The Lincoln of 2023 is worth a deep dive into traditional luxury brands.
In the past year, the "first-class war" throughout the year has brought a greater impact on the fuel vehicle market due to the tide of electrification and intelligent transformation, and even the mainstream luxury car market is no longer independent of the general environment. Because of this, many traditional luxury brands have lost ground and become chaotic, some have hastily transformed in order to cater to the trend, and some have forced profits to lose their cars to protect their handsome, and finally they have fallen into the embarrassing situation of continuous decline in the market share of fuel vehicles and little response to the launch of new energy products.
Surprisingly, Lincoln, as one of the representatives of American luxury brands, will not only stabilize the basic production and sales of fuel vehicles in 2023, but also convey the value of American luxury in the new energy market where traditional luxury brands are lacking. The parallel development of the two cities and the continuous sublimation of the Lincoln Way have made the Lincoln brand shine in the torrent of the times and achieve high-quality development in the Chinese market.
Adhere to American luxury and reshape product value.
When new car manufacturers are catching up with technology and traditional luxury brands are caught in the configuration competition, Lincoln's product value is still based on the actual needs of users, providing users with original American luxury.
In the upgrade of fuel vehicle products with adventurers, aviators, and navigators as the core, Lincoln has improved the standard equipment level of the whole series, and endowed it with the same level.
First, even Lincoln's unique luxury configuration, forming a unique advantage, crushing the same level of competition. The new generation of Lincoln Navigator Hybrid will open the real "first year of hybrid" with just the right new energy luxury experience.
In the past year, the Lincoln brand has launched two models, the all-new Lincoln Navigator and the all-new Lincoln Adventurer. In addition, the official launch of the 2023 Lincoln Aviator and Lincoln Navigator Black and Gold Edition also injects a new connotation into "luxury in its own way".
The most important thing is that Lincoln's chess game of new energy transformation has also fallen into a key position.
In August, Lincoln launched a new generation of Lincoln Navigator Hybrid at the Chengdu Auto Show, taking a solid step towards the new energy era.
The all-new Lincoln Navigator Hybrid comes standard with 20L dual-jet turbocharged engine, can output a maximum power of 207kW, maximum torque of 407Nm, on this basis to add an electric drive system, can release the maximum power of the motor 140kW, the maximum torque of 320Nm, the two complement each other, pure electric drive start, smoother driving, more comfortable driving, acceleration and overtaking, the drive motor auxiliary vehicle output a steady stream of power, bringing more surging performance.
At the same time, the new generation of Navigator Hybrid WLTC mode under the WLTC working condition comprehensive fuel consumption is as low as 664L, the comprehensive cruising range of a full tank of fuel can reach 1129km, and you only need to refuel once a month in the case of daily commuting.
Intelligent hybrid technology empowers American luxury to be upgraded, and the new generation of Navigator hybrid version not only needs power, but also endurance, and energy saving, creating a real one"The ceiling of a hybrid luxury car"Underneath the advanced strength is the unlimited potential of Lincoln's electrification.
At the same time, the Lincoln Adventurer Hybrid and Lincoln Z Hybrid will also be officially launched in early 2024. The hybrid family of three hybrid products will usher in a new era for the Lincoln brand.
Elevate the Lincoln Way and return to the essence of luxury.
Lincoln believes that luxury is not only to meet customer needs in terms of product functions, but also to provide a full-journey luxury value experience from buying a car to using a car. As a result, while the product value is singing all the way, Lincoln has also started to consolidate and develop the service value, and the main theme of "seeking change and renewal" will run through 2023.
The Lincoln Way is a core strength of Lincoln's ability to ride the waves over the past few years, and Lincoln has continued to refine and continue to build the Lincoln Way during this year.
The Lincoln Way" 20Continue to create a customer experience covering the whole life cycle with refined and humanized services. A number of efforts around the Lincoln Way have been comprehensively promoted, such as the launch of the "Lincoln Way, Her Way" for female users to create a differentiated luxury experience; In response to the pain points of car use, such as difficult car repair and expensive car maintenance, the innovative release of Lincoln Care+ is an innovative plan to provide users with industry-leading service guarantees.
Up to now, Lincoln has upgraded nearly 30 stores across the country to the "New Lincoln Way", creating "American-style luxury clubs" with their own social attributes, providing customers with personalized and immersive luxury experiences, and enhancing customer trust and sense of belonging.
Lincoln has also customized a wealth of special experience programs for the majority of car owners, and nearly 4,000 activities have been held in "Lincoln Moments", so that the concept of "in Lincoln, there are beautiful things happening" is deeply rooted in the hearts of the people.
Today, Lincoln's Way Service is well known, according to Jd.According to the 2023 China Sales and Service Satisfaction Study SM (SSI) released by Power, Lincoln surpassed Land Rover, Lexus, Volvo and other brands with a high score of 761.
In November 2023, Lincoln welcomed its 500,000th owner in the Chinese market, achieving continuous service renewal and steady sales.
First, go hand in hand.
Consolidate brand value and wait for beautiful things to happen.
In the face of the encirclement and suppression of the first war, Lincoln dared to be the first, had the courage to break the situation, and kept the bottom line of brand value, consolidated its market position, and led the reshaping of the global luxury car market with the strategy of "not fighting the first war, only fighting the value war".
In August 2023, Lincoln's discount rate was only 115%, which is better than many luxury car brands such as Mercedes-Benz, BMW and Audi, compared with the same period last year, Lincoln's discount rate fell by only 04 percentage points, which is also much lower than the market at the same level.
The stable terminal discount rate is the double protection of existing users and brand value. In 2023, when the market share of mainstream luxury brands continues to decline, Lincoln's market share in the luxury car market will decline much lower than that of brands such as BBA, Porsche, and Lexus, firmly holding the brand's fundamentals.
In addition, Lincoln's dealer return on sales (ROS) is also higher than the industry average, with a gross profit margin (GP2) of 45%, which is the only positive value among many luxury brands, keeps the profitability of dealers.
Not only that, but the Lincoln Inventory Depth is only 10, ranking second in the luxury market, second only to Lexus. This series of data fully proves that Lincoln has neither fought a war nor passed on inventory pressure to dealers.
Under the virtuous circle, the value retention rate of the Lincoln brand is also excellent. According to the overall data performance in 2022, the residual value rate of the Lincoln brand is better than that of most luxury brands, ranking third. It can be said that the century-old luxury Lincoln brand has continued to exert its efforts in the three domains of product value, service value and brand value, and has achieved its adherence to American luxury.
Standing at the crossroads of the new era, the Lincoln brand has been calm and calm after a hundred years of precipitation, and has achieved another year of high-quality development with a sense of value, setting an example for global luxury car companies. Lincoln in 2024 will continue to bring "beautiful things" to more users and continue to write a new chapter of American luxury.