Lincoln Opens Two New Dealerships in Qingdao and Shanghai - Ford Inside News Community
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post #1 of 20 (permalink) Old 12-09-2014, 11:18 AM Thread Starter
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Lincoln Opens Two New Dealerships in Qingdao and Shanghai

Lincoln Opens Two New Dealerships in Qingdao and Shanghai
Offering “The Lincoln Way”
Lincoln


Dec-08-2014 10:05 PM ET

​QINGDAO and SHANGHAI, China — Over the weekend, Lincoln opened two new dealerships in China—Qingdao Fuxing Lincoln store and Shanghai Baolide Lincoln store on Dec. 7 and Dec. 8 respectively—delivering on its promise to Chinese customers. These two brand new stores, with showrooms over 4,800 square meters and 2,100 square meters, maintain the elegant design and luxurious ambience of Lincoln stores.

“As with all Lincoln stores in China, these two dealerships will offer vehicles using The Lincoln Way, a unique new automotive ownership experience for Chinese luxury customers. The opening of two brand new stores indicates Lincoln’s strong commitment to Chinese customers,” says Robert Parker, president, Lincoln China.

The Lincoln Way will serve today’s younger and more discerning luxury customers who value individuality. Through Lincoln’s specially trained staff, customers will experience a warmer, more engaging purchasing and ownership experience personally crafted to their individual needs and desires. The Lincoln Way has been developed over the past three years and is based on research across luxury retailing experiences from different sectors, including the hospitality sector.

Key elements of The Lincoln Way include a dedicated Lincoln Team, a distinct, welcoming, home-like environment featuring a relaxing tea house; intuitive personalized technology, with an exclusive Personalization Studio; and complete sales and service transparency.

Lincoln will open three more Lincoln stores in China by the end of 2014 and a total of 60 stores in 50 cities in China by 2016. The Lincoln Way will be embedded in all Lincoln stores in China.

Lincoln stores in China will first offer the all-new Lincoln MKC, a small premium utility vehicle, and the Lincoln MKZ, a midsize premium sedan. Both vehicles come in three model series: the Reserve, the Select and the Preferred. The MKZ and MKC will be followed by the Lincoln MKX, a mid-size SUV, a full-size sedan, and the Lincoln Navigator, fulfilling the brand’s promise to bring five new vehicles to China by 2016.
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post #2 of 20 (permalink) Old 12-09-2014, 11:27 AM Thread Starter
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

"The MKZ and MKC will be followed by the Lincoln MKX, a mid-size SUV, a full-size sedan, and the Lincoln Navigator, fulfilling the brand’s promise to bring five new vehicles to China by 2016."

Nice to see Lincoln is sticking with the plan, and hopefully it works out like this:

2015 - MKX | MKS

2016 - Navigator

Lincoln really can't go another year without a fill-size sedan in NA or China.
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post #3 of 20 (permalink) Old 12-09-2014, 11:49 AM
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

100% true. I love how they're taking the time to make the dealership more like a museum/art gallery than the typical showrooms we're used to here in the states. If they could speed up the product pace then we could be on to something.
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post #4 of 20 (permalink) Old 12-09-2014, 11:51 AM
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

Quote:
Originally Posted by Bloggin View Post
"The MKZ and MKC will be followed by the Lincoln MKX, a mid-size SUV, a full-size sedan, and the Lincoln Navigator, fulfilling the brand’s promise to bring five new vehicles to China by 2016."

Nice to see Lincoln is sticking with the plan, and hopefully it works out like this:

2015 - MKX | MKS

2016 - Navigator

Lincoln really can't go another year without a fill-size sedan in NA or China.
The next MK S will be ready for....2017! Will debut in 2016. In 2015 Lincoln will launch the MK X, in 2016 the MKS, in 2017 the new Navigator.

Lincoln wil be another 2 full years without a big sedan at the dealers...

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post #5 of 20 (permalink) Old 12-09-2014, 11:54 AM
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

Lincoln Intent on Growth in China
Dec 9, 2014
Tom Murphy | WardsAuto

DETROIT – Having opened six dealerships in China since the beginning of November and planning to open two more in the coming weeks, Ford’s Lincoln brand sees vast opportunities in what promises to be the world’s largest luxury vehicle market.

And even though Lincoln is just getting started there, the brand has something many premium makers lack: a rich history of celebrities and American presidents as customers.

