Ford is preparing to bring its luxury brand to China for the very first time. The automaker believes that overseas sales will help make the brand more relevant, especially as Chinese consumers begin to demand more luxury cars.
“We have a great luxury brand in Lincoln, which we have recommitted ourselves to,” Ford CEO Alan Mulally told Bloomberg. “There’s going to be tremendous pull from China to have access to these great vehicles.”
The Blue Oval already sells a number of products in China, including the Mondeo and Focus. However, new factories are currently being constructed to bring more than 15 models to the burgeoning automotive market over the next few years. Lincolns could be among this new wave of Ford products.
Lincoln designers are currently working on a new design language for Lincoln, to better differentiate its products from those wearing the Blue Oval. It’s hoped that new designs and all-new products will make the brand more competitive here in the U.S. as well as in other markets.
General Motors, Ford’s closest rival, has already had success in China with its Buick and Cadillac brands. If Ford plays its cards right, Lincoln could be equally successful when it finally arrives in the country.