(Written by Zhang Jiadong and edited by Zhang Guangkai).
Due to the rapid development of new energy vehicles in the Chinese market, many new power brands and traditional car brands have launched new energy products for the high-end market.
Against this backdrop, BBAs in the first-tier luxury market have chosen to invest in electrification to cope with many new competitors, but for second-tier luxury brands that have long been in the domestic sales level, the impact of electrification is even stronger.
Lincoln is the brand with the most significant decline in 2023 among the joint venture luxury brands. According to the data, Lincoln China's annual sales in 2023 will exceed 70,000 units, a year-on-year decrease of 117%。
Looking back at Lincoln's development, it is undoubtedly the most effective means to impact the Chinese auto market with the new car effect.
Therefore, on the occasion of the Chinese New Year, Lincoln also rushed to release the product information of the first aviator through the official at this time.
As the flagship product of the domestic Lincoln model, what changes have been made in the new mid-term facelift of the pilot, let's take a look together.
In terms of the front face, the middle grille of the Lincoln Aviator looks more rounded, and the black grille inside is matched with the black decoration that surrounds it, making the visual effect more sporty; The shape of the headlights on both sides has been redesigned, and the new daytime running lights have been changed to an L-shaped design, and the headlights are supported by the middle grille and the fenders are turned in. The front bumper also features two vertical openings, which reduce the negative air pressure at the wheels. On the whole, the trend of new cars is more youthful and stylish.
On the side of the body, Lincoln chose to maintain the style of the current model, and at the rear, the roof of the Aviator sloping down from behind the A-pillar, with a total of four exhaust styles on both sides, all make the car's attitude more dynamic.
It's worth mentioning that the Lincoln Aviator will be available with the Jet package, which includes more black elements such as the front grille, body badges, window bezel trim, and more. 21-inch and 22-inch wheels depending on the configuration. In addition, the Black Label variant will be available in two new paint colours: CENOTE GREEN and WHISPER BLUE METALLIC.
In terms of intelligent driving, ** Aviator will officially introduce the Bluecruise system, which is Ford's latest intelligent driving assistance system, which comes standard with lane centering, 360-degree panoramic image, lane change avoidance assistance, reversing side warning and braking auxiliary lights.
In terms of power, the Lincoln Aviator is still based on the familiar CD6 platform, and the power is still equipped with 3The 0T V6 twin-turbo engine is mated to a 10-speed automatic transmission, with a maximum horsepower of 355 hp (261 kW) and a maximum torque of 553 Nm.
Overall, the Aviator is the same as many joint venture models in the facelift cycle this year, focusing on changes in appearance and intelligence, but due to the pace of electrification transformation in the global market, the subsequent joint venture brand innovation in the field of engine and transmission has come to a standstill. This also means that if Lincoln wants to further compete in the Chinese auto market, it must also start a comprehensive electrification transition as soon as possible.
Looking back at the development of the Lincoln brand in China, the sales volume of the Lincoln brand has grown rapidly in the three years since its return to the Chinese market in 2015, and the growth rate has stagnated in 2018 due to the decline of the overall auto market. In 2020, through the localization of three models, sales will once again enter the growth channel. Lincoln's development in China has never escaped the fate of pushing new products in exchange for sales.
It is undeniable that on the product side, the three localized Lincoln models have indeed had stronger product competitiveness in the same market after a significant reduction, and the brand image of the Lincoln brand in the minds of Chinese consumers has not been greatly discounted because of the reduction in car prices, but the slow pace in the global market is undoubtedly the biggest incentive to further increase Lincoln's sales in China.
Since last year, the domestic Lincoln adventurer and navigator have ushered in an update, combined with the facelift of the aviator, younger and intelligent innovation is undoubtedly the main goal of Lincoln's current round of product iteration, but from the sales point of view, the adventurer as the main sales model has not been expected to increase sales.
More importantly, the influx in new energy not only failed to make Lincoln show its determination to electrify, but also canceled PHEV models on many models.
Obviously, after the "second entry into China", Lincoln has found its own secret to speed up by virtue of localization and the "Lincoln Way", but in the face of the rapid changes in the Chinese market, Lincoln, which is "close" to consumers in terms of service concept, still needs to find a meeting point with the Chinese market demand as soon as possible at the product level.
This article is an exclusive manuscript of the Observer.com, and it is not allowed to be unauthorized and shall not be allowed.