In 2023, China's auto market will enter a stage of white-hot competition, and car companies have fallen into a first-class war. However, Zhu Meijun, president of Lincoln China, has chosen a different path, she resolutely refuses to exchange price for quantity, adheres to value marketing, and impresses consumers by fully tapping the value of products and services.
Lincoln, led by Zhu Meijun, has become a solid winner in this battle of values.
Zhu Meijun has always adhered to the concept of "value marketing". She believes that at the moment of increasing involution, if you want to break through, the only way to fight is to fight with value.
In order to achieve this, Lincoln continues to make efforts in three areas: brand, product, and service experience. At the brand level, Lincoln has stabilized its brand value and maintained the profitability of dealersAt the product level, Lincoln brings a number of unique standard equipment in the same class and leading ultra-high luxury configurations to provide users with a first-value car experience that exceeds expectationsAt the service level, Lincoln pursues the "Lincoln Way" service concept to provide customers with a full-journey luxury value experience from car purchase to car use.
Taking customers as the core and putting the interests of customers first is the belief that Zhu Meijun and Lincoln have always believed. This belief has allowed Lincoln not only to stabilize its market share in the fierce market competition, but also to build its own brand moat.
By the end of 2023, Lincoln will have its 500,000th owner in China, which is an important result of the brand's continued commitment to the Chinese market. Zhu Meijun said: "Lincoln's leap from 0 to 500,000 units is behind the 500,000 Chinese users' love for Lincoln's American-style luxury cars, their recognition of the brand's values, and their recognition of excellent user experience. ”
Looking back on the development of Lincoln in the Chinese market, Lincoln led by Zhu Meijun has always maintained a steady pace. Since entering the Chinese market in 2014, Lincoln has started the steady development of the brand in China with its excellent products and the "Lincoln Way" customer experience, which is known as the industry benchmark. Just two years later, Lincoln has brought more diverse American luxury options to Chinese customers. In 2017, Lincoln reached the milestone of its 100,000th owner, creating the industry-acclaimed "Lincoln Speed".
Under the leadership of Zhu Meijun, Lincoln has never stopped moving forward. In 2020, Lincoln successfully opened the first year of domestic production, and completed the commitment of "launching three new domestic cars in three years" ahead of schedule within two years. Zhu Meijun said: "Next year, Lincoln will bring more American luxury surprises to the market and users, and set sail with the spirit of piloting and start a new journey for the 10th anniversary of entering China!"”
Entering 2023, Lincoln will continue to launch blockbuster models such as the all-new Lincoln Navigator and the all-new Lincoln Adventurer, which will become the cornerstone of the brand's sales. It is worth mentioning that on these models, Lincoln fully demonstrates its innovative ability to innovate in terms of product and service value. For example, the all-new Lincoln Adventurer comes with the strongest 2 in its class0T+8AT power combination, the largest 27-inch panoramic screen in the same class, and the only 24-way power-adjustable seat in the same class and other luxury configurations. These configurations not only improved the user experience, but also won Lincoln wide acceptance among consumers.
"We have always been customer-centric and meet the needs of consumers through continuous innovation and enhancement of the value of our products and services. This customer-first approach sets Lincoln apart in a highly competitive market.
In addition to product innovation, Zhu Meijun also led Lincoln to carry out a series of innovations in the service field. For example, Lincoln Moments has hosted 2,500 events to bring the best moments of our customers' lives to life in Lincoln. This kind of service that focuses on the individual needs of customers has won Lincoln the love and recognition of consumers. In addition, Zhu Meijun also led Lincoln to launch the "Lincoln Way" service concept, continuously improving customer satisfaction through exclusive space design and innovative social interaction, and providing customers with a full-journey luxury value experience from car purchase to car use.
Under Zhu Meijun's leadership, Lincoln has achieved remarkable success in the Chinese market. According to the data as of September 2023, most of Lincoln's dealerships are profitable, accounting for 65%, which also shows that in such fierce competition, Lincoln has always adhered to the "value marketing" that has been effective, which not only maintains the profitability of dealers, but also protects the healthy development of the brand.