Lincoln Continental hits the market

Luxury brand now boasts five-model lineup in China, with the introduction of its iconic flagship vehicle, Li Fusheng reports.

The Premium automaker Lincoln Motor Co launched its iconic full-size luxury sedan, the all-new Lincoln Continental, in Shanghai on Monday.

The model is set to lift the United States brand to new heights in the world's largest auto market.

The carmaker said its flagship vehicle will deliver a tailored experience of "Quiet Luxury", through its beautiful design, personally-crafted interior, an exciting, effortless drive, and its imaginative technology.

Amy Marentic, president of Lincoln China, said the all-new Lincoln Continental is the purest expression of the company's promise. "It challenges the status quo in the luxury automotive market by embracing those clients who are modern, provocative, fashion-forward, and looking for a car that turns every journey into a rewarding experience."

Lincoln President Kumar Galhotra, said, "Continental is the ultimate expression of the warm, human, personally crafted Lincoln experience - bringing elegance, effortless power and serenity to our customers."

The company now boasts a stellar portfolio of five models in the domestic market.

The full SUV family has been introduced, including the small premium utility MKC, the midsize premium utility MKX and the full-size luxury SUV Navigator. The automaker's sedan lineup was also recently enriched by its new MKZ, a midsize premium sedan.

The Continental enables Lincoln to compete in the full-size luxury sedan segment and is crucial to enhancing its influence.

As China's economy continues to prosper, Lincoln estimates that the prestigious segment will grow over 60 percent in 2015-25 in terms of volume.

Special heritage

The Continental has represented luxury and glamor since its birth in 1939, when it was personally commissioned by Edsel Ford, Lincoln's first chairman. It has had a lasting influence on car design across the Atlantic and was hailed by the famed architect Frank Lloyd Wright as "the most beautiful car ever designed".

It was the car of choice for celebrities such as Elvis Presley and Elizabeth Taylor, and for six US presidents from John F. Kennedy to Ronald Reagan.

The model also starred in James Bond series, Batman films and many other Hollywood movies and television shows.

Galhotra said: "As we talked to potential customers in China and around the world, we listened closely to a group of new luxury buyers looking for something more than a mere machine. They want a vehicle that makes their lives more enjoyable, and offers personally crafted, holistic luxury experiences."

The silhouette is dynamic and modern with the new one-piece signature grille, as sleek flowing lines give an athletic profile that is uninterrupted by E-latch handles.

A lighting embrace warmly illuminates to welcome the driver and passengers, while the panoramic sunroof enhances the feeling of spaciousness and allows for an open-air drive. This space and comfort is optimized by a rear amenities package that is specially designed for China and allows passengers to control their environment, as well as the patented 30-way Perfect Position Seats.

The exclusive Revel audio system offers three listening modes, bringing live concerts and stage plays into the serene cabin.

This flagship sedan's performance is defined by the all-new Lincoln-exclusive 3.0-liter twin-turbocharged V6 engine and is made more exciting with all-wheel drive with Dynamic Torque Vectoring and Lincoln Drive Control.

Intuitive technologies provide a safer, enjoyable drive.

The second-generation, 360-degree camera system eliminates blind spots and takes the stress out of parking. Adaptive Cruise Control, with Stop and Go and Pre-Collision Assist with Pedestrian Detection, eases daily commute and helps to avoid collisions.

China momentum

Since its arrival in 2014, Lincoln has been increasingly recognized in China, becoming the fastest-growing luxury brand in the domestic market. In the third quarter of 2016, Lincoln sold 8,546 vehicles, bringing total sales in the year to 20,996 units, representing 191 percent growth year-on-year. The company sold 11,630 units in 2015. Lincoln said the growth is underpinned by The Lincoln Way, which offers personalized services to customers based on their individual needs.

A report from professional services firm PricewaterhouseCoopers LLP shows that Lincoln won the highest-in-industry customer satisfaction. Lincoln is expanding its presence across the country.

The automaker now has 54 Lincoln stores and four branches in China. The number of stores is expected to reach 65 by the year's end and 80 by the end of 2017.

The Virtual Lincoln Way, the online extension of The Lincoln Way, has recently been updated to offer even more convenience to customers. Users can now browse the cars they like and make a down payment through the WeChat instant-messaging app, as well as touring a virtual dealership, having a live video chat with dealers and arranging at-home test drives in Beijing and Shanghai.

Contact the writer at lifusheng@chinadaily.com.cn

(China Daily 11/29/2016 page12)