The market in China is definitely larger than the United States market. With the Chinese population being over 1 billion as compared to the United States modest 300 million, there could be great potential for the Lincoln brand in an overseas market.
Other luxury car brands that have been perceived as being past their prime have been welcomed in China by citizens and are now flourishing in the Asian overseas market. Other luxury brands that are succeeding in China are Buick, Audi, BMW, and Mercedes-Benz.
I definitely believe this brand should have pretty good demand in China, Yale Zhang, head of Automotive Foresight, a Shanghai-based consultancy, said of Lincoln. The overall market is slowing down, but a lot of people are upgrading to premium vehicles.
Lincoln, like the other luxury car brands, is hoping to attract the buyers that are looking to show off their wealth and enjoy cars that are specifically tailored to
their market. Ford has said that the Chinese market would see US-imported Lincoln cars for now. They will consider manufacturing in China if the demand for the luxury brand calls for it in the future.
The neatest thing about the Lincoln brand today is that very quietly, without a lot of fanfare, we have been including the Chinese customers tastes in the development of the Lincoln brand, Mr. Mulally said.
It is expected that the completely redesigned 2013 Lincoln MKZ will be just one of the offerings when Lincoln begins to make the move into the Chinese market, which is schedules for the latter half of 2014.
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