Lincoln To Pursue Aggressive Chinese Expansion Strategy
Lincoln's decision to pursue volume over prestige could see the brand moving in a direction more similar to that of Buick than Cadillac - especially as it concerns China. Lincoln executives have made public the company's desire to become a household name in the Chinese market by the end of 2014, projecting that adoption by legions of nascent, premium-hungry Chinese drivers could help to significantly boost Ford's global sales.
Embracing North American luxury brands is nothing new to Chinese vehicle shoppers, as Buick was saved from the same axe that swung on HUMMER and Pontiac due to the fact that the automaker had a significant following in that country. Ford has pegged its hopes on the swelling Chinese premium market, which is predicted to be larger than that in the United States by the end of the decade. Chinese buyers are not entirely ignorant of the Lincoln brand, but there is plenty of room for the company to sculpt a fresh image that would make it more competitive with GM's luxury models and snag a critical portion of the available ownership base.
What could this mean for Lincoln in Canada and the United States? The immediate impact will most likely be slight, as the product lineup has been set for at least the next few years. Over time, however, if Lincoln manages to gain traction in China, then Canadians might begin to see a number of smaller, compact automobiles on Lincoln lots across the country. Given Canada's traditional hunger for compact cars, and the willingness of China's growing middle class to seek out American trappings of success and affluence, ten years from now the Lincoln stable could feature a dramatically different look than it does today.
