adventurer
On March 20 17, the joint venture and cooperation between Lincoln and changan automobile has been formally finalized. Three years later, the first joint venture product will finally go on the market to face everyone's test.
MKC
Domestic Lincoln adventurer is the successor of MKC, positioned as a compact SUV. MKC is one of the three best-selling models of Lincoln in China. The introduction of Adventurers proves Changan Lincoln's determination to open the China market, and the pre-sale price below 250,000 also proves that this will be a cruel move. Judging from the current situation, adventurers shoulder the mission of improving the public's acceptance of Changan Lincoln's new joint venture brand, bearing the expectation of quantity and high cost performance.
Lincoln's ups and downs
Lincoln entered China for many years without any substantial price reduction, and the brand advantage of all imports made it more valuable. However, the route of pure import is "less but better" compared with domestic products. Because Lincoln returned to the domestic consumer's field of vision for a short time, the advantages of import to Lincoln were not obvious, but it hindered its development.
Lincoln's development history in China can be traced back to the early 1990s. Lincoln sold in China through Ford's channels, which was once a hot seller. Later, due to the strategic mistakes of the parent company Ford, the sales volume dropped sharply. In 2008, Lincoln withdrew from the China market.
For the spring tide of China automobile market, Lincoln's coming or going is just a wave, which is still developing rapidly. In 20 14, Lincoln made a comeback with the support of Ford's new policy, and finally fought.
Lincoln's brand effect and market positioning have a positive impact on his return to the China market. A large number of luxury cars imported in the early 1990s left a deep impression on the people of China. At that time, extended Lincoln was highly sought after, and its flagship "American luxury" was deeply recognized by the public. But at this time, many luxury brands entered China, and Lincoln could not make up for the missed six years.
In 20 15 years, Lincoln's sales in China * * 1 1630 vehicles made a good start. In 20 16, Lincoln sold 32,558 vehicles, up180% year-on-year; In 20 17, Lincoln sold 54 124 vehicles, up 66.24% year-on-year. However, in 20 18, Lincoln's sales in China decreased by 2.2%. In 20 19, Lincoln's cumulative sales in China were 46,629 vehicles, down 16% year-on-year.
China's auto market in 20 19 years was not in a slump. When the market dividend gradually disappeared, the haste brought by Lincoln's short entry time began to appear.
The way out: joint venture with Chang 'an.
20 17 Lincoln finalized changan as a partner. Changan Automobile has cooperated with Ford for a long time. As a brand owned by Ford, it is reasonable for Lincoln to take the lead in considering Changan.
Joint venture has never been the purpose of the development of car companies, but a better means and mutually beneficial platform for domestic and foreign car companies.
For Changan, as a national recognized military enterprise and a first-line independent brand, Changan has developed extremely rapidly in recent years. From the initial arsenal to one of the leading brands of passenger cars, from the initial reverse imitation to the establishment of design and R&D center, Changan has continuously achieved self-breakthrough and brand reconstruction. At the same time, Chang 'an also needs new breakthroughs to better embark on the road of internationalization. Ford, PSA, DS and Suzuki, which have had joint ventures with Changan, have not achieved much. At this time, cooperation with Lincoln is another focus of Chang 'an.
For Lincoln, this cooperation will enable Lincoln to take advantage of Chang 'an's popularity and market reputation. Over the past decades, numerous successful joint venture products have emerged in China, and Chinese people have formed a mindset that joint venture cars will definitely lower product prices when they enter the market. If Dongfeng succeeds in opening the market, Lincoln will be able to reduce costs and increase efficiency, expand production, open the market and achieve a new high in sales.
This joint venture is beneficial to both Lincoln and Chang 'an. But how much this "profit" can play will take time to test. After all, Sino-foreign joint venture cars are not new products. In recent years, there have been hot, tepid, self-defeating and staggered exits.
Will Chang 'an Lincoln become a lotus leaf in the lotus pond?
There is a "polishing theory" in the control strategy-the effectiveness of information depends on its exclusivity. If a piece of information is fully enjoyed, its advantages and utility will be "polished".
There is also a lotus pond effect in economics: suppose there is a lotus leaf in the pond on the first day, two new ones grow one day later, four new ones grow two days later, and eight new ones grow three days later. Maybe until the 47th day, we only saw less than a quarter of the lotus leaves in the pond, and most of the water was still empty. Surprisingly, on the 48th day, the lotus leaf covered half of the pond, only one day later. Before the "critical point" of 47 days, information may be in a slow growth period, which is difficult to attract people's attention, and once it breaks out in an instant on the last day, its influence will be amazing.
Whether the 20 17 joint venture was finalized or the first product came out in 2020, Changan Lincoln missed the most brilliant welfare period of the joint venture car, that is, when the lotus pond was still empty. Compared with Cadillac, which is also a second-tier luxury car, Lincoln has lost his time advantage.
