Lincoln brand’s first domestic models listed adventurer, caused little public reaction. The reason is simple, the domestic luxury brand too much. After BBA, Volvo, Cadillac, Infiniti, Jaguar Land Rover, all are made in China a. Consumers have been selected but come. As for Lincoln, has always been very small minority models, Cadillac has not been good reputation. After the financial crisis of 2008, Ford sold Volvo, leaving only his hand on Lincoln luxury brand this one only child. However, the days of Lincoln in the Chinese market, but also doomed not better.
[01] adventurer is shedding Ford Edge occasion?
In order to easily and quickly achieve localization, adventurer Lincoln chose to use the platform of the Ford Edge occasion, two cars from the size point of view, the gap is not very big, sharp inter-wheelbase 2710mm, adventurer wheelbase 2711mm, only a difference of 1 mm only. As for the powertrain, is exactly the same, even without any change in engine type, transmission is 8AT gearbox. Inter sharp increase in kinetic parameters taught also slightly higher than the adventurers 3 horsepower, 3 Nm. So basically it can be seen, Lincoln adventurer, Ford is shedding sharp occasion.
[02] adventurer Lincoln brand value of 57000?
us to compare, adventurer 2020 Lincoln models 2.0T drive two statue Wyatt version, that is, Starter Edition models, priced at 246,800 yuan. 2020 Ford Edge models occasion 2.0T, four-wheel drive models also enjoy Wyatt entry-level model, priced at 189,800. Both in terms of price differences 57,000 yuan. On the occasion of the hardware configuration sharp more than a four-wheel drive system.
On the other configurations, inter adventurers have their own advantages and sharp. Adventurer more heated front, steering wheel shift, power trunk, seat memory, speaker 10, LED light distance, automatic anti-glare rearview mirror, automatic wipers, air cleaning function.
and is more acute inter LED fog, panorama sunroof, three four-wheel drive configuration. In fact, objectively speaking, Lincoln adventurer configuration is a little high, But the difference is not worth 57,000 yuan. Therefore, these configurations + Lincoln’s premium brand, perhaps the value of 57,000 yuan.
Although Cadillac Buick also uses a similar method, such as on a Cadillac XT6 similar to the sharp adventurer positioning and other interpersonal Ke Angke flag. But as these two cars in the large SUV, the size, design, does have a sense of luxury is not a small difference. Cadillac XT6 competition is mainly XC90 models such as the large SUV, therefore XT6 still has a good price. Just adventurer, at 25 to 35 million price, there are too many competitors, BBA, Volvo, Cadillac each are strong.
[03] aftermarket and quality control was the biggest problem Lincoln
after-sales and quality control Lincoln was the great challenges facing due to the Lincoln brand sales in China are too few, 2019 sales in the Chinese market is only 46,600, compared to 2018 fell by 15.7 percentage.
Nalin Ken’s MKC, in the hedge ratio, as well as the aftermarket is facing major difficulties. Many consumers have been Tucao, but I think after localization, Repairs will be a large degree of ease.
[04] Why not take the Lincoln Road market in China?
Lincoln Road in the Chinese market and will not be smooth. First of all, before the Lincoln brand as imported cars is very small minority, but also has been pressing the Cadillac, and now after the domestic, the first model with the same sharp inter-platform architecture, the difference is not very obvious. Second, just as a domestic luxury brand, Lincoln is not as Tesla as an Internet property or properties of new energy, as a traditional American luxury brand status in the minds of consumers is not so high. Third, consumers of luxury brands, often have preconceived ideas, after BBA, Volvo, Cadillac, Infiniti, Jaguar Land Rover has been very fierce competition, and even imported Lexus also joined in, in the luxury brand’s market share in, It seems to have no place in Lincoln.