After conducting extensive one-on-one interviews with wealthy consumers in China, Kumar Galhotra is optimistic because a strong brand history carries a lot of weight in the country.

“They think of Lincoln as presidential,” says the Ford vice president who became president of Lincoln in September. The brand’s Black Label upscale trim package now being offered in the U.S. is being marketed in China instead under the Presidential moniker.

Luxury customers there think of Lincoln “as a vehicle of celebrities. They mentioned Marilyn Monroe and her Lincoln and Frank Sinatra and his Lincoln,” Galhotra says.

For now, the showrooms in China are offering only the all-new products, the MKZ sedan and MKC CUV. The next-generation MKX CUV eventually will be available, too. By 2016, those vehicles are expected to be among five new products offered there.

Lincoln won’t disclose sales numbers in China, but the brand reports enthusiastic response from shoppers. The first three stores are located in Beijing, Shanghai and Hangzhou.

Succeeding in China requires an embrace of the culture and an understanding that a Lincoln showroom in the U.S. cannot merely be moved across the pond, Galhotra says.

“In China, going to a Lincoln dealership is an experience. People bring their whole family – grandma, grandpa – so that has to be tailored to that culture,” he tells journalists at a media event here highlighting Lincoln’s new 10-year partnership with Harman’s premium loudspeaker brand, Revel, to deliver the quality and precision of a high-end home audio system inside the vehicle.

Future Lincolns, including the next MKX, will offer Revel audio systems with either 13 or 19 speakers, and an executive for the automaker says he expects 50% of customers to opt for it. On current Lincolns, such as the MKZ, MKC and Navigator, THX is the premium audio option.

Top-notch sound is one way to win over young, wealthy Chinese consumers. Another is to provide tea in the showroom, Galhotra says.

“Tea is a very important part of the culture,” he says. “So those luxury customers are met with tea, and I’m not talking, out of a teabag.” Instead, every Lincoln store in China has the equivalent of a tea sommelier.

“So we’ve got a tea room with a tea expert in each one of our dealerships, because that is a key part of the luxury experience in China,” Galhotra says.

Although Lexus outsells Lincoln by a wide margin in the U.S. and has more brand cachet, Galhotra says in China, Lincoln and Lexus have an equally favorable image among consumers. Plus, he says Lincoln’s “perception of prestige” among Chinese consumers is ahead of market-leader Audi.

Research aside, Audi vehicles can be spotted everywhere in big cities in China. Asked how long it will take before Lincoln sales in China rival those of Audi, Galhotra says it will not happen soon.

“To build a brand like this takes a very long time. It’s a very long-term commitment by us,” he says. “We are building the product plan, the network plan. We are resourcing it properly both in human resources and capital resources.”

As for the high-performance front, Galhotra also says Lincoln is in no rush to compete with BMW’s M, Mercedes’ AMG, Cadillac’s V or Audi’s S and RS sporty variants.

As desirable as that may be, he says Lincoln must focus on its core products, satisfy its customer base and build brand loyalty by delivering consistently excellent vehicles.

“We are going to very rigorously execute that plan. Beyond that plan, it’s based on the opportunity, whatever the business opportunity would be for us,” he says. “It’s not like I’m being coy or anything. We just haven’t made those decisions yet.”

After the next-generation MKX arrives, Lincoln will introduce an all-new sedan in 2016. Two additional vehicles will come later, closer to 2020, Galhotra says.

The new MKZ, which led Lincoln’s rebirth two years ago, has succeeded in bringing more potential buyers to showrooms, and the brand is conquesting customers at a higher rate, he says. Average transaction prices for the MKZ also are up significantly compared with the prior generation, he says.
http://wardsauto.com/auto-makers/lin...t-growth-china

I guess these are the 2 new dealerships the article was referring to.
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post #6 of 20 (permalink) Old 12-09-2014, 01:16 PM Thread Starter
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

This article has a conflict:

"For now, the showrooms in China are offering only the all-new products, the MKZ sedan and MKC CUV. The next-generation MKX CUV eventually will be available, too. By 2016, those vehicles are expected to be among five new products offered there."

This states there will be 5 new products by 2016

"After the next-generation MKX arrives, Lincoln will introduce an all-new sedan in 2016. Two additional vehicles will come later, closer to 2020, Galhotra says."

Now they state there will be 4.

