It was not until April 20 14 that mark fields, then CEO of Ford, announced that Lincoln would return to China. How will Lincoln break the game at home this time?
Accelerate the localization process
Although Lincoln is a luxury brand in the traditional sense, its popularity and recognition in China is not equal to it, and it is dwarfed by the first-line luxury BBA, second-line luxury Lexus, Cadillac and Volvo recognized by the society. On the contrary, its huge American body is incompatible with the relatively less burly figure of our citizens. Even if it is an open secret that domestic consumers prefer large-space models, Lincoln is not necessarily favored.
In 2020, Lincoln began a new journey on the road of localization. In March, Changan Ford's first model? Adventurer officially listed, as a compact SUV, its sales threshold has also been reduced; Then in July, the second domestic model flier arrived as scheduled, and the positioning of medium and large SUVs was higher than that of previous adventurers.
The launch of two domestic models has significantly increased Lincoln's sales. According to the relevant data released by Lincoln in early September, Lincoln's sales in August exceeded 665,438+000 vehicles, setting a monthly sales record since its entry into China. Although this figure is not worth mentioning in front of a car company like BBA, perhaps the monthly sales of one of its models is enough to rival Lincoln's total monthly sales, or even more than twice, it is a positive signal for Lincoln who is determined to break the game in China.
From the perspective of specific products, brand-new adventurers listed in China for only half a year contributed more than 3,600 vehicles, accounting for more than half of the total sales in that month. It is worth mentioning that in July, the sales volume of adventurers was 3,200. Counting August, it is the fourth consecutive month to refresh the sales record of Lincoln bicycles in China, and the high cost performance of adventurers has begun to be accepted by consumers.
Similar to Lincoln's positioning, there are not many domestic models provided for the time being, and finidi and Acura, which were made in China earlier than Lincoln, are not so lucky. The sales of entry-level SUVs have been difficult to break through. For example, the sales volume of QX50 in Britain and finidi has been hovering around 65,438+0,500 vehicles in recent months, and the Acura CDX is not in the foreground, so the prospect is worrying.
It is reported that the localization of medium-sized SUV navigator has been put on the agenda, and the declaration of relevant information has been completed in the Ministry of Industry and Information Technology. It is expected that landing on the market in the second half of the year will have the opportunity to bring new sales growth points to Lincoln. From this point of view, Lincoln's sense of positioning is not sensitive, but he has enough stamina. In less than half a year, he completed the localization process of two models, and it is expected to add another one this year.
The luxury end is another way.
As we all know, the strong brand influence of first-line luxury brands like BBA is unmatched by second-line and third-line brands. Once consumers decide to start with first-line luxury, then maybe they just choose Mercedes-Benz, BMW or Audi. How do other luxury brands actively digest the remaining market? After all, the cake is so big and the competition is unprecedented.
At the same time, we see that car companies are also moving closer to younger and smarter when designing models, which also leads to the serious problem of homogenization of models. Some radical appearance shapes, reducing distribution and lowering prices, make the luxury car market mixed.
Lincoln chose to stick to his American luxury route. For example, the pilot who will be made in China will benefit from the huge physique of American cars, and it does not need to be lengthened after being made in China. If it is replaced by other imported cars, it is undoubtedly the routine operation such as the expansion of length and wheelbase after domestic mass production. The proportion of the unexpanded pilot body is 4849/ 1934/ 1693mm and the wheelbase is 2850.
In terms of configuration, many high, medium and low models are standard. I think this is a plus item for Lincoln to impress consumers who are not targeting BBA. For example, it is usually only the front row of sound insulation glass, and imported navigators are equipped in all departments and cars. In terms of safety configuration, in addition to the main and co-pilot airbags and front side airbags, front and rear air curtains and knee airbags are also provided. The key is that the configuration is rich and does not exceed reasonable expectations. After all, Lincoln Navigator is a cost-effective choice for luxury brands.
In addition, Lincoln Navigator continues the calm and atmospheric family-style design, with no sharp lines in appearance, and the overall design is mainly round and generous, which may not be very pleasing to most young people who pursue individuality. But for those Mesozoic potential consumers who don't want to be equipped with high BBA and pay attention to practicality, they also have requirements for high-end quality experience. At this moment, the advantages of Lincoln brand are fully revealed.
Improve brand influence
At home, although it is difficult to make Lincoln a luxury brand like BBA, like Lincoln navigator, even after it is made in China.
The price dropped further. With reference to the current price range of pure imported 2.0T pilots, it is 38.88-49.99 million, even the price of pure imports is basically the same as that of domestic BBA. GLC, X3 and Q5 are evenly matched, so the pilot's guide price will probably drop by 30,000-50,000 after domestic production. Theoretically, it is more competitive than BBA models of the same class.
However, as mentioned above, there is no direct competition between Lincoln and BBA. Since Lincoln is a luxury brand, it should create a luxury impression for consumers. For example, a Lincoln 4S store in Guangdong where Bian Xiao is located can't see the image of a luxury brand at all. The storefront does not have the fixed independent shape of traditional luxury brands, but rents a bungalow on the roadside as a facade, and there is not enough parking space in front of it.
There are also details such as service reception, which can also reveal the details of a luxury brand. These are the places that Lincoln should pay attention to as a young luxury brand in China. Adventurers have turned a new page for Lincoln in China, including pilots, navigators who intend to make domestic products, and more and more domestic models in the future. They need to accumulate more, contribute more to the future of Lincoln luxury brand, and make Lincoln a prestigious luxury brand.
Figure? |? From the network
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.