In the past, the competition between luxury car brands did not seem to have much to do with "involution", and the competition between their respective brands and products in terms of sales has never reached the point of sabre-rattling. However, with the continuous expansion of market demand and the introduction of new products, luxury brands are constantly expanding their product series and launching more accessible models.
Do traditional luxury brands still have the confidence to be "luxury"?Does the halo effect of the brand still exist?Is the endorsement of traditional car-making experience still good?Today's luxury brand is not only volume, but also multi-dimensional volume, luxury is no longer the definition of traditional brands, from products to services, luxury brands compete for real and beneficial "value". As a representative of American luxury, Lincoln's value marketing is obviously at the forefront of many luxury brands.
Defining luxury with "value" is the confidence to choose Lincoln
* War is the most tragic trump card in the current competition of luxury brands and even joint ventures and independent brands, brand reputation is constantly "overdrawn", product image is constantly "blackened", and the trust established between brands and consumers is gradually collapsing. Exchanging price for volume is just a temporary policy to stimulate sales growth, and how to positively stabilize brand equity and user reputation is what luxury cars should look like. From the current luxury car market, many luxury brands have joined the first battle camp, the transaction price after the price reduction has been close to the joint venture brand, intending to get a piece of the pie in the turmoil, although the short-term will boost sales, but more is the luxury brand positioning and brand value caused irreversible losses, backstabbing old car owners from time to time, but also make potential customers have a wait-and-see mentality, and even question the brand value and product value.
In the face of the unlimited, involuted battle in the luxury car market and the severe situation of continuous market share squeezing, Lincoln adheres to the long-term principle of brand value building. According to the data, taking August 2023 as an example, Lincoln's discount rate is 115%, which is better than many luxury car brands, compared to the same period last year, Lincoln's discount rate fell by only 04 percentage points, much lower than the decline of other luxury brands. Although it is true that excessive preferential margins can be more "pleasant" when buying a car, according to the average 3 to 5 year replacement cycle of Chinese users, it is clear that Lincoln cars, which tend to have a more stable transaction price, are a double protection for existing users and brand value.
Sticking to "value marketing" and abandoning "competition for the best", Lincoln has taken its own firm steps in the marketing of luxury car brands, and the market has also given Lincoln the most powerful feedback. Under the continuous encroachment of new energy in the market segment where luxury brands are located, although luxury brands such as BBA, Lexus, and Cadillac have cut prices sharply in an attempt to increase their market share with the strategy of "exchanging price for volume", the market does not buy it, and the market share of many luxury brands is still declining. On the contrary, Lincoln has gained a firm foothold in the luxury car market, and Lincoln's market share in the luxury car market has declined far better than the market share performance of luxury sports car brands such as mainstream luxury brands BBA, Lexus and even Porsche, which also positively confirms that Lincoln can still maintain the brand's fundamentals without price reduction, which is based on Lincoln's deep insight into China's automobile consumption trends and all-round satisfaction of the increasingly diverse luxury travel needs.
In terms of product matrix layout, Lincoln also continues to make efforts as a benchmark representative of the pinnacle of American luxury. As a leader in the full-size luxury SUV segment, the Lincoln Navigator has been inherited and developed for 26 years, and has a reputation as the "ceiling" of American luxury in the automotive industry. As the industry's first domestically produced large-scale luxury SUV, the Lincoln Aviator has opened up a blue ocean of value, broken the market segment, and met the increasingly diverse needs of consumers for luxury travel in an all-round way with its strong product strength and elegant style. The Lincoln Navigator and Lincoln Aviator have injected a new connotation into "luxury in its own way", which perfectly interprets "top American luxury". In September this year, Lincoln China officially announced the reduction of the manufacturer's suggested retail price of the Lincoln Navigator N**igator and the Lincoln Aviator**iator, and took the initiative to reduce the manufacturer's suggested retail price of the two flagship models with the most sincere sincerity and the most pragmatic spirit, so as to benefit more Chinese customers and refresh the new height of American luxury.
