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at the 2024 chengdu auto show, which opened on august 30, lincoln officially launched the all-new aviator. as the first new model launched by jia mingdi after taking over lincoln china, its importance is self-evident. "if lincoln wants to make a fuel vehicle, it must achieve the ultimate quality of a fuel vehicle, such as the all-new lincoln aviator, which is equipped with v6 3.0 as standard," said jia mingdi.

jia mingdi believes that "herited luxury, elegance and calmness" are the key factors to win the love of users, and only by establishing a brand can we win the market. in the mind of old qian, lincoln can well meet the recognition and pursuit of mechanical quality.

the new lincoln aviator has not only been comprehensively upgraded in appearance and interior, but the price of the top-end model is also 63,000 yuan cheaper than the old model! more importantly, the new car is still equipped with a 3.0t v6 engine + 10-speed manual transmission as standard. with this point alone, it has far surpassed competitors such as the bmw x5 and audi q7, which have lowered their prices by launching 2.0t models!

a small horse pulling a big cart? sorry, lincoln has his own ideas!

after the new aviator, lincoln is also accelerating the introduction of the new generation lincoln navigator to china. jia mingdi revealed that the car is scheduled to debut at the guangzhou auto show in november this year. the arrival of the new generation lincoln navigator will continue to help the development of the lincoln brand in china and enable brand upgrades.

jia mingdi, president of lincoln china

only with a brand can there be sales. brand is lincoln's core asset.

in the process of the automobile industry's transformation towards intelligence and electrification, many new brands such as nio, ideal, and aito have emerged. their product pricing highly overlaps with the market of more than 300,000 occupied by lincoln. moreover, from the perspective of policy support, lincoln, which mainly produces fuel vehicles, missed the "timing" advantage.

but jia mingdi is not obsessed with this. he believes that in the long history of automobiles, temporary achievements are of little significance to a century-old company. old does not mean obsolete, but reliable and long-lasting. the old ones have been new, but the new ones may not be as old as before.

"we need to find accurate users and make lincoln a brand that everyone can see clearly. buying a car is not only buying the future, but also buying a kind of affirmation of your past self. lincoln's customers are people who are buying both future life and affirmation of their past self."

jia mingdi also said that lincoln will continue to cultivate the large car market, starting with the lincoln navigator, focusing on models above 300,000 yuan, which will also be lincoln's key market in the future. for young user groups, there are also models such as the aviator and lincoln z.

price cannot deviate from value

in the past two years, the most talked about topic in the automotive industry is not who has released a new car, but who can cut prices the most! the luxury brands that have always been high and mighty have to adapt to the market and start an "unprecedented" price war!

in contrast, lincoln does not participate too much in pure price competition, and objectively speaking, this is not lincoln's strong point.

jia mingdi proposed that there should be logic between price and value, and price should not deviate from value. lincoln pursues high-quality sales, does not judge success or failure by sales figures, and does not participate in price wars. it attaches importance to sales, but does not simply pursue sales. quality is more important than quantity, and value is more important than numbers.

the value retention rate fully demonstrates the market's recognition of lincoln, and each model is in a leading position in its respective market segment. lincoln ranked first in the us brand value retention rate ranking with a three-year value retention rate of 57.58%, and the aviator ranked second in the market segment with a one-year value retention rate of 75.43%. the aviator, navigator, and lincoln z ranked first, second, and third in their respective market segments.