I talked to the public relations elder sister of Lincoln factory before and asked if this car would really be called "pirate ship". Unexpectedly, they denied this literal translation, and the leaders were still studying what the specific model name was. Unexpectedly, he was finally called an "adventurer". The official definition is that the owner of this car is unwilling to live a mediocre life and is full of adventure for the unknown. Speaking of adventure, I think of the movie Adventure King starring Jet Li many years ago. His old man's pen is very exciting.
Seriously, at present, the pre-sale price of the 2.0T front-wheel drive model is 248,000-280,000 yuan, and there are three configurations. Four-wheel drive models are RMB 305,000-350,000, with two configurations (refer to Sharp for specific powertrain). Generally speaking, the price of the official listing in March should be several thousand yuan cheaper, which is the usual routine of the automobile circle. Is this price high? Let's compare it. Audi Q3? The guide price of 2.0T front-wheel drive models is 30. 1.8 million yuan, and that of four-wheel drive models is 365,438+0.88-359,800 yuan.
As for the Cadillac XT4, which is also a second line, the front-wheel model is 259.7-2.947 million yuan, and the four-wheel drive model is 30.97-39. 1.7 million yuan. Of course, the guide price actually reflects the manufacturer's positioning of this model, so the pricing of Lincoln adventurer is relatively conservative and will not be too embarrassing. But Q3 and? XT4 terminal can get a discount of about 40,000 yuan. Therefore, the competitive pressure of future adventurers is great.
I think the competition in the luxury car market has two routes. One is brand, which is the most important, and the other is price attraction. Some people say that this is not nonsense? But not many people can do nonsense well. Mercedes-Benz is the most profitable brand, regardless of product strength, as long as it does not hurt people too much, it can be sold without much discount and various decorations.
Our relatives bought GLB before the New Year, and the lowest price was 350,000 yuan. The journey of buying a car is to buy a Mercedes-Benz SUV. GLA is too small and GLC is too expensive, which makes GLB look good. I don't care if the engine is 1.3T, as long as it's not bad. You see, this is the most common car buying mentality. It won't be like us practitioners or enthusiasts who study a car thoroughly before making a move.
The outstanding representative of the latter is Cadillac, which allows you to spend more than 200 thousand to buy a well-equipped luxury car, but the risk is to overdraw your brand glory. Lincoln, on the other hand, was embarrassed, as if he could not touch both sides. The brand is well-known, but not as popular as Mercedes-Benz. Everyone still vaguely remembers the extended old Lincoln wedding car, and the navigator is a million flagship. Other models are fuzzy.
In marketing, Lincoln won't do so many advertisements because his advertising funds are limited. I love that kind of silent propaganda, which seems to be very high-end and introverted. For example, I prefer to show it in TV dramas. Some time ago, the hit drama "Elite Lawyer" was a large-scale commercial film of Lincoln, and Lincoln's models were exposed whenever there was an opportunity. My dad saw that Jin Dong was sitting in Lincoln Mainland, and he also grew grass. The appearance of this car in Chinese mainland really attracted the aesthetics of middle-aged people.
In terms of price, Lincoln also tries to ensure the interests of old users, so the terminal discount of related models is not as crazy as Cadillac. What is the attraction of Lincoln? In addition to product perfection, it is more important to promote brands and models, which is always out of line. Lincoln's main brand concept now is "quiet", which is a bit metaphysical.
Lincoln's most feasible way is to rebuild a Lexus Lincoln and make it small and beautiful. Don't expect to compete in BBA. Sometimes your niche is the best comfort to consumers who hate BBA, but Lexus is followed by Toyota, Lincoln is followed by Ford, which is more or less lacking a strong backing.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.