Lincoln lures Chinese customers

The midsize sedan MKZ was introduced to the Chinese market in April 2014. [Photo provided to China Daily]

It is widely known in China that many celebrities were owners of the Continental, including Elvis Presley and Clark Gable. It was even the choice of some US presidents, including John F. Kennedy.

The brand's expanding network of dealers around China is supporting its development.

Lincoln now has 23 dealerships and plans to have at least 25 across the country by the end of this year.

"It is a great team and we have created a family atmosphere," said Parker.

He said things are going even better than his expectations as some investors came back wishing to open more dealerships.

The carmaker said the number of dealerships would rise to 60 by the end of 2016.

Lincoln is complementing its sales network with The Virtual Lincoln Way, an online move to deliver Chinese customers a personalized ownership experience.

The second phase of The Virtual Lincoln Way was unveiled at the Guangzhou auto show, which enables customers to have real-time interactions with Lincoln's representatives through China's popular messaging app and social media platform, WeChat.

When fully implemented, the initiative will allow customers to manage everything from touring a Lincoln dealership to taking possession of their new Lincoln vehicle online, according to the carmaker.

Lincoln has joined with popular car-hailing app Didi, through which people can book test-drives of Lincoln cars.

Parker said those who have test-driven Lincoln cars are far more likely to make a purchase as they know they will have a different customer experience at the brand.

"The single most important task for us in 2016, 2017, 2018 and beyond is to deliver a level of customer service that separates us from the pack.

"What distinguishes us is how we deliver the products, through engineering, through retail experience. That makes the difference."

Parker believes those differences will make Lincoln a top luxury brand in China. Though it may take some time, he said Lincoln has the patience to catch up and even surpass those brands that have been in the Chinese market from five to 20 years.

"We are here for the long term. And that is going to matter."

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