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auto-first｜zhou guangjun

german luxury is mechanical luxury, japanese luxury is service luxury, and american luxury is luxury for people with emotional values ​​and a sense of relaxation, emotional luxury. dr. jia mingdi, president of lincoln china, has summed up lincoln's new luxury.

faced with the extremely sluggish overall auto market and the slowdown of luxury brands, jia mingdi, who is in the middle of it, is able to make strategic plans and come up with many golden sentences.

golden sentence 1: in the face of price wars, compared with other luxury brands, lincoln would rather reduce equipment than reduce the safety, health and environmental protection of materials.

quote 2: dishes made by different michelin chefs must taste different. lincoln does not need and does not make pre-prepared dishes.

golden sentence three: the biggest difference between lincoln's luxury and other brands is that those who buy lincoln are all family members, while those who pay for other brands may not be family members.

jia mingdi, who has already integrated into the lincoln and ford systems, has long been accustomed to the tension and busyness from 8 am to 8 pm every day. facing auto-first, he talked freely that car manufacturing now has the lowest threshold. first, it was kidnapped by capital and then by the impetuous car market. it will take one or two years to calm down.

buying a car will also return to rationality. it has become a consensus among more and more people that a car is not a color tv, refrigerator, or large sofa. jia mingdi described this year's competition in the auto market as "more intense, faster, and more challenging." blindly falling into a price war will not bring positive effects to the brand. cheap does not mean practical, and the value of a car cannot be measured by price.

lincoln wants to find the right customer group. just as edsel ford said, "success does not require satisfying everyone, but only being loved by the ones who love you." it does not measure the value of products by price, and will not be shaken in its choice of brand and product because of a small price difference.

jia mingdi is like the captain of the new lincoln aviator, steering the direction of lincoln china. he said that lincoln calmly responds to "volume price and volume configuration" with "volume value".

consolidating the brand is the foundation; making good products is the weapon; identifying the right users is the base. these are the values ​​and methodology of lincoln volume in jia mingdi's eyes.

the lincoln brand value roll is divided into three steps. the three steps are integrated, the steps are steady, the steps are firm, and each step is a win.

the first step is to create recognition of "value experience". through the upgrade of the two flagship models, the brand image is deepened and the brand is enhanced. the new lincoln aviator surpasses its peers in all aspects with its new design, technological iteration, and intelligent driving, setting a new luxury benchmark and providing users with a top luxury car choice.

the second step is to create a sense of identity for "value optimization". improve network quality and dealer profitability, achieve lightweight operations, build an efficient, healthy and stable dealer network, and better serve brands and users.

the third step is to create a sense of identity of "value protection". lincoln way has been upgraded to lincoln way pro, implementing value marketing and creating a steward-style customer experience that integrates online and offline based on the customer's entire life cycle. through lincoln's five unique ways, it provides users with a more in-depth product explanation, creates an immersive product experience for users through the five senses, provides customers with a service experience that exceeds expectations, and establishes a closer emotional connection with users.

of course, lincoln will adjust its market strategy in a timely manner based on user needs, seek high-quality development in a more streamlined and focused manner, continue to make efforts in areas such as technological innovation and product renewal, continue to deepen its presence in the chinese market, and bring more and better american luxury products to users.

faced with the fact that new car companies often talk about "luxury", jia mingdi said that lincoln's understanding of luxury brands is different from theirs.

real luxury is not a pre-prepared fast food, nor is it a self-proclaimed claim after simply piling up ingredients. nowadays, many car manufacturers are like pre-prepared dishes, which are assembled and ready to use like fast food, and they can call themselves luxurious. as a luxury brand that has been passed down for centuries, lincoln has created the golden signboard of "five paths of luxury" with its original intention, perseverance and craftsmanship, and created a lifestyle and emotional value of "legacy of luxury, elegance and calmness" for those life pilots with dreams and ambitions.

what lincoln wants to create is like the michelin of the catering industry, something that can be passed down from generation to generation, gain a great reputation, and be savored by people.

lincoln, who has a reverent attitude towards luxury, believes that luxury is not a simple accumulation of things, but a precise grasp of users' lifestyles and driving habits, bringing customers a confident and calm luxury demeanor, a unique luxury taste, and a luxury experience that exceeds expectations.

lincoln's elegance is not only an art of driving, but also an attitude towards life; lincoln's calmness is not only a natural demeanor, but also a resonance of life taste.

luxury always represents scarcity. the core of the “old money style” is to convey a certain “relaxed feeling that has long been possessed”, and after the new rich have gone through the tense period of showing off, they will eventually find that the calmness that is inadvertently displayed over the years is the silent essence of wealth.

for example, at a time when luxury brands are using small displacement to reduce costs, only the lincoln aviator is still insisting on the v6 3.0 power configuration. lincoln believes that "cylinders are confidence and displacement is justice." the new lincoln aviator is characterized by standard configurations. not only is the power system standard, but the intelligent driving equipment is also standard across the board, including the l2+ intelligent driving assistance system, 27-inch 4k high-definition panoramic screen, 8155 chip, 5g network, carplay, etc., so that six people can share the "fun" or one person can enjoy the "fun" privately.

lincoln's luxury is not only about products, but also about the noble way of service. the upgraded lincoln way pro creates a butler-style customer service that integrates online and offline, creating an exclusive, customized and noble experience for every touchpoint in the customer journey. the new lincoln aviator will be given 1,000 sets of gold label sets, including the lincoln logo, the english model label, the 3.0t tail label, and the presidential tail label.

new energy is the trend of the times, and lincoln insists on advancing the new energy process at its own pace. jia mingdi said that lincoln's electric hybrid technology has seamlessly entered the new energy market with a technical route that truly meets the luxury needs of users, opening up a "new energy own track". after the launch of the new electric hybrid lincoln navigator, the first model of the lincoln electric hybrid family, the electric hybrid navigator accounted for more than 30% of the sales of all navigator models, and the average monthly sales of the electric hybrid lincoln z accounted for more than 30% of their respective car series. lincoln has broken through the fuel vehicle market with hybrid models.

jia mingdi said that due to technology-driven changes and intelligent development, china will continue to be one of the fastest growing markets in the next 10 years and the world's largest and most dynamic automobile market. lincoln will maintain innovation in the new development model and continue to bring users more luxurious experiences that meet their needs.

2024 marks the 10th anniversary of the lincoln brand’s domestic production.

jia mingdi said that the long-termism that lincoln adheres to is "value", which is to pursue high-quality, long-term sustainable development, create a "high-value model" with a strong sense of gain, obtain comprehensive value recognition, create high-value brand recognition, and stimulate emotional resonance between the brand and users. whether it is spiritual value or product value that lincoln conveys to users, it is based on "long-termism" as the starting point, providing an elegant and calm american luxury car experience, so that people who love lincoln love lincoln deeply.