Ford have just announced that they will be introducing their own luxury brand, Lincoln, in China, in the second half of 2014.
Lincoln, named after U.S. President Abraham Lincoln, was founded by Henry Leland. Lincoln was acquired by Ford Motor Company in 1922 when it saw the potential in the brand and identified with its purpose to serve luxury customers uniquely.
Lincoln will be coming to China, offering its rich and unique heritage to customers seeking a new level of luxury,Starting during the second half of 2014, Lincoln will begin selling its cars in China through a dealer network that will deliver a personalized brand experience.
It is believed that, With a nearly 100-year history, Lincoln will deliver an exceptional and personalized brand experience for Chinese customers seeking luxury tailored to their own needs. New Lincoln products will begin to be sold in China in the second half of 2014 through an independent dealer network. The company begins meeting with dealers interested in being part of Lincoln’s growth in China in the fourth quarter of this year.
The luxury segment in China is forecast to surpass the luxury segment in the United States by 2020. In China, luxury vehicle sales are expected to more than double – from 6 percent of the market today to nearly 9 percent by the end of the decade, according to IHS. Annual sales of luxury cars are forecast to be approximately 2.7 million units by then.
In China, consumers now see luxury as more than a product, according to an intensive observation study of luxury car buyers conducted by TNS China.
While it isn’t clear which cars will be offered in the Chinese market, we can almost guarantee that the lineup will include the completely redesigned 2013 Lincoln MKZ.
In addition to the Lincolns, Ford is also increasing its presence in China with the introduction of 15 new Blue Oval vehicles (and 20 new powertrains) by 2015. Ford is also investing into production facilities in China including five new plants which is expected to help it increase its global sales to eight million total units within the next few years.
