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Shhh! Lincoln embraces a hushed sales pitch
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THE MKZ mid-sized sedan, the first model introduced in China by Lincoln since that automaker’s comeback in 2014, is a paragon of restyling and testament to the American luxury car brand’s development with “effortless power.”
“It represents quiet luxury, the opposite of loud statement,” said Amy Marentic, Lincoln’s newly appointed China head.
Part of that effect comes from an active noise-control feature that enhances the ambience of the cabin. It apes the atmosphere of Lincoln’s hotel lobby-style dealerships in China, with their zen waterwalls and tea ceremonies.
Compared with other minority players in China’s car industry who are clamoring for attention, Lincoln’s marketing team has been playing it low-key.
No money is splashed out on advertising on popular TV shows, where Infiniti, among others, made such a big entrance. Quietly, quietly Lincoln is building its brand profile. In the first half of this year, the carmaker sold more than 12,500 vehicles, up 190 percent from a year earlier. That total was only a thousand or two fewer than Infiniti, which seems to be losing its sales momentum as it slows its marketing budget.
Lincoln is etched in the minds of many Chinese as a top luxury car, known for driving around high-ranking officials, royalty, movie stars and newlyweds.
Lincoln really hasn’t exploited that image to its fullest, but maybe understatement has its own cachet.
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