Lincoln does it your way

New lineup continues brand's tradition of quality, design and innovation and comes with the automaker's signature personalized ownership experience, as Li Fusheng finds out.

Ford Motor's Lincoln unveiled three all-new models at the Shanghai auto show as part of its effort to fulfill its promise of offering Chinese customers five models by 2016 and a personalized ownership experience called the Lincoln Way.

The medium-large-sized premium utility MKX and the full-size SUV Navigator are expected to join the MKC and the MKZ in Lincoln's showrooms in later 2015. The Continental Concept stands for a vision for a full-size sedan.

Designed to reinterpret quiet luxury, the sedan featuring elegance, effortless power and serenity will come to China next year.

"With this new lineup we are staying true to Lincoln's reputation for quality, design and innovation to meet the evolving demands of Chinese consumers," said Kumar Galhotra, president of Lincoln.

Lincoln is growing fast in China. According to the automaker, three of its top 10 dealers globally by sales are in the country.

The brand plans to have a total of 60 stores in 50 cities in China by the end of 2016 to boost sales further.

"The interest of consumers in our current products has exceeded expectations," said Lincoln China's president Robert Parker.

Parker said he believes the brand will become the choice of many more Chinese as Lincoln is rapidly enriching its portfolio with such classic models as the Continental.

It is widely known in China that many celebrities were owners of the Continental, including Elvis Presley and Clark Gable. It was even the choice of US presidents including John F. Kennedy.

"Combined with the personally crafted experiences we are bringing to customers through The Lincoln Way, we have laid a strong foundation for the brand to develop in China over the next few years," Parker said.

The Lincoln Way creates lasting relationships through a personally crafted buying experience, according to the automaker.

"It demonstrates how a storied brand with nearly 100 years of history is innovating for our Chinese customers while staying true to our roots of personal service," Galhotra said when the first Lincoln store opened in China late last year.

"Our customers not only get the very best when it comes to product, but also when it comes to the entire ownership experience."

Understanding China

Like other premium brands, Lincoln sees China as one of its most important markets.

"China's luxury auto market is growing very rapidly, and it is one of the most important markets for us to focus on and develop going forward," said Galhotra.

China's luxury auto segment has grown 361 percent over the past five years and Lincoln estimates that it will grow another 65 percent in the next five years.

Though a new member in China's premium car segment, Lincoln believes it can carve out a comfortable share as it has acquired a deep understanding of Chinese consumers.

"Lincoln will appeal to an emerging youthful luxury auto consumer, one who has true respect and desire for sophistication, craftsmanship and exclusivity, and wants something personal," said Galhotra.

Lincoln did extensive studies of luxury buyers in China and found that a select group of consumers are purchasing luxury for the experience rather than as a public statement of their personal net worth.

"Lincoln's combination of outstanding products and a personalized luxury ownership experience are expected to be particularly appealing to this evolving group of Chinese luxury consumers who value progressive luxury, personal growth and personalized options," Parker said.

Dealers are equally confident. "Definitely Lincoln will have its place," Ye Zaifu, a Beijing-based Lincoln dealer, told China Daily in an earlier interview.

He believes what will make Lincoln stand out is its commitment to a "one size fits one" experience versus the "one size fits all" approach of other brands.

In many dealerships today, a sales consultant helps a customer through the sales process, after which the customer is turned over to the service department with no one specifically dedicated to meeting their needs.

At Lincoln dealerships, each customer has a dedicated team to ensure a personalized service tailored to the customer's individual needs is consistently delivered throughout the ownership experience, said Ye.

Lincoln's data, both online and offline, indicates that the Chinese luxury auto consumers are responding to the unique personalized experience it is offering.

Parker said it is the brand's focus on personal service that will make Lincoln stand out in the Chinese market, adding that it was among the only four auto brands in a recent JD Power list of top 50 brands in terms of customer service.

"Our priority is to deliver The Lincoln Way, a new type of ownership experience that reflects their individuality and personal needs to Chinese luxury customers," said Parker.

"We believe Lincoln's world-class products and innovative hospitality approach to ownership experiences will win over Chinese luxury auto customers."

(China Daily 04/21/2015 page12)