In a highly competitive market, Lincoln has always been consistent and regards the brand as its life. For Lincoln, the brand is above all else. Only when there is a brand can there be sales, and there is not necessarily a brand when there is sales. Lincoln chooses to protect the core interests of customers, dealers and brands, and always puts the needs and interests of consumers first in the first adjustment.
Highlighting luxury with "service" is the original intention of trusting Lincoln
In the face of the competition pattern of the entire luxury brand market, Lincoln should not only highlight the "sense of value" of the luxury brand, but also put the "sense of value" in a place that consumers can see and touch.
Whether a luxury brand can bring higher stickiness and trust to consumers, the brand and service system play an important role, and also determine the power and long-term development of the luxury brand. Lincoln has always adhered to the principle of people-oriented and customer-oriented, continuously improving customer satisfaction through exclusive space design and innovative social interaction, and providing customers with a full-journey luxury value experience from buying a car to using a car.
Looking back at the 2023 Lincoln brand work plan, one of the most important tasks is to make people love Lincoln. Whenever they walk into the Lincoln Center, the staff in the store will not forcefully promote Lincoln products to users, but move users to make friends with spring breeze and rain service, so that users can truly perceive the service concept of the Lincoln brand. Lincoln adheres to its original intention and truly provides users with humanized services based on their perception and needs. Recently, there is a saying among Lincoln owners: "There are good things happening in Lincoln", and the words full of praise are full of the owner's trust and satisfaction with Lincoln, and this is the truest portrayal of you after you enter Lincoln Center. From a cup of warm Peet's "limited special" coffee, a soothing spa, or nail art, audio-visual experience, and even a private meeting room, Lincoln provides not only comprehensive service, but also a trendy experience of American luxury, because Lincoln has always believed that American luxury that keeps pace with the times is not only about high-quality product experience, but also about the noble and warm "Lincoln Way" service.
The sincere dedication is obvious to all, and the service satisfaction of the Lincoln Way is well known, according to Jd.According to the 2023 China Sales and Service Satisfaction Study SM (SSI) released by Power, Lincoln surpassed brands such as Land Rover, Lexus, and Volvo with 761 points. Focusing on service, Lincoln not only achieves the texture of traditional luxury brand services, but also achieves the warmth of new forces, and even many new car-making forces are quietly looking for inspiration and methods from Lincoln's services. The service is endless, and the satisfaction is endless. The Lincoln Way continues to accelerate on the path of improving service. Up to now, Lincoln has upgraded nearly 30 stores across the country to create a vibrant offline social space, not just a trading space. Unlike other brands, which often build hundreds of service experience stores, Lincoln's 30 store upgrades emphasize scenario-based creation, and every step of design and update must be considered practical and scenario-based from the perspective of consumers.
With the November 23, 2023, Lincoln reached the milestone of 500,000 owners in China. On this day, Lincoln presented an exclusive and personalized delivery ceremony for the owner of the 500,000th vehicle.
Lincoln's leap from 0 to 500,000 units is behind the love of 500,000 Chinese users for Lincoln's American-style luxury cars, the recognition of brand values and the recognition of excellent user experience, which are the fruits of Lincoln's accumulation in China. Ms. Zhu Meijun, President of Lincoln China, said. Lincoln adheres to the customer-centric value marketing, always puts the interests of customers first, and takes brand value, product value and service value as the three cornerstones. Among them, the service value is the top priority, for users, the best value of service in the whole life cycle of the car is the real king, which is also the "Lincoln Way" service concept can be deeply rooted in the hearts of the people.
Write at the end:
Luxury is an existence that is not defined, it is the height of constant refreshment. As an American luxury brand, Lincoln adheres to value marketing and adheres to the Lincoln Way, with a unique product experience, a value perception that exceeds expectations, and a people-oriented way of hospitality, to meet the escalating personalized needs of consumers, bring more American luxury surprises to the Chinese market and users, and lead the reshaping of the global luxury car market, so that more Chinese customers can 'enjoy' the top American luxury, becoming a game-breaker leading the Chinese luxury car market. ”