2013 Lincoln MKZ
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Automotive News reports Lincoln is looking to Chinese luxury shoppers for customer service ideas. Those notions may eventually make their way back to the US in the form of new dealership training. Jim Farley, the executive vice president of global marketing for Ford, tells Automotive News, "In many ways, China will be a listening post for Lincoln in the United States. Soon China will be the largest luxury market in the world." Farley also said that in China, the Lincoln brand is currently where Lexus was when the Japanese brand first landed in the US.

Lincoln is slated to open its first Chinese dealerships in 2014. The brand is largely unknown in Asia, and Lincoln representatives have been visiting other luxury dealers in China for an idea of what buyers there expect. Lincoln has also studied non-automotive luxury shopping, paying special attention to high-end retail branding.

Of course, this whole song and dance feels awfully familiar. Lincoln has focused heavily on remaking the brand and recrafting its marketing here in the States, thus far without sufficient product to back the play. Lincoln is already late to the China game, and without the necessary products to lure buyers away from established bodies like Buick and Cadillac, Lincoln may be doomed to repeat its fate here in the US.


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    • 1 Second Ago
  • 52 Comments
      Avinash Machado
      • 2 Years Ago
      Time for a new Lincoln flagship.
      Jesus!
      • 2 Years Ago
      You know, it is fine for Ford to look at China for CS ideas for China. But for here? Why? This is America. For God's sake we know what customer service is here. Why not look to what AMERICAN buyers want? Follow their trends. That is what will help. If Lincoln does not make it here, I doubt it will anywhere else. And people make things so complicated. Just have high end, high tech dealerships with down to earth, attentive employees who actually care. Pay your employees well and take care of them. Listen to customers as well. I cannot tell you how many times I have told a dealership employee one thing and they did the opposite. I refuse to go to any Ford dealer. In fact, my local Lincoln dealer is the only competent one around, and they will be the one to inspect the Taurus for it's safetly recall. The thought of a Ford dealer checking the gas tank welds makes me shudder. So I know Ford people read these posts, so Ford/Lincoln guy, take a look at Bayway Lincoln as a benchmark. I have been going to them for well over a decade and they are quick, efficient, and do the job correctly.
      EcoBooster
      • 2 Years Ago
      If the 2015 Mustang is sold in China...I'm going to be soooo pissed.
      sinistro79
      • 2 Years Ago
      I say let Lincoln continue to be a growing success in China. Even though they are currently designed for Americans first but America has already spoken (with their wallets) about how they feel about the brand.
        john96xlt
        • 2 Years Ago
        @sinistro79
        You\'re right, though you didn\'t intend to be: Lincoln sales jumped when MKZ production finally ramped up, and the positive reaction to the MKC can only continue that trend, when it becomes available. Americans have spoken, and they apparently like what Lincoln is doing.
      • 2 Years Ago
      [blocked]
        Tone
        • 2 Years Ago
        You\'re cute.
        Eta Carinae
        • 2 Years Ago
        idk why i am even going to waste my comment on laser....but cadillac as shown that it can run toe to toe with the europeans......so stop being so ignorant to that fact.
        • 2 Years Ago
        [blocked]
          • 2 Years Ago
          [blocked]
        SpikedLemon
        • 2 Years Ago
        I'd agree on Buick but not Cadillac. Buick, being a re-badged Opel, I see competing head-to-head with Ford and VW.
      Griffen W
      • 2 Years Ago
      What did Lexus enter into the US market with? Why I believe it was the LS400. A large v8 rwd conservative luxury sedan. What are a lot of the other luxury brands offering? Rwd sedans. What have a lot of luxury makes found out about China? They like conservative design. What is the Lincoln they are trying to enter the market with? Its not that large, its not that conservative in its design, its not that luxurious. Don't get me wrong its a Really nice car but to enter a market you should lead with your A game and sorry Lincoln you're just not playing at that level.
        merlot066
        • 2 Years Ago
        @Griffen W
        Just because Lexus did it 25 years ago doesn't mean Lincoln has to copy their strategy now. Using the Mustang platform would be impractical seeing as how there is a new one coming in a year. They dropped their share of the DEW platform and the Falcon platform can't be converted to LHD. Meanwhile, unlike Lexus, they have a full nation of Lincoln dealerships that need something good to sell. The MKZ is a good car. It isn't a big impressive flagship like the LS400 was. But it is new, it is different, it is generating a lot of buzz, and most importantly it is selling well. I'd say skirting along mediocrity for a few more years to wait for a new Mustang-platformed vehicle would do more harm than making the MKZ their new starting point right now.
          • 2 Years Ago
          @merlot066
          [blocked]
        Winnie Jenkems
        • 2 Years Ago
        @Griffen W
        THANK YOU couldn't have said it better myself
      ChrisB
      • 2 Years Ago
      I am 35, have always driven European or Japanese cars and I would totally rock this Lincoln. For the price, I don't think there is a modern mid-size sedan on the market. Additionally, the MKZ looks like nothing else out there. Everything else on the market in this category are derivatives of each other and lack identity. Please don't say this looks like a Fusion because they are completely different.
        Teleny411
        • 2 Years Ago
        @ChrisB
        It does look like nothing else... That's for sure! You'd never mistake it for an Ian Callum vehicle.
        Bruce Lee
        • 2 Years Ago
        @ChrisB
        So, why haven't you gone and purchased one? I keep seeing posts about how people "would totally" buy this car or that car when they obviously haven't gone and done anything about it. Talk is cheap.
      Teleny411
      • 2 Years Ago
      Maybe Ford should get Pininfarina or Bertone to develop a design language for Lincoln. Their design team seems to unable to design an attractive car that stands out. You need talent to do that like Peter Shreyer, Isn Callum, or the Italian firms. The MKZ is memorable, but in a bad way...
        EcoBooster
        • 2 Years Ago
        @Teleny411
        They did well with the Guigiaro Mustang Concept. I was praying that was the actual then-2009, now 2010 concept.
          Teleny411
          • 2 Years Ago
          @EcoBooster
          Yeah I liked that too. Plus the Bertone Jaguar was good looking. I think Italian design could only lift up a fallen marque. The MKZ and its brethren will not do the trick.
      Don G
      • 2 Years Ago
      it doesn\'t appear they have asked many Americans for input....
      askroon
      • 2 Years Ago
      Driving a new Lincoln listening to Thrift Shop.... um ok
      PatrickH
      • 2 Years Ago
      Anyone else amused that they now call themselves the Lincoln MOTOR Company? Last time I checked every engine in a Lincoln car or truck can also be found in a Ford. LMAO
        • 2 Years Ago
        @PatrickH
        [blocked]
        drolds1
        • 2 Years Ago
        @PatrickH
        Seriusly. You actually think that \'Motor\" in this context refers to the engines in the cars. What does General Motors mean then? So by your logic, cars produced by Rolls Royce Motors, a wholly owned subsidiary of BMW, should only have Rolls Royce engines. Here\'s a secret for you: they have BMW engines. Yes, you\'re the only one amused by your pointless comment.
        Dean Hammond
        • 2 Years Ago
        @PatrickH
        and the exact point is????????
      bubba_roe
      • 2 Years Ago
      Where did they get the idea to put a butterfly on the front end of a car? Where ever it was they should not go there again.
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