Lincoln isn’t aiming to elbow aside the Mercedes S-Class or Audi A6. It wants to cash in on the increasing popularity of CUVs and SUVs to grab a slice of what soon will be the largest luxury pie in the world.
Lincoln vehicles will be sold through an independent network of 60 dealers in 50 cities across China by 2016. Ford's luxury brand spent three years researching the market, including building a prototype dealer facility in Shanghai to test and refine every aspect of the Lincoln customer's journey through the purchase and ownership process.
Wealthy young consumers soon will make China the world's largest luxury vehicle market. Only a tiny percentage of Beijing, China's population can afford luxury items, but with a population of more than 21 million, a small percentage adds up to a lot of shoppers supporting many high-end stores in the city's upscale Dongcheng financial district. Rodeo Drive and Fifth Avenue have nothing on this smoggy street of dreams, except perhaps cleaner air.