Lincoln Now Sells More Vehicles in China Than in the U.S.
Lincoln has been courting the Chinese market for years, but until now, the American premium automaker had not really succeeded in establishing itself there. Until now, the brand continued to sell more on its home turf than on the other side of the world.
In all, Lincoln’s figures show it delivered more than 91,000 vehicles to China in 2021, which represents a 48 percent increase over 2020. But there’s another edge to the sword, of course. Lincoln also saw its sale drop in North America last year, to a total of only 86,929 units last year. This is Lincoln's worst performance in more than a decade, but admittedly its results have struggled to gain ground – or even maintain it - since the late 1990s.
Automotive News reports that the growth in China relative to the U.S. market is actually good news for the company’s finances as well. In 2014, former Ford CEO Mark Fields estimated that Asia would help Lincoln eventually sell 300,000 vehicles worldwide by 2020. That hasn't happened yet, but there’s movement in that direction at least.
Photo: Lincoln Lincoln Zephyr To achieve its gain, Lincoln has deliberately adapted to the Chinese market. Among other things, the automaker called on Eight Inc, the firm behind the designs of the first Apple stores, and it has set up sales outlets that are welcoming to customers, right down to teat rooms. Lincoln models on display literally sit on pedestals with unique, flattering lighting.
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