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For latecomer Lincoln, sales strategy is ‘one size fits one’
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AS a latecomer to China’s premium car market, Lincoln has its work cut to win local hearts. But that come-from-behind stance doesn’t seem to be putting any undue pressure on the company.
“Let’s take our time and do it right in the Lincoln way,” is the company motto.
About a half year after its official brand launch in China, Lincoln recently brought its first two models — the MKC SUV and the MKZ sedan — to the market and opened three dealerships in Shanghai, Beijing and Hangzhou, Zhejiang Province this month. It is the first step in an ambitious plan to sell five models in 50 Chinese cities by 2016.
It is important to leave people a good impression of today’s Lincoln, which is more than a stretch limousine, said Pei-Wen Hsu, deputy general manager of marketing at Lincoln China.
The luxury brand’s long history of carrying high-ranking officials, royalty, movie stars and high-profile newlyweds has etched the stretch limo image in Chinese minds.
“We want to change that, presenting an up-to-date, young and dynamic brand image,” Hsu said. “That’s why we chose to release two entry-level car models first, as a way to connect with premium car buyers.”
Prices, which start at 315,800 yuan (US$51,000) for the MKZ and 339,800 yuan for the MKC, make these two highly equipped cars very approachable. More than that, Lincoln wants to be regarded as a hospitable brand.
The Lincoln way of serving customers is about providing a welcoming, home-like environment focused on brand experience rather than sales — the sort of thing one would expect from a five-star boutique hotel, said Hsu. At its dealerships, a water wall at the entrance greets customers with a soothing environment. Cars are displayed at eye level, somewhat like paintings in a gallery.
A personalization studio allows customers to create a vehicle configuration to their own liking. The maintenance area, fully open for viewing, offers extended hours.
Are these attempts at differentiation strong enough to make Lincoln worth the price? After all, the premium status of the brand is rooted in its history, which Lincoln is still searching for a way to sell in China.
“Apple was not the first to make computers, but now it does that best,” Hsu said. “Its interaction-centered showrooms are very similar to our idea of Lincoln’s retail model.”
In short, Lincoln is aiming to promote “one size fits one” rather than the “one size fits all” approach of many competitors.
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