Car.
Lincoln China: Successful Sales Strategy and Future Market Planning.
Introduction. In 2023, Lincoln China achieved a significant breakthrough in sales performance, with annual sales exceeding 70,000 units and achieving the milestone of 500,000 owners. This achievement is not only behind the numbers, but also the result of Lincoln's insistence on "value marketing" strategy and keen response to market changes. This article will detail Lincoln China's successful sales performance in 2023 and provide an in-depth analysis of its strategic plans for the future market.
1. Breakthrough in sales performance in 2023.
Lincoln China's sales performance in 2023 has achieved a significant breakthrough, with annual sales exceeding 70,000 units, creating a milestone of 500,000 owners. Behind this achievement, Lincoln's strong competitiveness in the Chinese market is reflected. In terms of specific models, the all-new Navigator has achieved an impressive annual sales growth of 25%, ranking sixth in its segment and winning 17 industry awards. The Adventurer and Navigator Black & Gold editions performed well in their respective segments, contributing significantly to Lincoln's overall sales. The improvement of Lincoln's sales "quality" has made every new car sold profitable for dealers, which is almost an impossible task in the fierce battle of the automotive industry.
2. Adhere to the "value marketing" strategy.
In the context of the opening of the first battle in the entire automotive industry, Lincoln China has successfully achieved the improvement of sales "quality", so that dealers can make a profit for every new car sold. The key to this success was Lincoln's insistence on "value marketing." Instead of blindly chasing quantity, Lincoln has grown with dealers and car owners. President Zhu Meijun emphasized that Lincoln's adventurer used car residual value rate ranks first in the segment, while other models are also among the best. In addition, Lincoln's terminal discount rate is even lower than that of BMW and Audi, and it is at the same level as Mercedes-Benz, successfully maintaining profitability in the fierce ** battle.
3. Strategic plan for 2024: Renewal of hybrid family and dual flagships.
In the face of the continuous changes in the automotive market, Lincoln China has formulated two major strategies in 2024, namely "Hybrid Family" and "Dual Flagship Renewal", aiming to improve market competitiveness. Among them, the hot sales of the Navigator hybrid model convinced Lincoln President Zhu Meijun that the hybrid route was the right choice. The Lincoln Z and Adventurer Hybrids will be available to consumers this year. Zhu Meijun said that Lincoln's hybrid model has three major advantages: inductive acceleration, halved fuel consumption and worry-free journey. This gives Lincoln a competitive edge in the hybrid field and breathes new vitality into the brand.
Fourth, the double flagship update: the promotion of the brand and the strengthening of competitiveness.
In 2024, Lincoln will launch a mid-life facelift of the Aviator and a new generation of the Navigator, forming a dual flagship. These two "big cars" will fully "elevate" the Lincoln brand and will bring a stronger competitive situation in the high-end car market. Through the recognition of the hybrid family and the enhancement of the brand image of the dual flagships, Lincoln will usher in stronger competitiveness in terms of sales base and brand high-end experience. Zhu Meijun emphasized that Lincoln will continue to adhere to the American luxury positioning, Lincoln Way and value marketing, and believes that the luxury, calm and confident Lincoln brand will go further and further in the Chinese market.
5. In-depth interpretation of the "hybrid family" strategy.
An in-depth analysis of the advantages of Lincoln's hybrid models, inductive acceleration, halved fuel consumption and worry-free journey, these three characteristics make Lincoln's hybrid models uniquely competitive in the market. First, inductive acceleration gives the Lincoln Hybrid a feeling of acceleration comparable to that of an all-electric model, without sacrificing performance. Secondly, the characteristics of halving fuel consumption get rid of the long-standing stereotype of "oil tiger" of American vehicles, and improve the fuel economy of the vehicle. Finally, the promise of a worry-free journey gives the Lincoln Hybrid a competitive edge in the market when it comes to range anxiety. These three advantages make the hybrid an important label for Lincoln models, further establishing the brand's image in the market.
6. 2024: The arrival of the new flagship and the change of the market structure.
With the mid-life facelift of the Aviator and the new generation of the Navigator, Lincoln will introduce two updated flagship models in 2024, further cementing the brand's position in the premium car market. This is not only a product update, but also an improvement of the brand image, which will have a far-reaching impact in the highly competitive market. At the same time, it will also lead to a change in the market landscape, with more fierce competition with other luxury brands to provide consumers with more diversified choices.
7. Continue to adhere to the "Lincoln Way".
In the future, Lincoln China will continue to adhere to the "Lincoln Way", which is not only a brand culture, but also a commitment to products and services. The Lincoln brand will continue to maintain its American luxury positioning and face the challenges of the market with a calm and confident attitude. At the same time, it adheres to the "value marketing" strategy, grows together with dealers and car owners, and provides consumers with a higher quality car buying experience.
Epilogue. Lincoln China's successful sales performance in 2023 and strategic planning for the future market demonstrate its decisiveness and determination to adhere to the "value marketing" strategy. By improving sales "quality" and developing clever strategic planning, Lincoln stands out from the fierce competition in the automotive market. The 2024 renewal of the hybrid family and dual flagships will breathe new life into the Lincoln brand and further strengthen its competitive position in the Chinese market. Luxury, calm and confident, the Lincoln brand will continue to achieve brilliant results in the future development. Through an in-depth interpretation of Lincoln's sales strategy and strategic planning, we can see more clearly that Lincoln has a solid foundation and strong strength in the future market, and it is worth looking forward to its better performance in the luxury car market.