“luxury has its own way” is the well-known brand concept of luxury brand Lincoln.
Now, it is being injected with a whole new meaning.
On April 25, 2024, Lincoln interpreted “the way of Lincoln” in the W3 Pavilion of the 18th Beijing Auto Show in the form of four American living rooms created by the auto show, reflecting the taste and posture of different stages of life.
let the new definition of “elegance and calmness” be displayed from the inside out.
Because luxury is not simply material wealth, “Lincoln’s way of luxury is a noble, elegant, leisurely and confident realm of life.
” In the current industry atmosphere filled with anxiety and pressure, I think it is particularly valuable. ” Dr. Jia Ming, president of Lincoln China, said so.
Since the four “realms” and five interpretations are sitting in the four American living rooms, what is Tao? For thousands of years, there has been a lot of description of “Tao” in Chinese traditional culture.
But if you really want to be clear, you still have to experience it yourself.
This is also Lincoln China’s brand-new expression of “the way of Lincoln”.
“heavy load of all things, useful.
and accept all rivers, tolerate”, Lincoln insists not to stack luxury with simple configuration, but to show magnificent aura with style, sturdiness and large space.
The full-size SUV Lincoln navigator, which was first created 27 years ago, has created a new market segment.
This is a “magnificent way” to bring a shocking experience to users.
On the other hand, Lincoln has always been committed to creating a comfortable experience cockpit, which is not only the sublimation of the attitude towards life, but also the persistent pursuit of the feeling of leisurely driving.
At the same time, it is also a “cozy way” in pursuit of texture.
While the external practice in the form and the internal practice in the heart is the pursuit of inner quality, elegant posture and elegant self-cultivation of the “way of serenity”, focusing on the exquisite, elegant and considerate design, rejecting the noise of the outside world and pursuing the quiet cockpit experience.
this is, of course, the well-known brand password of “quiet Journey”.
In addition, “Silver Saddle White Horse, valiant like a meteor”, the Lincoln electric hybrid family listed this year, the whole car system has many configurations, such as high horsepower, low fuel consumption, intelligent all-wheel drive, active suspension, L2 + smart driving, and so on.
Bring a life driving force that leads thousands of peaks and is not afraid of challenges.
This stems from the fact that what the “way of strength” pursues is not external ostentation, but internal positive strength, as well as firmness and self-confidence.
And through customized, exclusive “Lincoln way” worry-free service, to bring users self-confidence and calm, personalized and noble enjoyment of products and services, which is Lincoln’s “noble way” to pursue the value of excellence.
At the same time, this is not only to convey a perceptible sense of dignity, but also a kind of brand temperature of “turning into spring mud to protect flowers”.
Of course, the root of Tao is, what is the nature of luxury? Lincoln identified it as “human” and realm after a hundred years of accumulation.
Since entering the Chinese market, the Lincoln brand represents not only American luxury, but also user value based on spirit and values.
As Dr.
Jia Ming-dysprosium, president of Lincoln China, said at the press conference, “luxury exists only because users yearn for it.
” Luxury is not only material wealth, but also spiritual wealth.
Every stage of life has a different spiritual realm.
The Lincoln brand creates a unique luxury experience for users at all stages of life.
” Because of this, Lincoln accompanies every stage of the user’s life with the elegance of the American living room, the elegance represented by the adventurer, the elegance represented by the adventurer, the elegance created by the navigator, and the elegance of the Lincoln navigator.
walk gracefully in the “advanced journey” and find a life realm that “belongs to you”.
The five models Lincoln participated in the Beijing Auto Show also perfectly fit this realm of life with five cars and five colors: Lincoln’s navigator’s “Temple Red” blossoms with elegance, showing the unique grace of a successful and elegant life.
Lincoln aviator’s “Phantom Green” exudes elegant rhyme and deduces the extraordinary demeanor of pursuing style of life.
Mixed with Lincoln navigator’s “Qingya Blue”, contains profound and broad meaning, showing the calm and elegant charm of Zhuoran.
The “elegant powder” of Lincoln adventurers is full of vitality and embodies the different amorous feelings of young and fashionable personality.
Lincoln Z’s “handsome and elegant Black” shows the quality of self-confidence and enterprising, and highlights the outstanding demeanor of going forward bravely and taking on a promising role.
These five vivid interpretations of “the way of Lincoln”, with the real experience that users can perceive as the core, inject a new connotation into “luxury has its own way”, so that Lincoln American luxury has a new level and sublimation.
The most suitable luxury, “my way is consistent.
” Since it is Tao, how can it be implemented in the specific experience? The auto show is about appreciation, not going to the market.
The Lincoln booth hopes to make everyone calm and calm down.
” This is what Dr.
Jia Ming dysprosium introduced to the media, the logic behind the four living rooms of the Lincoln booth this year.
Because Lincoln understood that only by meditation can users make the right choice.
What suits you is not found in a hurry.
As a result, Mr.
Wu Shengbo, vice president of Ford and president and CEO of Ford China, also said, “Today, luxury car users know that what is suitable for them is the best luxury.
” At a time when the industry trend is becoming more and more “volume”, from homogenization to maximization and personality labeling, Dr.
Jia Ming dysprosium believes that Lincoln brand should achieve “four focuses”: focus on brand positioning, focus on product value, focus on channel capabilities, and focus on user operation.
In other words, first of all, guide and enlighten the user’s mind, because, “it is not who the brand is, but who the brand makes the consumer become.
” Only by continuously passing the advantageous product points to the users can a general understanding be formed.
Moreover, no matter how the marketing model changes, Dr.
Jia Ming dysprosium believes that channel capacity is still a top priority.
Channels not only sell cars, but also need to convey Lincoln’s brand value through these car owners.
The important thing is that every role in the channel represents the brand, which makes it even more necessary to be “meticulous” to users.
And whether to establish deep trust with consumers through channels is the foundation and foundation of brand word-of-mouth.
Transaction behavior is only a way to realize trust, which should be used to make users willing and “spontaneously” convey the lifestyle and values represented by the brand.
This is also the immortal gene of Lincoln for a hundred years, not only the inheritance of adhering to the mission of “being a top car” over the past hundred years, but also the continuation of creating a luxurious new appearance in every era.
SoFacing the accelerated transformation of the circulation field, Dr.
Jia Ming-dysprosium said that the new retail must integrate online and offline, integrate users to operate, and also consider the priority of experience and efficiency.
In other words, either improve efficiency to save users’ time, or give users the best experience over a period of time.
Action is the best answer, strengthen digital contacts, focus on enhancing soft power, and create a faster and more in-depth service experience.
Lincoln is also truly implemented in the “distinguished service experience”.
The new “exclusive intelligent butler” service, with integrated service content, will provide users with a fast, convenient, intelligent full scene and full journey experience.
But all this is not to “roll up market share”. Dr. Jia Ming dysprosium said that Lincoln always pursued high-quality sales and did not judge success or failure by sales figures.
Because, at the beginning of the Lincoln brand, founder Edsel Ford said: “success does not have to cater to everyone, but it has to be loved by the people you love.
” For Lincoln marketing quality is more important than marketing quantity and user value is more important than value.
A single tree cannot make a forest, and a single flower is not spring. ” Dr. Jia Ming dysprosium recite poems, Lincoln has been firmly on the “own way” luxury road, with a century-old brand heritage, so that users have a leisurely product experience and elegant attitude of life, the bottom line of luxury will not compromise.
Although it will be difficult, the Lincoln brand always has a firm belief that American luxury gives users one more choice, and the real luxury connotation and real user value are contained in “the way of Lincoln”.
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