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Ford: American spirit, historical richness
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WITH the recent official launch of Mustang and Lincoln brands in China, Ford is now fully geared up for a comeback in the country’s premium market, after selling Jaguar Land Rover and Volvo several years ago under its “one Ford” plan.
The company, after taking its iconic Mustang global for the first time this year to mark its 50th anniversary, will officially import the latest version of the car to China early next year. And as part of Lincoln’s global brand revival, two imported models are set for roll-outs this autumn, with another three to come by 2016. Despite the big splashes they created at the Beijing auto show last month, the Lincolns and Mustangs are expected to remain minority players in the near future.
Long gone are the days when a foreign luxury nameplate by itself tended to be a deal sealer for Chinese customers. Nowadays, Mustang, with its aggressive styling, may appeal only to a selected few, while Lincoln models seem lacking in excitement, said Ye Sheng, auto research director of market research firm Ipsos.
Increasingly sophisticated consumers might question why they should pay more for a Lincoln MKC SUV than for a Ford Kuga SUV based on the same platform and powered by the same engine. Only by developing its brand value can Lincoln completely justify its premium charge, he added.
“Being American and being premium just don’t necessarily equate here,” Ye said. “The American cars boast a rugged character, while the Chinese understanding of luxury cars is often associated with sophistication. This aesthetic perception took shape during the country’s early exposure to European brands, which is very hard to change overnight.”
But Ford is convinced that Mustang and Lincoln have what it takes to resonate in China. An extensive consumer study done by the company shows that a second generation of automobile buying is happening here. People are no longer buying luxury cars to show off. They are buying them for self-enjoyment.
“Even though Mustang is a relatively small market, it is a really exciting market,” said Alan Mulally, president and CEO of Ford Motor Co. “People who buy this car are real enthusiasts of sports cars and performance.”
Today’s consumers, looking for a way to express their individuality, “want to build a personal relationship with brands whose culture and values they can identify with,” Ford said. The free American spirit embodied by Mustang or the historical richness of Lincoln could attract those consumers.
Each Lincoln model will be available in a presidential series in China. And Ford said customers will be served in a unique “Lincoln way.”
“Frankly, many of consumers don’t trust their dealerships,” said Jim Farley, executive vice president of Ford global marketing, sales and service, and Lincoln. “To build that trust, we will provide customers with full disclosure on how their vehicles are serviced and video record the work. And we will extend operations so customers aren’t inconvenienced as they are when trying to get some German brands serviced.”
By this autumn, the first eight Lincoln dealerships in China will open in seven cities, creating a network that will expand to include 60 showrooms in 50 cities by 2016.
“Newcomers like that need to move faster because the window for them to secure a foothold in China’s already crowded premium auto market is closing,” Ye said.
After all, brand influence is built partly on extensive market presence, which takes time to develop.
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