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Lincoln's first shipment of cars arrives in China

It has been two years since Lincoln first announced its plans to expand into China, and the first models destined for sale in the giant automotive market just came off the boat in Shanghai on September 10. It's going to be a few weeks before Chinese buyers actually have the chance to get behind the wheel, though.
The first two models being offered to China are the MKZ and MKC, as seen arriving in these photos, and they are going to be sold at dealers that look more like hotels than traditional showrooms. The first four are opening in Beijing, Shanghai and Hangzhou in October, with a grand unveiling of the new brand to Chinese consumers later that month. By the end of the year, Lincoln wants to have eight dealers operating in seven cities. By 2016, the automaker wants to have a lineup of five models available in the People's Republic.
"This is the culmination of months of teamwork and collaboration both in North America and here in China," said Robert Parker, President of Lincoln China, in the company's release.

Cadillac Escalade gets $5,000 discount to ward off Lincoln Navigator

General Motors apparently isn't going to let early good reception for the redesigned Lincoln Navigator steal thunder from its own luxury SUV without a fight. It's offering a $5,000 discount on the purchase or lease of the Cadillac Escalade this month to any buyer who trades in a 1999 or newer Lincoln model, Bloomberg reports. GM spokesman Jim Cain told Bloomberg the incentive is being offered to keep prices competitive for the Escalade. The 2018 Navigator starts at $72,055, compared to $73,995 for the Escalade, but the outgoing version of the Navigator is selling for an average of around $53,000, compared with more than $80,000 on average for the Escalade, he said. The Escalade was the top-selling domestic luxury SUV in October and No. 4 in the segment, according to Motor Intelligence. It far outsold the Navigator, which last saw a refresh in 2015 and a full redesign in 2007. But Ford is hoping to gain back some ground with the new Navigator and updated Expedition, which also trails the Chevrolet Tahoe and Chevy Suburban in its segment. Bloomberg notes that one Morgan Stanley analyst estimates that GM owns a $2 billion annual pretax profit edge in the lucrative luxury sport utility segment. Our recent First Drive review called the new Navigator "far superior to its primary competitor, the Cadillac Escalade."Related Video:

Farley says Lincoln learnings in China could influence brand in US

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.