The Lincoln brand officially entered one of the first 4S stores in China – Beijing Furui Lincoln Center officially opened on November 6th. On the same day, the Lincoln Center in Shanghai and Hangzhou was officially unveiled. By the end of this year, there will be 8 Lincoln Centers in total. China opened its doors and began to introduce the "Lincoln Way" to the Chinese market. Lincoln Global President Ge Yuhua said that "Lincoln Way" will provide Lincoln's best products and best services to Chinese luxury car consumers.
Beijing Lincoln Center is the largest flagship store authorized by Lincoln in China. It is the largest Lincoln franchise dealer in China, integrating vehicle sales, after-sales service, spare parts supply and information feedback. The store's clean design of the five-star boutique hotel, "Lincoln Way" is reflected in every detail, including the customer-specific Lincoln service team, intuitive personalized technology configuration, unique personalized customization center and high transparency Sales and service processes.
It is understood that each Lincoln Center in the country has a personalized customization center, customers can intuitively browse all models, and can personalize their own Lincoln car; the center has a 46-inch LCD touch screen interactive desktop, customers can also On the screen wall, you can see the body and interior image with a ratio of almost 1:1 to the actual car.
The Lincoln dealership will first introduce the MKC, a small and medium-sized luxury SUV, and the MKZ, a mid-size luxury sedan. Both models offer three configurations: exclusive, elegant and honourable. Following MKZ and MKC, by 2016, Lincoln will also introduce a medium-sized SUV MKX, a new full-size luxury four-door sedan, and a large luxury SUV Lincoln Navigator. Also by 2016, Lincoln's independent dealer network will have 60 dealerships in 50 cities across the country.
â– Interview Dialogue with Global CEO Ge Weihua “It is easy to realize the experience center model is the advantage of our latecomersâ€
Reporter: Ford proposed to spend 5 billion yuan to make the Lincoln brand in the next five years. How is this 5 billion used? It is said that in the past two years, the Lincoln brand has spent 2 billion in China. What kind of money is it used for?
Ge Weihua: Ford is reviving the Lincoln brand and spares no effort in terms of capital and resources. These investments include investment in products, and there is a large amount of investment in manufacturing, brand marketing, network construction and training. Of course, we can't discuss every expenditure one by one, but Ford's global management is full of confidence and full support for revitalizing the Lincoln brand.
Reporter: When Lincoln introduced the product into China, he made a lot of special designs for Chinese consumers. Will he launch exclusive models in the Chinese market in the future? Is there a plan, such as Lincoln’s annual sales of tens of thousands of vehicles in China?
Ge Weihua: We don't comment on future products, but what I can say is that we are constantly researching each market, looking for more opportunities, and meeting the needs of consumers, designing models that consumers like.
In addition, for Chinese consumers, the interior space is very important, and in our future model design, it will also improve the spaciousness of the interior.
At present, we do not have a domestic plan. Now all Lincoln models are imported into China by import.
Reporter: As a relatively late brand entering the Chinese market, what opportunities will Lincoln have at this time?
Ge Weihua: We believe that Lincoln is now the best time to enter China. In the past two years, Lincoln has carefully studied competitors and learned some lessons from the luxury brands already on the market, including their public relations information, network construction, product strategy, etc., which are valuable to us. Reference.
In the Chinese market, there are already many old luxury car brands that have existed for many years. It is very difficult to realize the transition from transaction-centric to experience-centered mode, because their networks have been widely spread and the number is already very large. It is very difficult to make such fundamental changes. This is the advantage of our latecomers.
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