AutoBeta(AutoBeta.net)03/12 Report--

On March 12, Lincoln Z, the first domestic car of Lincoln, was officially put on the market. The new car launched two series of products: iCool and I-share, of which the price of iCool series is 25.5-336000 yuan, and that of I-enjoyment series is 27.0-342000 yuan. With the listing of Lincoln Z, Changan Lincoln formed a SUV camp composed of adventurers, aviators and navigators, as well as a car camp composed of Lincoln Z to further improve the product matrix.

It is understood that Lincoln Z made its debut at the Guangzhou Motor Show in 2021. As the successor of Lincoln MKZ, Lincoln Z adopted a new design language, dot matrix polygonal forward air grille with penetrating LED daytime driving lights, both sides of the headlight group and grille fusion, the glowing Lincoln logo looks very science and technology luxury. The side of the car body, hidden door handle with sliding back of the car body, so that the whole car looks more youthful and athletic. In the rear part, the new car adopts the through-type taillight design. In terms of size, the length, width and height of Lincoln Z are 4968/1887/1482mm, wheelbase 2930mm, and Mercedes-Benz C-class. Audi A4L, BMW 3 Series and other medium-sized cars have certain advantages.

In terms of interior decoration, Lincoln Z uses a penetrating center console design, a 12.3-inch LCD dashboard and a 27-inch central control screen to support high-definition resolution and multi-touch, as well as complete or independent split-screen content display. The penetrating panoramic screen is equipped with the Lincoln Star Cloud man-machine interface inspired by Xinghe, and the commonly used car functions are presented in the form of cards. In addition, the new car also uses a double-spoke multi-function touch steering wheel, with a lever-type electronic shift mechanism in the central aisle, making the new car full of science and technology. In terms of power, the Lincoln Z is equipped with a 2.0T high-power engine, which matches the 8AT gearbox, with a maximum power of 181kw, a maximum torque of 376N ·m and a zero acceleration of only 6.8s.

In fact, the Lincoln Z is based on the Lincoln ZEPHYR concept car and was unveiled at the 2021 Shanghai Auto Show. It is worth mentioning that the Lincoln ZEPHYR is not an entirely new model, the name was applied to Lincoln models as early as the 1930s. In 2007, in the context of Lincoln's new naming, Lincoln ZEPHYR was renamed Lincoln MKZ, which continues to this day. Now, Lincoln once again launched a new naming, MKX, MKT and other car names will no longer be used, while the Lincoln Z can be seen as the successor to Lincoln MKZ.

From the point of view of the price, Lincoln Z is priced between 25 and 350000 yuan, which still has a certain degree of product competitiveness. As a reference, the price of MKZ sold by import is 25.58-354800 yuan, which is in line with the price range of 25-350000 yuan. In terms of luxury cars on sale in the range of 25-350000 yuan, the BMW 3-Series, Audi A4L and Mercedes-Benz C-Class have competed in the domestic market for a long time, and the starting prices of these three models have basically reached the level of 300000 yuan. however, brand awareness is still one of the important standards for consumers to buy cars. In addition, reference Cadillac CT5 (27.97-341700 yuan), Volvo S60 (29.69-384900 yuan), Genisse G70 (24.98-355000 yuan) are potential competitors. In contrast, Lincoln Z has a certain competitive advantage in product power, whether in appearance, interior, power, science and technology, intelligence, etc., but brand awareness is not as good as the current Cadillac, Lexus, Volvo and other second-tier luxury brands, which is where Lincoln needs to make continuous efforts.

Since Lincoln achieved domestic production, he has successively launched three domestic models, namely, adventurer, aviator and navigator, and their sales in China have grown by leaps and bounds. Statistics show that Lincoln sold 91621 cars in China in 2021, up 48 per cent from a year earlier. With the mass production of the first domestic car on the market, Lincoln's product camp has become more perfect. Of course, there is more and more competition in the luxury car market, in addition to traditional luxury brands, more and more independent brands also join this camp, and consumers often choose brands recognized by the market, and brands with poor reputation are doomed to downturn, such as Genisse, DS and so on. As far as Lincoln is concerned, although he has made a lot of progress, the situation is not very optimistic and needs to make continuous progress.

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