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

A few days ago, we learned from Lincoln China that Wang Hernan, former director of Volkswagen imported cars, served as Lincoln's vice president of public relations in China. According to Wang Henan's work experience, Wang Henan previously worked in multinational companies such as Jaguar Land Rover, Mercedes-Benz and Volkswagen imported auto lights, and held important positions. Among them, he made the greatest contribution during the period of Volkswagen import, and made an important contribution to Volkswagen to establish a good brand image in China.

It is understood that Lincoln has increased its investment in the domestic market since 2018, and has spent a lot of money poaching executives from other famous automakers. The most famous is Cheng Rui, former marketing director of SAIC GM Buick as Senior Vice President of sales and Service in Lincoln China and former Deputy Marketing Manager of Mercedes-Benz Li Xuanping in charge of communication and activities in Lincoln China and Mao Jingbo, former Executive Vice President of sales and Operations of Mercedes-Benz smart/AMG/V and Vito, served as Lincoln's CEO in Asia Pacific and China. Thus it can be seen that the executives it hired are all elites who have been in charge of the domestic auto market for many years.

Judging from the current Lincoln sales, Lincoln's total sales for the whole year in 2018 was 55315, an increase of 18% over the same period last year, and the sales of Lincoln navigators increased by 84%. Although Lincoln's sales in China are growing, one of Lincoln's biggest problems is localization. All Lincoln cars sold in China in 2018 are imported, and people's understanding of Lincoln is only in its infancy. Its hiring of Chinese executives to take charge of the domestic auto market can improve public relations and communication, but localization will help Lincoln achieve sustained sales growth in China.

At present, Lincoln navigator has been officially listed, large-scale luxury SUV new Lincoln pilot Aviator will also be listed in the second half of this year. At the same time, Lincoln's first domestic brand-new SUV will be put into production in China at the end of the year.

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