(August 29, 2012) BEIJING — Ford announced this week that it will begin marketing its Lincoln luxury brand in China. New Lincoln products will begin to be sold in China in the second half of 2014 through an independent dealer network. The company begins meeting with dealers interested in being part of Lincoln’s growth in China in the fourth quarter of this year.
 
“Lincoln is an important part of our plan, and introducing Lincoln in China marks the next step in our expansion in Asia and our commitment to serving customers in the luxury market,” said Ford president and CEO Alan Mulally. “We recognize the growth potential for Lincoln in China, building on the growing appeal of our new Lincoln products and unique, personalized customer experience in North America.”
 
The luxury segment in China is forecast to surpass the luxury segment in the United States by 2020. In China, luxury vehicle sales are expected to more than double — from 6 percent of the market today to nearly 9 percent by the end of the decade, according to IHS. Annual sales of luxury cars are forecast to be approximately 2.7 million units by then.
 
In China, consumers now see luxury as more than a product, according to an intensive observation study of luxury car buyers conducted by TNS China, “Targeting luxury car drivers in China."

From left, Joe Hinrichs, president, Ford Asia Pacific and Africa; Alan Mulally, president and CEO, Ford Motor Company; Jim Farley, group vice president, Global Marketing Sales and Service of Ford; Dave Schoch, chairman and CEO, Ford Motor China.
 
The study also shows that while many affluent consumers in China are still motivated by a primary desire to display their wealth noticeably, data gathered over the last two years reveals that a select group of consumers are evolving towards purchasing luxury for the personal experience rather than as an outward signal to others. Their motivation to purchase is also led by self-discovery of products and services that meet their own unique demands, providing a high degree of self-reward in making the right choice.
 
Lincoln’s combination of outstanding products and a personalized luxury buying and ownership experience is expected to be particularly appealing to this evolving group of Chinese luxury consumers.
 
“Globally, we’re seeing a new generation of luxury clients who value more individualistic and tailored options,” said Jim Farley, Group Vice President, Global Marketing Sales and Service, Ford Motor Company. “In China, the emerging luxury buyers are younger and fast-changing, and they have a strong desire to understand and appreciate the heritage of a brand- the origins of its real values such as timeless elegance, sophistication and craftsmanship in Lincoln.
 
“Lincoln will distinguish itself by providing more individual and personalized motor cars, and a more personal and crafted experience to match,” said Farley. “The Lincoln experience promises to deliver elegant simplicity, something warmer and more personally engaging.
 
“Research shows that for luxury consumers in China, international credentials are not enough; heritage and excellence are also expected of a luxury car.”