Lincoln way to success in china

Classy personalized service and superb auto design attract nation's most discerning customers, as Li Fusheng finds out.

Ford Motor's luxury arm, Lincoln, wowed its fans with the launch of its new mid-sized sedan, the MKZ, in Beijing on Monday. The launch was part of the brand's growing commitment to the Chinese market.

The premium sedan combines elegant design, exquisite craftsmanship, effortless power and intuitive technologies, and exemplifies the brand philosophy of Quiet Luxury, "a truly human, personally tailored experience and the next phase of The Lincoln Way".

Since its introduction to China in late 2014, the Lincoln MKZ has proven to be increasingly competitive in the premium sedan segment. Accounting for about 20 percent of the market, the mid-sized premium sedan segment is expected to grow by about 84 percent by 2025.

The new signature grille adds an elegant, dynamic and progressive charisma to the nameplate.

The 1.4-square-meter, fully retractable, panoramic glass roof offers the largest-in-class open-air roof among sedans.

The 2.0-liter, turbocharged engine has been optimized in torque for a smoother start. Supplemented by technologies such as Adaptive Cruise Control and Auto Hold, the model brings an even more effortless ride to customers.

"Since its Asia debut at Auto China 2016, the new Lincoln MKZ has gained a great deal of customer interest and positive feedback," said Amy Marentic, president of Lincoln China.

"With its distinctive design, intuitive technologies and effortless performance, we believe the new Lincoln MKZ will continue to be a competitive entry in the segment, while exceeding the expectations of the new generation of luxury customers."

Steady China expansion

Since its China launch in 2014, Lincoln has been expanding steadily in that market with its customer-centric attitude and a growing portfolio of products.

Last year in its first full year of sales, Lincoln delivered 11,630 vehicles. In the first half of 2016, it sold 12,450 units, surging 190.6 percent year-on-year, the fastest growth rate in China's premium car sector.

"The most important driving forces are Lincoln's competitive product portfolio and the unique personalized services of The Lincoln Way," said Marentic.

"Our products cover the most popular segments in China. They offer personalized driving and passenger experiences and have competitive offerings at key price points."

Lincoln already offers Chinese customers the medium utility MKC, the medium-large utility MKX and the Navigator, a full-size SUV.

Besides the newly upgraded MKZ this summer, the all-new Lincoln Continental will hit the Chinese market later this year.

The full-size luxury sedan delivers first-class travel in a contemporary design. It is designed to appeal to culturally progressive clients who define luxury on their own terms, craving superior quality, craftsmanship and safety.

"The Lincoln Way's personalized services meet the demands of China's new generation of luxury customers, who view luxury as not just a symbol of wealth, but also as an expression of individuality," said Marentic.

By doing away with traditional, transaction-focused models of service, The Lincoln Way instead implements a one-size-fits-one approach to provide personally crafted services for each customer.

Customers are welcomed home in Lincoln stores, which feature the service and amenities of five-star hotels and first-class travel, with personalized test drive routes, live maintenance video feeds and extended service hours.

The company now has 45 Lincoln stores operating in China, nearing fulfilment of its promise to establish 60 dealerships in 50 cities by the end of 2016. There will be 80 Lincoln stores across the country by the end of 2017.

Lincoln's performance in China is helping the brand to achieve wider success globally.

Marentic added: "China is the world's largest automotive market, and will soon become, if it isn't already, the world's largest luxury auto market," Marentic said. "Therefore, China will definitely play a significant role in Lincoln's development.

"For any brand that wants to be successful, it has to be global. To be a global luxury auto brand, it has to be successful in China."

Contact the writer at lifusheng@chinadaily.com.cn

(China Daily 07/19/2016 page12)