In the past three years, the automobile market in China has been surging with the wind, and earth-shaking changes have taken place.
In 20 19, there was a general trend of sales decline in China automobile market, and many dealers hoped that the bleak automobile market would have a new start in 2020. However, just after 2020, novel coronavirus attacked brutally, which had a bad influence on China's economy. As of press time, many cities are still closed, and major automobile brands have lost their first quarter.
It can be predicted that after the epidemic, under the pressure of sales targets, dealers will set off more intense market competition.
Will Adventurer, which was originally scheduled to be released in March, be postponed now? If it is changed to online publishing, will it affect the initial publicity? This is the problem of Lincoln in Chang 'an now.
Lincoln's domestic decision made three years ago was correct. The market is changing rapidly, and the brand will perish if it does not change. But now, it is still unknown whether this joint venture project can get the effect Lincoln wants.
Will Lincoln become a lotus leaf in the lotus pond in this era of increasingly differentiated competition?
We need to find the answer from the product strength.
Are adventurers worth the risk?
2019165438+1October 15, the aviator carrying Lincoln's high hopes was officially listed in Zhuhai International Air Show Center. From all aspects, the Flyer is a good model, which really proves Lincoln's car-making level. However, the price of more than 600,000 yuan doomed that it could not greatly boost Lincoln's sales in China, but played a symbolic role.
pilot
Relatively speaking, the price and product positioning of adventurers tend to take the number of vehicles. According to the data released by adventurers at present, we can have a more intuitive impression of this car.
First of all, from the appearance, the domestic version of adventurer is highly consistent with the overseas version of Lincoln pirate ship. Lincoln's family-style front face design is very personal, and the dotted air intake grille and full LED headlight group are also very classy. The tail adopts eye-catching integrated horizontal LED taillights, and the words "Changan Lincoln" are connected into one, indicating its domestic identity.
In terms of body size, the length, width and height of domestic Lincoln adventurer are 4615/1887/1630mm, respectively, and the wheelbase is 27 1 1mm, which is larger than that of current MKC and Ford Sharp.
For the interior, the 12.8-inch suspended central control panel seems to have a tablet computer in the middle of the car. But whether you can accept a big screen depends on your personal preference. In addition, there is controversy. Other interior details of the adventurer are extremely exquisite. The car is decorated with a large number of leather packages, supplemented by spray-painted plaques and chrome-plated elements, highlighting its sense of luxury. At the same time, the new car comes standard with front/front double-sided glass, ANC active noise reduction, AAR "fresh air housekeeper" air filtration, door password opening, 9-speaker stereo, welcome induction system and front seat heating. All aspects are very sincere. The second row of seats can also slide, and the rear row space is considerable.
In terms of power, the adventurer is equipped with a 2.0T engine, with a maximum output of 245 HP and a peak torque of 390 Nm. The transmission is equipped with an 8-speed automatic manual transmission, providing front-wheel drive and four-wheel drive versions. It is said that the plug-in hybrid version will be made in China in the future.
In the same class of vehicles, adventurers can be said to be sincere and worthy of "adventure". If the car purchase budget is around 250,000, consider choosing an SUV model, and you can completely consider buying an adventurer. After all, as the first car of Changan Lincoln, the OEM will definitely make great efforts on the quality of the car. Only by taking the first step on the road of joint venture can we have a better future development.
There are too many variables in the future, but the biggest constant is ever-changing 20 17 finalized Lincoln's joint venture, it is hard to think of Xiaosuo in the 20 19 automobile market, and Lincoln, who is still preparing to go public under Xiaosuo's adversity, can hardly think of the sudden disaster in early 2020.
The present situation is a great test for Lincoln. We must abandon all the original plans and quickly formulate a decision-making policy that can adapt to the new situation. The factors that determine whether an enterprise can survive better are not only the immediate gains and losses, but also the flexibility and adaptability in the rapidly changing market.
Some commentators said: Compared with competitors, Lincoln's pace of entering the China market is slower than one beat. But Lincoln has always shown a positive attitude, making cars with heart and paying attention to service. Now Lincoln has adopted it? T+8？ "Model (Lincoln Ecosystem) hopes to enhance brand awareness more effectively, so that there will be more contact between brands and customers, thus expanding new markets. Including Lincoln Center, Lincoln Brand Store, Lincoln Experience Store and Lincoln Member Club, integrating online and offline channels. Each type of store has a specific scale and function. For example, Lincoln brand stores are usually located in areas where luxury stores are concentrated, allowing customers to understand, experience and customize cars online.
Mr. Jia said to him, sometimes foreign companies are powerless. For example, the Ford Mustang in the United States sells well, but the coupe is not so popular in China.
Lincoln has a long way to go to expand the market and better meet the needs of China people. But all the strategies are perfected in practice. Under the premise of excellent hard conditions, gold will always shine.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.