It seems by 2016 Lincoln will have 60 stores, with 4 products(2 utility vehicles and 2 sedans) and a flagship SUV shown and on the way. With each new product bringing Lincoln more upmarket.

Side Note: If the current MKS rides until 2016, that gives credence to the idea that the current Interceptor will remain as is for a couple more years, and a New Taurus will launch on it's new platform a year earlier than the New MKS. Which allows Ford/Lincoln time to transition Flex and MKT to the new platform, and Explorer to it's new RWD platform ahead of a New Lincoln Aviator.

But looking at the Lincoln schedule:

2013: MKZ
2014: MKC
2015: MKX
2016: MKS
2017: Navigator
2018: Aviator
2019: New MKZ ?
2020: Continental ?
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post #7 of 20 (permalink) Old 12-09-2014, 01:56 PM
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

MKT is not scheduled to be updated through 2020 according to Lincoln's timeline, which likely means it will be discontinued sometime before then or succeeded by something else not directly related (and likely not sharing its name). I am absolutely certain Ford is phasing out this wagon-style crossover and feels no need to replace them considering the success of their other Crossovers and the fact that Flex and MKT have sold less each year it has been on the market. China has/will have Edge XL, S-Max, Galaxy, Explorer, Everest, Transit...that's allot of 7-seater options right there, far more than the US.

2017 MKS and Taurus production timelines will almost certainly merge if they continue to share an assembly line, although the new Taurus will likely be available in China well before either Taurus or MKS arrive in the US (since the new Taurus will be built in China). We are dealing with an all-new platform that is unrelated to the cars currently built at Chicago so I imagine they will hold off on Taurus until they can roll in MKS, which will likely only add 12-months to the timeline on Taurus over China.
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post #8 of 20 (permalink) Old 12-09-2014, 04:34 PM
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

..........................
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post #9 of 20 (permalink) Old 12-09-2014, 04:53 PM
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

So it's a definite that the MKS is going on the extended Fusion platform if it's going to Flatrock. I can't see Ford producing the Mustang on it's new platform, the Fusion on it's new platform, and leaving the MKS on the old Volvo platform all at the same facility.
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post #10 of 20 (permalink) Old 12-09-2014, 05:00 PM Thread Starter
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Re: Lincoln Opens Two New Dealerships in Qingdao and Shanghai

Quote:
Originally Posted by DetroitBORG View Post
MKT is not scheduled to be updated through 2020 according to Lincoln's timeline, which likely means it will be discontinued sometime before then or succeeded by something else not directly related (and likely not sharing its name). I am absolutely certain Ford is phasing out this wagon-style crossover and feels no need to replace them considering the success of their other Crossovers and the fact that Flex and MKT have sold less each year it has been on the market. China has/will have Edge XL, S-Max, Galaxy, Explorer, Everest, Transit...that's allot of 7-seater options right there, far more than the US.

2017 MKS and Taurus production timelines will almost certainly merge if they continue to share an assembly line, although the new Taurus will likely be available in China well before either Taurus or MKS arrive in the US (since the new Taurus will be built in China). We are dealing with an all-new platform that is unrelated to the cars currently built at Chicago so I imagine they will hold off on Taurus until they can roll in MKS, which will likely only add 12-months to the timeline on Taurus over China.

It seems one of the big indicators when a all new Ford model(not a minor refresh) is very close, the current model gets a huge cash back incentive to help clear out the current model.

2014 Edge: $4,750 Cash Back (Replacement Early 2015)
2014 Mustang: $4,750 (Replacement Here)
2015 Taurus: $4,500 (Replacement in 2015/MY2016)
2014 Expedition: $6,000 (Replacement Here)
2014 F-150: $8,250 (Replacement Here)
2014 Focus: $3,500 (Replacement Early 2015)

Unlike the 2014 C-MAX with sales declines, but no replacement or refresh set is just at $2,500 Cash Back
2014 Flex with a low $2,500 (more years to go, and Flex is also Ford's wedge vehicle helping with greater penetration of the CA market and #2 selling 7 passenger SUV in CA)
2014 Escape: $3,000 (more years to go with heavy competition, beat by CR-V and RAV4 right behind it)
2015 Explorer: $1,500 (Sales are high, inventory low and refresh late 2015)
2015 Fusion: $2,500 (more years to go)
2015 Fiesta: $1,000 (more years to go)
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