Q+A: Carrie Lin

Is Lincoln's performance in line with your expectation?

Yes. Lincoln's performance is in line with the strong foundation we have built during the past two years - a strong product portfolio, an expanding dealership network and the unique personalized services of The Lincoln Way that meets the demands of China's new generation of luxury customers.

What is your view about the premium market in 2017?

China's premium auto market will continue to grow, but Chinese customers will be increasingly discerning as they want to express their individuality instead of conforming to others. Lincoln is in an advantaged position in this market, thanks to our one-size-fits-one approach of The Lincoln Way.

What do you think distinguishes Lincoln from its competitors in terms of marketing?

We applied The Lincoln Way throughout our marketing campaigns and invited customers to experience the unique customer journey of Lincoln both online and offline. We also had the industry-unique initiative of The Virtual Lincoln Way, where customers can view a virtual dealership and video-chat with a Lincoln host, see the financing plans and make online transactions. For Beijing and Shanghai customers, they can even schedule an at-home test drive.

(China Daily 01/10/2017 page5)