How about Lincoln car?

In the last observation and thinking article about Lincoln Motor, we focused on the serious "lame" problem of this brand's product line, that is, the product layout and sales volume almost completely depend on SUV. It is normal for cars and SUVs not to walk on two legs, which is obviously "one leg is lame". It is difficult to enhance the brand image by SUV alone.

How about Lincoln car?

It is difficult to enhance the brand image by SUV alone.

What are the consequences? In fact, compared with more SUVs that pursue empty space and look domineering, cars can better reflect NVH, power control, driving quality, luxurious materials and design, exquisite workmanship and so on. In addition to the basic tool attributes of the product, the transmission of luxury brand sense, brand personality and tone is far better than SUV. To a large extent, cars (except Land Rover, Jeep and Great Wall) are business cards of car companies. Just like the 3 Series and S Class for BMW Benz, many people's impressions of Audi and Lexus also come from A6 and LS400.

Therefore, although Lincoln has made an unprecedented breakthrough in sales at present, it is difficult to enhance the brand image only by SUV behind the glamorous appearance, and the transmission of brand spirit is still in a low-quality development stage, and quantitative change is also difficult to cause qualitative change.

For luxury brands, the main cost performance is a problem in itself.

For older consumers, the memory is the domineering and noble Lincoln city car. Today's SUV "domestic three musketeers" has been difficult to find back the feeling of the year, not to mention the unique American luxury in the gas field seems to have some bad taste; For young consumers, the new Lincoln adventurer Corsair, the new Lincoln aviator and the new Lincoln navigator Nautilus all look good, but compared with BBA, Lexus and even Volvo, driving in front of relatives, friends, colleagues and neighbors is not so recognized.

This leads to another serious problem of Lincoln Motor, that is, the hot sale of products depends more on cost performance than brand charm. In other words, the current market performance is not equal to the market position, which is by no means a good phenomenon for luxury brands.

What is the SUV "Domestic Three Musketeers" besides cost performance?

In March 2020, Lincoln's first domestic model adventurer landed, thus opening the first year of China's localization. As expected, as Lincoln's first domestic model, the price of domestic adventurers is relatively close to the people, with a price of 246,800-345,800 yuan, equipped with a 2.0T engine and an 8-speed automatic manual transmission, with front-wheel drive and four-wheel drive versions. At the same time, adventurers began to compete with Lincoln for "high price and low price".

In July 2020, Aviator, Lincoln's second domestic model, was officially launched. The price range of the car is 509,800-759,800 yuan. The whole system is equipped with a 3.0T engine, matched with 10 speed automatic gearbox and equipped with a four-wheel drive system. However, due to the direct entry of Audi Q7, BMW X5, Volvo XC90 and other models into the market, the sales volume of aviator was once sluggish after listing, which did not reach the expected sense of existence.

In March of this year, Nautilus, Lincoln's third domestic car navigator, was officially launched, with a price range of 328,800-478,800 yuan. This model is positioned between adventurers and pilots. The new navigator is equipped with a 2.0T four-cylinder engine and a 2.7V6 six-cylinder engine, with maximum power of 248 HP (180kW) and 325 HP (237KW), and peak torque of 390n·m and 500n·m respectively. In terms of transmission, they are all equipped with 8-speed automatic manual transmission. Except for the low-profile models, all other models provide four-wheel drive systems. The benchmark models are Audi Q5L, Volvo XC60 and BMW X3.

As an obvious contrast, the manufacturer's guide price of the Lincoln Navigator entry-level model is only 328,800 yuan, while the Audi Q5L of the same level is 387,800 yuan, the BMW X3 is 389,800 yuan, and the Mercedes-Benz GLC is 397,800 yuan. Regardless of the manufacturer's profit, if the competitive advantage depends more on "What V6 engine can I buy at this price?" And "can you still buy BBA-class models at this price?" Then Lincoln is still in the primary competition stage of product strength. For luxury brands, the competition of brand strength is at a higher level.

Have you noticed that Lincoln's three main SUV models look similar except for their size?

Luxury brands should learn to tell stories.

In communication, take Nautilus the navigator as an example. In addition to stronger power and kinder configuration and pricing at the same level, it should be said that the luxury interior of the new generation of Lincoln navigator Nautilus President Edition, the top leather of the Brown Venetian in Antelope Valley, the aluminum trim of aviation, the Alcantara ceiling, the piano paint and other details, as well as the adjustment of the number of seats can be more comfortable than the opponent.

Because these are the places that truly reflect luxury, of course, you can also tell the inspiration of design and the story behind the elaborate production process to ensure quality and ingenuity. When consumers are willing to listen to these "metaphysics" stories, it is the real beginning of brand marketing.

Write it at the end

From the sales performance alone, Lincoln is successful. In 2020, Lincoln's annual sales exceeded 60,000 vehicles, the highest since its entry into China, and significantly ahead of the average growth rate of the luxury car market in China. In the first half of 20021,Lincoln made persistent efforts to achieve sales of 42,000 vehicles, up11%year-on-year. Behind the achievements, Lincoln still relies heavily on SUVs in products. The images of the three SUVs are homogeneous, and he relies more on "cost performance" in terms of competitive means. Whether in product creation or brand charm, if we don't pay attention to and solve it, the rapid growth of a new force is likely to lead to the bottleneck of brand development. It is also a dream to break the "three-point world" of BBA in China luxury car market.

What about foreign Lincoln cars?

Text: Understand the original factory under the car.

Due to the trouble of the chip, Ford's production reduction scale is still expanding. Six factories in North America were affected to varying degrees, involving a variety of products of Ford and Lincoln brands.

Recently, according to foreign media reports, due to the continuous shortage of semiconductor chips in the world, the production of its truck factory F- 150 in dearborn, Michigan will be suspended for two weeks from April 5, and overtime will be cancelled in the corresponding weeks of April 26, May 10, May 3 1 and June 2 1.

In addition, Ford's Kansas City plant, Louisville assembly plant, Oakville assembly plant in Ontario, Canada, and Chicago assembly plant will also be shut down for several weeks. In addition to the F- 150, the affected models include Ford Transit, Yidong, Lincoln One Piece, Ford Edge and Lincoln Nautilus.

On March 3rd1,Ford said that it would release the latest information of its 202 1 profit forecast in April. A Ford spokesperson said that the company will provide this update when it releases its first-quarter results on April 28. Ford previously said that the shortage of chips may reduce its profit in 20021year by 654.38 billion to 2.5 billion dollars.

IReport, a consulting firm, estimates that the shortage of chips will reduce the global auto industry's revenue by 60.6 billion US dollars this year.

Ford's current situation is not stable, and its electrification transformation is in a critical period. Besides, Ford itself is still at the turn of the old and the new. In 2020, the new CEO Jim Farley took office; In 202 1 year, the fifth generation descendants of Ford family entered the board of directors.

F- 150 is Ford's sales pillar and a profitable cow. If the chip shortage continues to ferment, it is undoubtedly a huge profit factor for Ford.

How about Lincoln @20 19?