AutoBeta(AutoBeta.net)11/03 Report--

On November 3, Lincoln released the latest sales figures, showing that it sold more than 7300 vehicles in China in October 2020, an increase of 103% over the same period last year and the sixth consecutive month of year-on-year sales growth. In terms of specific models, Lincoln adventurers sold more than 4300 vehicles in October.

Since the establishment of Changan Lincoln Joint Venture Company, we have planned three SUV models: adventurer, navigator and pilot, whose sizes correspond to compact, medium and medium-sized market positioning respectively. The first domestic car, Lincoln Adventurer, went on sale in March, with a price of 24.68-345800 yuan, a 2.0T engine and an eight-speed manual transmission, as well as front-drive and four-wheel-drive models. Adventurers with lower market positioning, as well as price, configuration, power and other advantages to obtain better market performance, September and October sales of more than 4000 vehicles.

Lincoln's second domestic model, the pilot, was officially launched on July 9 this year, with a price range of 50.98 yuan and 759800 yuan, powered by a 3.0T engine, matched with a 10-speed automatic transmission and a four-wheel drive system. The car mainly competes with Audi Q7, BMW X5, Volvo XC90 and other models. As a third-tier luxury car flier, sales are not optimistic due to brand problems.

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. In addition, in the future, the Lincoln brand will focus on the Chinese and American markets, and plans to stop the car production line and focus on building cross-border cars and SUV models. Lincoln plans to stop production of the mainland and MKZ cars, both of which are on the market in China. With the suspension of production, there are no sedan models in Lincoln's product line in China.

At present, although the development of Lincoln brand in the domestic market has achieved preliminary results, it is still a minority luxury brand in China, and there is still a big gap compared with Lexus, Cadillac, Volvo and other brands. Lincoln brand still needs to make efforts in terms of brand and product power.

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