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After realizing homemade in China, Lincoln, as a minority luxury car, also ushered in a continuous rise in sales. Since the launch of domestic adventurers and fliers, Lincoln's sales in China have reached a record high. in September, Lincoln brand sales exceeded 7300, an increase of 75 percent over the same period last year, which is also the best result since Lincoln entered China.

Compared with Infiniti, Acura and other luxury brands, Lincoln's localization is initially effective for the time being. In the view of Mao Jingbo, president of Lincoln China, Lincoln's strategy is to adhere to brand value, as well as American luxury and service as differentiated means of competition.

In March this year, Changan Lincoln adventurer went public and became the first domestic model of the Lincoln brand. The new compact SUV, the successor to Lincoln MKC, costs 24.68-345800 yuan, with a 2.0T engine, a maximum output of 245hp / a maximum torque of 390Nm, an eight-speed manual integrated transmission and a front-drive and four-wheel drive model. Adventurers get better market performance with the advantages of lower market positioning, as well as price, configuration, power and other advantages. Adventurers sold 3000 models in June, rising to 3600 in August and more than 4000 in September.

In July, the domestic Lincoln Flying Home listed, the car positioning medium and large SUV, all equipped with 3.0L V6 twin-turbocharged engine and 10-speed automatic transmission powertrain, the official guiding price is 50.98-759800 yuan, the car is mainly related to Audi Q7, BMW X5, Volvo XC90 and so on. The latest official figures show that pilots sold more than 1400 units in September.

The Lincoln brand began to enter the Chinese market in 2015, and then experienced rapid sales growth for three consecutive years, with annual sales peaking at 50,000 vehicles. In 2018-2019, the upgrading of Lincoln's own products also stalled under factors such as the decline of the overall car market and trade frictions between China and the United States, resulting in a decline in sales in China. In 2020, Lincoln's domestic models officially appeared on the market, and the proportion of domestic model sales increased, making the brand ushered in a rebound.

According to the plan, Lincoln plans to put into production three domestic models within three years, and new cars will be launched in 2021. At present, medium-sized SUV navigators are already in the domestic model catalogue.

Mao Jingbo pointed out in a media interview that at present, competitive means such as price for quantity are no longer applicable to luxury cars, and if they continue to pursue sales at the expense of brand value, they will encounter greater challenges and difficulties in the future. "luxury brands should adhere to value marketing instead of blindly pursuing sales. Even in the most difficult circumstances, it is absolutely impossible to exchange quantity with price, and absolutely cannot engage in wholesale and pressure storage. " Lincoln's strategy was to stick to the "differentiated" competition of brand value, American luxury and service.

For a minority luxury brand, the rapid increase in domestic sales in the early stage is a common phenomenon, but the follow-up sustainable development will be a great challenge, including brand reputation, continuous product update, brand operation strategy, after-sales service and so on. Prior to this, French DS brand, Japanese Acura and Infiniti have all experienced the same problem. There is still a gap between Lincoln's brand awareness, reputation and head brand, and there is still uncertainty in the follow-up development.

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