Exceptional service earns Lincoln best year yet in China
Lincoln was the fastest-growing premium car brand in China in 2016 thanks to its expanded lineup, growing dealer network and rising recognition of its personalized service, The Lincoln Way.
The premium arm of Ford Motor Company sold 11,562 cars in the fourth quarter last year, its best quarter yet in China, bringing its total sales in the country to 32,558 cars in 2016, a surge of almost 180 percent year-on-year.
Data from the Ministry of Public Security show that the average growth rate of premium car brands in China hovered around 25 percent in the first 10 months of 2016.
“2016 was an exciting year for Lincoln in China as we progressed on all frontiers, from products and network expansion to customer experience,” said Amy Marentic, president of Lincoln China.
Lincoln has introduced five models into the world’s largest auto market, fulfilling a promise it made when it came to China in 2014.
The latest member of its portfolio is the all-new Continental, a full-size luxury sedan and the brand’s iconic flagship, which was launched on Nov 28 in Shanghai.
It was the car of choice for celebrities such as Elvis Presley and Elizabeth Taylor, and for six US presidents from John F. Kennedy to Ronald Reagan.
Analysts believe the car enables Lincoln to compete in the full-size luxury sedan segment and is crucial to enhancing its influence.
Lincoln estimates that the prestigious segment will grow over 60 percent in the country from 2015 to 2025 in terms of volume, though China’s economic growth has slowed.
The automaker’s sedan lineup was also enriched by its new MKZ, a mid-size premium sedan.
The full SUV family has been introduced, ranging from the new small premium utility MKC and the mid-size premium utility MKX, to the full-size SUV Navigator.
Lincoln has also expanded its sales network in the country, with 65 stores and seven branches across China as of the end of 2016.
In terms of sales, five of Lincoln’s top 10 dealerships worldwide and 11 of the top 20 were in China last year, thanks in part to the personalized service of The Lincoln Way evolving and gaining nationwide recognition.
The automaker said the unique customer experience has become the top reason for customers’ purchases.
2016 was an exciting year for Lincoln in China as we progressed on all frontiers, from products and network expansion to customer experience.” Amy Marentic, president of Lincoln China
“Lincoln is increasingly the choice of China’s new generation of luxury buyers who prefer individuality, and we look forward to bringing our one-size-fits-one experience to even more Chinese customers,” said Marentic.
Consulting firm PricewaterhouseCoopers said Lincoln now has the highest dealership customer satisfaction rating in the industry.
The automaker said it will continue its China expansion in 2017, with a total of 80 stores expected to open by year’s end.