As with just about everything else it has done in recent years and even decades, Lincoln is late to the party that is the one of the biggest and most important premium car markets in the world, China. The Blue Oval officially introduced the Lincoln brand in China today and outlined its plans for the country.
Lincoln will begin selling cars in China for the first time ever later this year through an initial network of eight dedicated dealerships in Beijing, Shanghai, Nanjing, Xi’an, Guangzhou, Hangzhou and Chengdu, with 52 more shops to open in 50 cities across the country by 2016.
“We are ahead of our schedule for dealer recruitment, with three more dealers opening this autumn than originally planned,” said Robert Parker, president of Lincoln China. “We have a terrific dealer network plan for Lincoln China, timed with our product introduction cadence.”
Lincoln says it’s team spent three years “gaining a deep understanding of the new luxury automotive customer in China” and promises to deliver a unique experience through its dealerships.
“Our extensive study of the new luxury customer in China revealed that they are underserved in the luxury auto market,” said Ford’s Global VP/Marketing and Sales, Jim Farley. “Our Lincoln customers in China will not only get the very best when it comes to product, but also when it comes to the experience they get from their dealer.”
Lincoln’s initial range will comprise of only two models imported from North America, the MKZ sedan and MKC compact crossover, which will be followed by a midsize SUV, an all-new full-size luxury sedan and the full-size Navigator SUV. The Detroit carmaker says these models will cover more than 80 percent of the premium auto segment in China. A new concept car will also be shown at the Beijing Auto Show this weekend.
Especially for China, the brand will launch a “Lincoln Presidential Series” that will be a special grade with “exclusive design themes, ultra-premium materials, meticulous craftsmanship and an unmatched level of personalized service”, according to a press statement.
By John Halas
Thanks to Allan C. for the tip!
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