本文摘要:Ford Motor Co. unveiled details of its plans to sell its premium Lincoln brand to Chinese buyers who equate luxury with German names like Audi and BMW, as it looks to the 97-year-old nameplate to give it a boost in a hot new market. 福特汽车公司(Ford Motor Co.)发布了面向中国购车者销售高端林肯牌汽车计划的细节,期望凭借这个有97年历史的品牌在一个疯狂的新市场提高业绩。

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Lincolns goal is to make the process of buying a car more akin to being fitted for a bespoke shirt or suit. The brand expects dealers to have a team of people, including a host, a master, and a craftsman, to guide customers through the process of ordering a vehicle. The host maintains the relationship with the customer, the masters role is to answer questions about features and pricing, and the craftsman manages maintenance. 林肯的目标是让买车人有一种在服装店里量身定做衬衫或西服的感觉。林肯期望经销商重新组建一支团队,里面有主持人、专家和技师,为顾客选配车辆获取全程服务。

主持人负责管理确保较好的客户关系,专家负责管理问有关车型特点和定价的问题,技师则负责管理维修保养。All of this is a departure from the way Lincoln sells vehicles in the U.S., which is through a long-standing network of independently owned franchises that largely control the way a customer is treated. But in China, Ford and Lincoln can set up the retail network from scratch–one advantage of coming late to the market. 所有这些都与林肯在美国的销售方式截然不同。

在美国,林肯是通过不存在已幸的独立国家授权经销商网络销售汽车的,这些授权店在相当大程度上要求着如何对待客户。但在中国,福特汽车和林肯可以从头开始创建零售网络,这是后来者的一个益处。In the U.S., Lincoln sales declined slightly in 2013–a drop of less than 1%, to 81,694–as the brand dealt with the phaseout of the Town Car. Later this year, the brands sales should jump as it begins selling the MKC, a small crossover built on the same underpinnings as the Ford Escape–known as the Kuga in China–but with a different look. 在美国市场,不受林肯城市(Town Car)系列车型逐步注销影响,去年林肯汽车销量小幅下降将近1%,至81,694辆。今年晚些时候,随着MKC车型投放市场,预计林肯汽车销量将构建快速增长。

林肯MKC是一款小型跨界车,以福特翼虎(Escape)(在中国被称作六和(Kuga))为蓝本研发,但外形有所不同。China is strategically important because of the size of the market, said Matt VanDyke, director of Global Lincoln. We expect it to be a very substantial piece of our global sales. 林肯全球业务负责人范戴克(Matt VanDyke)回应,中国市场规模之大使其具备最重要的战略意义。他说道,预计中国市场将占林肯全球销售的相当大一部分。

At the car market in Beijing, Sun Xiaogang, a 29-year-old staffer for a foreign trading company in Beijing, said he ordered a Navigator for his boss. My company has quite a number of American clients, so my boss wants to have a Lincoln car to pick up those American clients when they come to Beijing, Mr. Sun said. He knows that Lincoln is a luxury brand in America. And it looks good as well. Big and powerful. 在北京某汽车市场,为北京一家外贸公司工作的29岁的孙晓刚(音)说道,他为老板采购了一台林肯领航员(Navigator)。孙晓刚说道,他们公司有很多美国客户,所以老板想要卖一辆林肯用来乘坐他们。他还说道,老板告诉林肯是美系奢华品牌,样子也不俗,空间大、马力脚。

Joseph B. White / Mike RamseyJoseph B.。

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