Lincoln sharpens brand image by launching first nationwide test journey

Lincoln kicked off its first experiential journey of its full lineup on June 26, in an effort to sharpen its brand image and offer unique modern luxury of the United States to Chinese customers.

The US carmaker will invite more than 1,000 guests from around the country to test drive its five models in six cities: Beijing; Shanghai; Zhengzhou; Hangzhou; Guangzhou; and Chengdu.

Mao Jingbo, president of Lincoln China, said: "The journey will provide an unprecedented customer experience. It is a strategic move to build Lincoln into a modern American luxury brand that is unique and deeply rooted in people's hearts."

"Customers will have the chance to better learn about Lincoln vehicles' competitiveness and 'Quiet Flight', the product DNA of Lincoln," Mao added.

Currently, Lincoln's entire lineup is composed of three SUV models - the new MKC, the new Nautilus, the Navigator - and two sedan models: the Continental and the MKZ.

Based on a deep understanding of Chinese culture, Lincoln rephrased its brand concept and product positioning as "Quiet Flight" in last November to establish a deeper connection and resonance with Chinese customers.

The design, power, safety and comfort features of Lincoln's products in China are expressed through the four key tenets of beauty, gliding, human, and sanctuary. Complementing the "Quiet Flight" is "The Lincoln Way 2.0", the upgraded customer experience aims to focus on seamless, joyous, holistic customer experiences.

Lincoln China is working to create a leading experiential brand that offers high-end and technologically advanced customer experiences that lies at the intersection of modern luxury and personalized care.

To better connect with customers, Lincoln opened two global flagship stores in China in the first half of 2019.

The first one is in Shanghai and the other one in Beijing. The opening of the two global flagship centers revealed Lincoln's commitment and innovation in the categories of brand building, showrooms, products, digitization and lifestyle.

The company hopes 2019 will be a significant year for its product launches.

Lincoln will accelerate the introduction of its products according to the needs of Chinese customers, and incorporate more Chinese elements into fulfilling its commitment to China.

Between 2019 and 2021, Lincoln plans to launch seven new models in the Chinese market.

At the same time, the company will introduce at least two limited edition models each year to meet the individualized needs of Chinese customers.

In February, Lincoln launched the new Nautilus, featuring a number of Lincoln's latest technical features.

In the first five months of this year, sales of the Navigator climbed 74.4 percent and the MKZ increased 6.2 percent year-on-year.

In the second half of 2019, the Aviator, Lincoln's large premium SUV offering the automaker's first plug-in hybrid variant, is expected to hit the market.

The carmaker also plans to introduce its first China-made model - the all-new Corsair, a compact premium SUV, by the end of this year.

caoyingying@chinadaily.com.cn

(China Daily 07/01/2019 page19)