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Lincoln is a luxury car brand of the American carmaker Ford. Under the influence of the market and strategy, the Lincoln brand will focus on the United States and China markets in the future, while completely stopping the car product line.

According to the latest foreign media reports, Ford Vice President and North American President Kumar Galhotra said in an interview that Ford "has no plans to bring Lincoln to Europe at present." Lincoln's current focus is to develop in the United States and continue to develop in China. "

Kumagarhotra said that Lincoln's fastest-growing market in the world is China, and although Chinese consumers prefer car models, Lincoln currently has no plans to develop new cars. It is understood that Lincoln plans to stop the car product line and will focus more on building cross-border cars and SUV models in the future.

Both the Lincoln Continental and the MKZ will be discontinued. This year, Lincoln officially announced that the Lincoln MKZ will be officially discontinued this year at the Emosio plant in Mexico, which will prepare for the production of new Ford models.

At the same time, Lincoln will stop production of its medium-sized and large sedan Lincoln Continental by the end of 2020, mainly due to the continued decline in sales of full-size premium cars in the United States.

Both Lincoln cars are on the market in China, and with the suspension of production, there are no car models in Lincoln's product line in China.

In addition, with Lincoln in China to achieve domestic, and ushered in sales growth, the future strategic focus of the Lincoln brand will gradually shift to the Chinese market.

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% 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.

However, Lincoln's current pace of development in China is not stable, there is still a large gap between brand awareness, reputation and head luxury brand, and the follow-up development is still uncertain.

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