First to announce the December sales, Lincoln can’t wait to show off

In this cold winter, many companies have been frozen.

has seen too many declines before it understands the courage and hard work behind the blooming. In the long-frozen passenger car market, Lincoln became the first luxury brand to announce sales.

, a company that has only entered the Chinese passenger car market for only a few years, has waited a long time for this day, and it can be seen that they want to open a bottle of champagne to celebrate.

In December, Lincoln’s monthly sales reached 7,800 units, a year-on-year increase of up to 50%. Sales for 5 consecutive months set new records, and sales for 8 consecutive months increased year-on-year and month-on-month.

Obviously, Lincoln's achievement is very valuable.

In the past, we analyzed that Lincoln maintained this kind of action. Unsurprisingly, it will reach an excellent annual sales of 100,000 units in 2021. After all, the monthly sales volume has been close to 8,000 units. Market identity. Behind the achievement of

, there are opportunities, advantages and difficulties.

Indeed, one of the key factors for Lincoln's large sales growth is its small base, which can increase sales data through the correct strategic development direction.

But at the same time, there are not many luxury brands with a small base. Except for Lexus and Cadillac, the sales base of second-tier luxury brands is actually not large, but there are not many brands that can continuously provide incremental feedback.

Lincoln's advantage is obvious, it has a clear strategic plan.

The past two years have been the first year of Lincoln Road in China, or the first year of SUV. In the past two years, a number of domestically-made models have been launched. This has greatly filled the gap in the product level and brought better choices to the market. The introduction of

adventurers and pilots into the market directly enriches the SUV product matrix. At the same time, the navigator who is about to land on the market will also become an important member of the Lincoln SUV matrix.

This is the key to Lincoln being completely different from other second-tier luxury brands. Compared with the slow development of other second-tier luxury brands, Lincoln appears full of sincerity.

Only when there is a car can there be action, only when dealers have hope, and only when brands have dreams.

In terms of product shaping, Lincoln did not go as high as other luxury brands. The terminal price of the first-line luxury brand's pricing joint venture high-end car was dropped by Lincoln Pass.

stabilizes terminal prices, maintains brand tone, makes plans through original products, and uses terminal stable prices to attract user groups and fight first-line opponents.

Strictly speaking, this strategy is absolutely no problem. Therefore, in the mid-to-high-end market, Lincoln has been very successful. The monthly sales of the brand-new aviator reached 1,600 units in December, making it the most outstanding medium and large-scale priced at 600,000. One of the luxury SUVs. The larger size of

, a more luxurious cockpit and a new brand tone have become the core guiding force for the development of the brand. For Lincoln, such an operation method has actually been implemented on the adventurer. The sales volume of

has reached 4000 units for 4 consecutive months. It has not only become a model of success in the Lincoln system, but also a target for second-tier luxury brands to imitate. The most important thing is that for dealers, adventurers have become brand leaders. , Basic survival.

only analyzes from the product level, the Lincoln Adventurer terminal priced at 246,800 has little room for concessions. The key to being still sought after by users is that the adventurer provides more valuable products that are attractive compared to BMW X1 and Audi Q3 at the same price. And Mercedes-Benz GLA, the adventurer not only has the advantage of large size, but also achieved the best in configuration and power.

The most lacking entry-level luxury SUV in the past is the strength of the product itself. The first-line luxury brands oversold brand value compression products, and the shortcomings in daily use are obvious. The

adventurer with a size of 4.6 meters and a full 2.0T power system can bring better comfort whether it is daily home or long-distance travel. This attracts those entry-level user groups who have been squeezed by BBA for a long time.

This part of the first-tier companies are unwilling to take care of the market, and the second-tier companies are not able to take care of the market, which is well received by the late Lincoln adventurers and is well grasped.

Second, keep the same pace in terminal prices, and dealers will not make large price adjustments in order to stabilize terminal profitsDealers who do not give in, have such confidence that the company has a meticulous and rigorous new car promotion plan, which can continuously inject new products into dealers, enhance the product matrix, and maintain brand image.

new cars are the fate of luxury brands. Two years ago, Lincoln stated that it would release two brand-new SUV models and four brand-new models. Judging from the current actions, Lincoln has fulfilled its promise very well. This has given dealers a lot of confidence, and also let the market see To a different Lincoln, a different American luxury.