After years of failing to open a court in the Chinese market like General Motors, Blue Oval finally set an important milestone. For the first time, Lincoln luxury brands achieved more sales in China than in the United States.
On Thursday, Lincoln announced that it had delivered more than 91,000 vehicles in China in 2021. This represents a 48% increase compared to 2020. Meanwhile, the brand managed to lose its position in North America with sales of 86,929 units last year. This is the worst thing Lincoln has seen in more than a decade, but basically since the 1990s, the company has witnessed the US market share going in the wrong direction.
Prior to 2008, Ford luxury cars could certainly expect six-digit volumes in the United States each year. However, companies are usually below sales targets, which will cause recent celebrations.
Automotive News Ford’s connection with China is a clear victory for automakers, and absolutely so from a purely financial point of view. It seems sad that Lincoln can’t reliably rely on its home base for its biggest sales, but Ford has been trying to bring its brand to China for nearly a decade. In 2014, former CEO Mark Fields predicted that Asia would support Lincoln until it could move 300,000 vehicles worldwide by 2020. Not there yet. But for businesses from China, assuming the brand continues to grow at its current pace, it could be in the immediate vicinity within a few years.
Lincoln opened its first Chinese dealership in 2014, far lagging behind much of its luxury competition. However, the brand surveyed Chinese customers and emphasized that it would offer a unique car buying experience called the Lincoln Way.
Lincoln hired Eight, the company that designed the original Apple store, to create a warm and cozy dealer with tea rooms, waterfall displays, and heritage walls that showcase the brand’s history. The designer insisted on a few vehicles in the showroom and placed those models on a pedestal with special lighting.
The dealer was told to spoil the customer and focus on the experience before focusing on the sale.
Lincoln predicted further growth in Asia and decided to continue selling Continental (despite its abolition in the US) and debut the next Zephyr sedan in China, but manufacturers will sell in the domestic market. He said he would continue. That said, we plan to localize as many products as possible for Asia so as not to get caught up in the wrath of the Chinese government. Similarly, we plan to build more direct t0 consumer stores within the region.
Anningchen, President and Chief Executive Officer of Ford China, said: Said on friday.. “With the steady rollout of new cars such as the locally manufactured Ford Mustang Mach E, Ford EVOS and Lincoln Zephyr, and the launch of Ford’s network of direct customer battery electric vehicle stores, we are on track for growth. I’m on the way. “
[Image: Ford Motor Co.]
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https://www.thetruthaboutcars.com/2022/01/lincoln-now-sells-more-product-in-china-than-u-s/ Lincoln currently sells more products in China than in the United States