and noble products and services. At the same time, this is also to convey a perceptible sense of dignity, but also a kind of brand temperature of "turning into spring mud and protecting flowers".
Of course, the essence of the Tao lies in what is the essence of luxury? Lincoln, based on the accumulation of 100 years, believes that it is "human" and realm. Since entering the Chinese market, the Lincoln brand has not only represented American luxury, but also user value based on spirit and values.
As Dr. Jia Mingdi, President of Lincoln China, said at the press conference, "Luxury only exists because of the yearning of users." Luxury is not only material wealth, but also spiritual wealth. Each stage of life has a different spiritual realm. The Lincoln brand creates unique luxury experiences for users at all stages of life. ”
Because of this, Lincoln accompanies users at every stage of their lives with the handsome and elegant occasion of the American living room, the elegant domain represented by the adventurer, the elegant bay represented by the electric hybrid adventurer, the elegant realm created by the navigator, and the elegant realm of the Lincoln navigator, so as to move forward elegantly in the "advanced journey" and find the life realm "exclusive to you".
The five models of Lincoln participating in the Beijing Auto Show this time also have five cars and five colors, which perfectly fit this state of life:
The "Temple Red" of the Lincoln Navigator blooms with grace and luxury, showing the unique style of a successful and elegant life......
Lincoln's aviator's "Phantom Green" exudes elegance and interprets the extraordinary brilliance of pursuing a stylish life......
The "elegant blue" of the electric hybrid Lincoln Navigator contains a profound and broad meaning, showing a calm and elegant outstanding charm......
The "elegant pink" of the electric hybrid Lincoln adventurer is full of vitality and reflects the unique style of young and fashionable personality life......
Lincoln Z's "handsome black" exudes the quality of self-confidence and enterprising, highlighting the outstanding style of courage and responsibility.
These five vivid interpretations of the "Lincoln Way" are based on the real experience that users can perceive, injecting a new connotation into "luxury has its own way", and making Lincoln's American luxury a new level and sublimation.
The most suitable for luxury
"I've been consistent. Since it is the Tao, how can it be applied to concrete experiences?
"The auto show is for appreciation, not for the fair. The Lincoln booth wanted to make everyone feel calm and calm. This is what Dr. Jia Mingdi introduced to the media, the logic behind the four living rooms of Lincoln's booth this year.
Because Lincoln understands that users can only make the right choice if they are calm. What suits you is not found in a hurry. Therefore, Mr. Wu Shengbo, Vice President of Ford Motor Company and President and CEO of Ford China, also said, "Today's luxury car users know that the best luxury is what suits them. ”
At a time when the industry trend is becoming more and more "volume", from homogeneity to extreme, and personalized labeling, Dr. Jia Mingdi believes that the Lincoln brand should achieve "four focuses": focus on brand positioning, focus on product value, focus on channel capabilities, and focus on user operation.
In other words, first of all, guide and enlighten the minds of users, because, "it is not who the brand is, but who the brand makes the consumer become." "Only by continuously passing on the advantages of product points to users can we form a general perception.
Moreover, no matter how the marketing model changes, Dr. Jia Mingdi believes that channel capability is still the top priority. The channel is not only to sell cars, but also to convey Lincoln's brand value through these car owners, and the important thing is that every role in the channel represents the brand, which makes it even more necessary to do "meticulous" to users.
Whether it can establish deep trust with consumers through channels is the foundation and foundation of brand reputation. Transaction behavior is just a way to monetize trust, and users should be willing and "spontaneously" to convey the lifestyle and values represented by the brand through this trust.
This is also the immortal gene of Lincoln's century-old "inheritance", which is not only the inheritance of the mission of "being a top car" for a hundred years, but also the continuation of creating a new look of luxury in every era.
Therefore, in the face of the accelerated transformation of the circulation field, Dr. Jia Mingdi said that new retail must integrate online and offline, integrate users to operate, and also consider the priority of experience and efficiency. In other words, either improve efficiency to save the user's time, or give the user the best experience for a period of time.
Action is the best answer, strengthen digital touchpoints, focus on improving soft power, and create a faster and deeper service experience, Lincoln is also truly implemented in the "distinguished service experience". The new "Exclusive Smart Butler" service will provide users with a fast, convenient, intelligent full-scene and full-journey experience with integrated service content.
But all this is not for the sake of "volume market share". Dr. Jia Mingdi said that Lincoln has always pursued high-quality sales, and does not judge success or failure by sales figures. Because, at the beginning of the Lincoln brand, founder Edsel Ford said: "Success does not have to cater to everyone, but it must be loved by those you love." ”
For Lincoln, marketing quality is more important than marketing quantity, and user value is more important than numerical value.
"It is difficult to make a forest alone, and a flower is not spring. Dr. Jia Mingdi said that Lincoln has always been firmly on the road of luxury with "its own way", relying on the century-old brand heritage, allowing users to have a calm product experience and elegant life attitude, and the bottom line of luxury will never be compromised. Although it will be difficult, the Lincoln brand has always had a firm belief that American luxury is to give users one more choice, and the real luxury connotation and real user value are contained in the "Lincoln Way".