Lincoln Motor Company China Enter Count Down

Ford China has announced its president of Lincoln Motor China. It is an important move for Lincoln Motor China enterspreparation.

Since 1 March this year, Robert Parker, who has senior experience in Ford will take Lincoln Motor president position and replace general manager Rhett Butler who will retire recently. He will in charge of Lincoln Motor development in China totally.

As it known, Robert Parker has almost 25 years’ experience in automobile industry, which includes marketing, sales and service etc. function department. He joined Ford since 1989, and taken position in many main departments in Ford, which include customer service, sales, accessories and after sales service. Besides, he engages in marketing strategy making against customers, including 3 years work experience in first class automobile group PAG, and in charge of Volvo, Land Rover and Jaguar product strategy.

In the next half year of 2014, Lincoln Motor will enter China will separated dealers network. “Year 2014, one of Ford important tasks are to introduceLincoln Motor into Chinese market.”John Lawlersays who are the president and CEO of Ford China. In the last 2 years, the entire Lincoln Motor team is prepared for the brand Chinese market launching.

Ford Motor has announced in the Sep 2012 that its luxury brand Lincoln plans to enter China in the next half year of 2014. As part of Ford development plan, Lincoln Motor will import first, and try watch and see China made in the future.

It is the first for Lincoln Motor, which owns more than hundredyear’shistory, tries to enter another market rather than North America. As it expected, Chinese luxury brand segment will exceed America in 2020, which the luxury segment will take 9% from 6% market share now. At that moment, luxury brand annual sales will reach 2.7 million. Chinese market development is a key step of Lincoln Motorglobally strategy.

Insider believes that Chinese luxury automobile segment is very large and potential, but as a later comer, Lincoln Motor will face huge challenge. American luxury brands do not as welcome as Europe brands do. What’s worse, Lincoln Motor is not as famous as Cadillac. Therefore, Lincoln Motor needs to introduce some products fit Chinese customers demand and make China made come true ASAP.