In an effort to give for affluent Chinese customers more choice, Ford has just announced plans to launch its luxury Lincoln brand in China in the second half of 2014.
According to the North American carmaker, the luxury segment in China is forecast to surpass the luxury segment in the United States by 2020. In order to be successful, "Lincoln will distinguish itself by providing more individual and personalized motor cars, and a more personal and crafted experience to match".
Ford Motor Company President and CEO Alan Mulally said , "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. 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."
Lincoln-branded cars in China will be sold through an independent dealership network, with the company to begin meeting with interested dealers in the fourth quarter of this year. In addition, all cars will be manufactured in the US and then imported.
