Lincoln Strengthens its China Presence
Two New Dealerships in Hefei and Hangzhou
| Jun-06-2015 8:00 AM ET
HEFEI/HANGZHOU, China — Lincoln, an iconic luxury automotive brand with a heritage linked to presidents, royalty and movie stars, recently opened two new dealerships in Hefei and Hangzhou in Eastern China, as the brand continues its China expansion.
Hefei Haikangda Lincoln Store, backed by Jianyin Huasheng Group, marks the brand’s entry into Anhui, an inland province with strong market potential. Meanwhile, Zhejiang Wanheng Lincoln Store, invested by Zhejiang Wanyin Automotive Group, is the second Lincoln dealership in Hangzhou, where early results for the Lincoln brand have been encouraging.
With the opening of these two dealerships, Lincoln now operates 13 stores in China. The two latest addition to the Lincoln dealership network not only shows the brand is on track to open a total of 25 Lincoln Stores by the end of this year, but also demonstrates the brand’s dedication to delivering its unique interpretation of luxury to Chinese customers.
Strong dealer network and products support China progress
Lincoln will have a total of 60 dealerships in 50 cities by the end of 2016, covering key metropolitan areas and beyond across the country.
“Since the grand opening of our first dealer in China last fall, the Lincoln team has worked hard to deliver The Lincoln Way to an increasing number of consumers,” said Robert Parker, president, Lincoln China. “Chinese customers have begun to appreciate the brand’s heritage and focus on The Lincoln Way.”
Lincoln will introduce five models to China by the end of 2016. After the debuts at Auto Shanghai 2015, both the medium-large sized utility Lincoln MKX and full-sized luxury SUV Lincoln Navigator will arrive at Lincoln dealerships in the latter half of 2015. Another show favorite, the much-anticipated full-size sedan Lincoln Continental Concept, will launch its production model in China next year. Together with the small utility Lincoln MKC and the medium-sized sedan Lincoln MKZ already available in China, Lincoln will cover about 80 percent of the luxury auto segments.
Lincoln’s progress in China has been applauded by its dealers. “Lincoln has a heritage of nearly a century,” said Yeling Li, chairman, Jianyin Huasheng Group. “For decades, Lincoln has been setting trends in the industry and a symbol of prestige and elegance. I am thrilled to introduce this iconic brand to more Chinese customers.”
“The segments in which Lincoln competes are all very popular in China, and I am confident the brand will attract a broad base of customers,” said Weimin Chen, chairman, Zhejiang Wanyin Automotive Group. “Sharing the same vision with Lincoln, we are happy to join Lincoln in delivering personalized services of The Lincoln Way to our customers.”
The Lincoln Way, an unexpected journey with Lincoln
The Lincoln Way is an innovative luxury automotive purchase and ownership experience tailored for Chinese customers and underpins Lincoln’s development. Based on an intensive study on industries from luxury to hospitality, it promises a unique, personalized experience to each customer.
From extending service hours for customers when necessary to a live on-site video feed during maintenance and repair, The Lincoln Way commits to a “one-size-fits-one” approach and puts customers first at every touch point.
Lincoln dealerships are built around their customers, using clean, elegant designs, harmonious colors and quality materials. Staff is specially trained at the Lincoln Institute, and a Personalization Studio allows guests to customize their ideal Lincoln vehicle. Prospective customers can view a life-size image of the vehicle - both inside and out - with family and friends before making a selection.
Through these practices, Lincoln is building lasting and engaging relationships with its customers, further establishing itself as a distinctive player in Chinese automobile market and meeting the demands of a new generation of luxury automobile customers.