Lincoln gathers steam in China(2)

Q+A: KUMAR GALHOTRA

How do you see Lincoln's relationship with dealers?

As a new brand coming to China, our relationship with dealerships is crucial and we consider them our partners. Our dealer partners are fantastic. Relations with the entire dealership body are very, very strong, and that is a key part of our growth plan in China.

What is Lincoln's strategy in China?

In terms of the overall strategy for the Lincoln brand in the country, it is really threefold: products, experiences and brand strengths. And products and experiences are actually what create the brand strengths. Our brand is highly regarded in China. But we are not taking that for granted. We are deploying a very broad product portfolio to meet all our Chinese customers' needs. And we have developed a fantastic experience called The Lincoln Way.

What is your understanding of China's position in luxury markets?

Speaking of luxury markets, globally there are three geographic regions. They are Americas, Europe and China. At the moment, the US is the largest luxury market and we believe China is a very close second and very soon it will become the largest global luxury market. So it is one of the most important markets for Lincoln.

Milestones

2014

April 17

The US luxury brand announces in Beijing that it will be launching "personally crafted luxury" called The Lincoln Way in China. The new MKC and MKZ are presented to Chinese customers.

April 20

The Lincoln MKX concept car makes its world debut at Auto China in Beijing.

June 27-Oct 10

The Lincoln Space China Tour sets out from Shanxi province. It travels to Chengdu, Sichuan province; Guangzhou, Guangdong province; Shanghai; Hangzhou, Zhejiang province; and Qingdao, Shandong province.

Oct 23

Lincoln officially launches in China and announces the retail pricing for the MKZ and MKC.

Nov 6

The first three Lincoln stores open in Beijing, Shanghai and Hangzhou.

2015

March 26

Pricing of the MKZ and MKC Lincoln Presidential Series is announced to Chinese customers.

April 20

The newly expanded Lincoln lineup is presented at Auto Shanghai 2015 with the debut of three new models - the Lincoln Continental Concept, MKX and Navigator. Presale prices for the new Lincoln MKX are announced.

Sept 14

The first phase of The Virtual Lincoln Way is unveiled. The project is designed to satisfy growing customer demand for different ways to shop, buy and deliver vehicles online.

Oct 20

The medium-large sized SUV MKX hits the market in Beijing.

Nov 20

The prices for the full-size SUV Lincoln Navigator are announced at Auto Guangzhou 2015, and phase two of the Virtual Lincoln Way is unveiled at the event.

2016

Jan 8

Lincoln announced it sold 11,630 cars in 2015, the first full year for the US premium brand in China.

April 25

The third phase of the Virtual Lincoln Way is unveiled and another two cars, the Lincoln Continental and the 2017 new Lincoln MKZ, are showcased at the Beijing auto show.