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Ford to Introduce its Lincoln Premium Brand in China
Ford Motor Co. hopes to jump into China's booming luxury car market by introducing its Lincoln brand cars and SUVs there for the first tim this autumn.
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Ford Motor Co. hopes to jump into China's booming luxury car market by introducing its Lincoln brand cars and SUVs there for the first tim this autumn.
The company aims to introduce five models through 60 dealerships in 50 cities by the end of 2016. All vehicles will be imported.
The program is expected to begin with the midsize Lincoln MKZ sedan and small MKC crossover. They will debut through eight outlets in seven cities: Beijing, Chengdu, Guangzhou, Huangzhou, Nanjing, Shanghai and Xi'an.
Analysts say the Lincoln brand faces years of marketing effort to establish itself in China, where such competitors as Audi sold some 492,000 vehicles in 2013. Lincoln sold 81,700 vehicles in the U.S. last year.
Lincoln plans a very personalized marketing approach in China, beginning with dealership representatives who are trained at a new Lincoln Institute in Shanghai. Dealerships will feature a waterfall, sumptuous lounge area and concierge-type assistants to help shoppers choose vehicle options.
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