AutoBeta(AutoBeta.net)05/04 Report--

On May 4, Lincoln China released the latest sales figures, showing that it sold more than 7900 vehicles in China in April 2021, an increase of 119% over the same period last year, of which the "domestic three Musketeers" sold a total of 6800 vehicles. Combined with previous sales, Lincoln China accumulated sales of 19517 vehicles in the first quarter, together with April sales, Lincoln China accumulated sales of more than 27417 vehicles in 2021.

The "domestic three Musketeers" is the source of Lincoln's sales in China. In March 2020, the adventurer of Changan Lincoln's first domestic model was officially put on the market, with a price of 24.68-345800 yuan, a 2.0T engine, an eight-speed manual transmission and a front-drive and four-wheel-drive version. Adventurers get better market performance with the advantages of lower market positioning, as well as price, configuration, power and other advantages.

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.

In March this year, Changan Lincoln's third domestic model, navigator, was officially put on the market, with a price range of 32.88-478800 yuan and a positioning of medium-sized SUV, between adventurers and pilots. The navigator's appearance is basically the same as the overseas version of the model, only for some details to adjust. The new car has a localized design on the interior, and its interior layout is very similar to that of the flier, and the new model looks younger than the old model. In terms of power, the new navigator is equipped with 2.0T four-cylinder engine and 2.7T V6 six-cylinder engine, with maximum power of 248hp (180kW) and 325hp (237KW), and peak torque of 390N ·m and 500N ·m, respectively. In terms of transmission, all are equipped with eight-speed manual self-integrated gearbox, with the exception of the lowest equipped models, other models provide a four-wheel drive system.

Although we do not know the specific sales of specific models, but through data analysis, we know that the price of adventurers is 24.68-345800 yuan, which can be said to be the entry-level model of Changan Lincoln, with monthly sales of about 4000 vehicles. Flier price range 50.98-759800 yuan, the audience is relatively limited, squeezed by the BBA camp, the average monthly sales of about 1000 vehicles. Navigator positioning between adventurers and pilots, the price range of 32.88-478800 yuan, providing consumers with more choices, sales are also between the two. As for imported models, the average monthly sales of Lincoln MKZ, navigator and Lincoln Continental are about 200-300 vehicles.

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. Since 2020, Lincoln has listed three domestic models, and the increase in the proportion of domestic model sales has made the brand usher in a rebound.

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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