Luxury For A New Generation

New Lincoln's superb design will attract nation's most discerning drivers, Li Fusheng reports in Guangzhou.

Ford Motor's premium arm, Lincoln, launched the new MKC at the Guangzhou auto show, consolidating the brand's position in the popular small premium utility segment of the Chinese market.

The small premium utility market is expected to grow in China by more than 150 percent by 2025 and is crucial in attracting the new generation of premium car buyers, who will shape the industrial landscape for decades to come.

The new Lincoln MKC is now available in six packages, which refresh the iconic luxury experience of Lincoln's utility family.

"It is exciting to see how Lincoln has progressed beyond expectations to become China's fastest-growing luxury brand. We are proud of the Lincoln MKC's contribution to this success as our best seller and one of the most favored vehicles in the segment today," said Amy Marentic, president of Lincoln China.

"As a powerful entry in the largest and fastest-growing segment in the premium market, the new Lincoln MKC promises a unique one-size-fits-one ownership experience."

She said the new model will enhance the quality of customers' lives at every turn "from its contemporary yet elegant exterior to strong versatility, from smooth rides to enhanced connectivity".

The new MKC has been upgraded inside and out based on customer feedback, and features a trend-setting design, a comfortable and flexible ride and up-to-date technologies.

A new 2.3-liter turbocharged engine has been added to the Presidential Series, upgrading the 2.0-liter engine to increase fuel efficiency.

The new Auto Start-Stop and Auto Hold features are standard for better urban commuting, while the Enhanced Active Noise Control ensures a quieter cabin.

The model boasts the SYNCR 3 + MyLincoln Mobile App suite. Having brought in-car connectivity to a new level, it will better meet the demands of the new generation of young Chinese luxury customers.

An all-new trim series of the Premiere has been added to the Lincoln MKC, allowing even more buyers to enjoy the personalized experiences that define Lincoln with its competitive pricing and rich offerings.

Virtual Lincoln Way

The Lincoln Way underpins the premium brand's development in China. Based on deep insights from high-end service industries, the Lincoln Way caters to each customer's unique needs for a truly personalized experience.

The Virtual Lincoln Way, the online extension of The Lincoln Way, is now receiving more than 13,000 visits each month and bringing more Chinese customers into the Lincoln experience.

The Virtual Lincoln Way Preferred Experience has gone live at the Guangzhou auto show, where customers can use WeChat to select their desired vehicles and make a down payment to reserve their vehicles.

With a minimum down payment, the selected vehicle can be reserved for the customer exclusively for 48 hours.

This upgrade will be available first in 11 Lincoln stores in six cities before rolling out nationwide.

Online applications for test driving, already available in Shanghai, will be expanded to Beijing later next month and more cities including Guangzhou in the future.

As Lincoln continues to enhance offerings on The Virtual Lincoln Way, customers will have a wholesome online journey, from exploring on the 360-degree virtual dealership, live video chat with customer service, and at-home test drive, to the final payment and delivery.

China's momentum

Lincoln has been growing at a rapid pace in China this year, continuing its strong growth since its arrival two years ago.

In the third quarter, the automaker sold 8,546 vehicles, bringing January-September sales to 20,996 units, a 191 percent growth year-on-year. It sold 11,630 units in 2015.

Marentic attributes this enviable performance to "distinctively luxurious vehicles and a warm, personal purchase and ownership experience".

"This combination is making Lincoln one of the fastest-growing luxury auto brands in China," she said.

Lincoln boasts a strong product portfolio in the country. The full SUV family, including the small premium utility MKC, the midsize premium utility MKX and the full-size luxury SUV Navigator, have been well accepted in the market, with year-on-year sales growth of 247 percent in October.

The company's sedan line-up was recently enriched by the new Lincoln MKZ, a midsize premium sedan.

The all-new Continental, the brand's full-size luxury flagship sedan, will be launched later this year, fulfilling Lincoln's promise to bring five new products to China by the end of 2016.

The new Continental is expected to take the brand to new heights.

Lincoln's performance is also due to its expanding sales network across the country.

It now has 53 Lincoln stores and three branches in China. The automaker is expected to have 65 Lincoln stores by year's end and 80 by the end of 2017.

Contact the writer at lifusheng@chinadaily.com.cn

(China Daily 11/21/2016 page12)