Kunshan Lincoln recruitment

To tell the truth, before I started writing this article, I spent more than half an hour studying Lincoln's product structure and brand context.

Because I want to understand the inevitable relationship between MKC, MKX, MKZ, MKT and MKS and adventurers, navigators, navigators and nautilus navigators.

It is no exaggeration to say that every time I want to talk about Lincoln, I will go back and forth once-this is really not an easy process.

When Lincoln's brand is sinking in the direction of marketization and trying to reshape its position in the luxury brand market, this chaotic brand replacement system is undoubtedly a huge obstacle before Lincoln.

It makes it difficult for Lincoln brand to establish basic brand and product awareness at the consumer level.

Just like me, if I didn't deliberately open foreign websites, I couldn't think of adventurer as a substitute for MKC, and Nautilus was only a mid-term change of MKX.

For most people, it is difficult to distinguish between MKC and MKZ, which is a car and which is an SUV.

And this is the status quo of Lincoln brand confusion.

This matter has to start with Lincoln's brand 30 years ago. It can be said that the reason why Lincoln can be reduced to the present is really because of the rounds of "Khrushchev-style" reforms in the past 30 years. That is to say, we completely deny the past, the overall reform failed, and went back to the past round of tinkering.

I think that for the vast majority of post-80s and post-90s children, we should look up to the brand Lincoln.

At that time, Limo cars in Lincoln Village, which entered the China market from various channels, were either original or modified by rural workshops. In short, it establishes a visual sense of a top-class car. Lengthening Lincoln has also become synonymous with top luxury cars in that particular period.

2/kloc-0 At the beginning of the 20th century, with the booming private car consumption market in China, Lincoln, as the navigator of imported cars entering the domestic market, was no longer a top brand, but in that era when there were only a handful of cars on the street, it also established the cognition of a top SUV-just like Hummer at the same time, it represented luxury.

Of course, the luxury brand image established by Lincoln brand in the early days is also related to some rich people images that were not recognized by mainstream groups in a specific period, such as nouveau riche and various Jianghu brothers.

All in all, the image of Lincoln car owners in this period will never be associated with senior intellectuals-more likely to be "Kunshan Longge" with a machete coming down from Lincoln.

It can be said that although there is a gap between the image of the target owner and the imagined senior intellectuals, Lincoln still talks about the problem from the perspective of a luxury brand.

Perhaps aware of such a problem, after entering the first decade of 2 1 century, Lincoln brand began a round of comprehensive self-denial reform.

The previous Lincoln Country, Lincoln Navigator, Lincoln Flyer, etc., all the models that may be related to the traditional Lincoln brand image were discontinued, while the new products as successors were put into production with MK as the prefix.

Of course, a total denial will make Lincoln go into battle lightly at this time, but at the same time it will also make Lincoln's internal and target markets self-deny Lincoln's brand awareness.

Now that the past has been completely overturned, isn't it wrong to take the past achievements and the brand premium in the high-end market?

This is the case with comprehensive reform. If you are not careful, it will become a double-edged sword. If the reform is successful, it will be ok. If it is not successful, it will be a big problem.

The subsequent Lincoln MK series obviously did not hold up Lincoln's banner. As mentioned above, even the models can't tell the order, how to return to the mainstream view?

What's more, Lincoln's comprehensive reform of the new generation of cars at this time made the Lincoln family design in this period more or less biased towards the appearance of European cars, and began to lose the domineering tradition of American cars-the reform was natural and thorough.

After the comprehensive Europeanization reform, Lincoln hopes to harvest intellectuals including lawyers, doctors and scholars as car owners with the launch of MK series models.

However, contrary to expectations, it did not achieve the expected results. The final result was that even "Kunshan Longge" did not buy Lincoln.

The failure of reform, as the inertia of reform failure, will inevitably enter a stage of restoring the state before reform, and at this time, after experiencing the lessons of reform failure, the disadvantages before reform will inevitably be ignored.

Therefore, from 20 14, Lincoln brand began another round of revival.

As the key to this revival, it is to abandon the original naming method of MK series and re-enable the classic model.

Therefore, with the emergence of a new generation of Lincoln brand products, we are surprised to find that Lincoln's big brother-class slag models are back, such as Lincoln Navigator, Lincoln Flyer, Lincoln Country and so on.

In terms of product layout, Lincoln, who has just returned, has also returned to the appearance of Lincoln more than 20 years ago. For example, Lincoln Flyer completely fits the image of Lincoln navigator in appearance and is put on the market as a "small navigator".

It is worth mentioning that Lincoln aviator is the most expensive SUV made in China at present.

Adventurers and nautilus navigators who have been silent for many years have also returned to the market. In the car market, except Lincoln Village, MK series products are still the dominant structure, but Lincoln is obviously weakening the existence of these cars now.

As mentioned above, after the failure of reform, Lincoln turned the appearance before returning to reform into the driving force of a new round of reform, thus completely ignoring the original intention of the reform in that year-low-quality sales groups, which should be avoided.

But Lincoln returned to the state before the reform and inherited the low-quality sales group.

Among the new generation of Lincoln Flyers, American luxury and flamboyant nouveau riche design have become the main ideas of this new car design. All the places that can be touched and seen by the naked eye are labeled as "money", which makes people very uncomfortable.

At the same time, under the pressure of the market, Lincoln's current brand strategy is half or even one level lower than that of traditional luxury brands.

For example, the Lincoln Flyer of the same size as Q7 only sold a little more expensive than Q5.

As a Lincoln adventurer, the price of the terminal market will even be cheaper than that of a Toyota RAV4-thanks to the failure of the last round of reform, Lincoln now inherits the dross of that year, but does not inherit the high-end positioning of that year.

At present, with the rapid arrival of consumption upgrading in China's private car consumption market, Lincoln, who is increasingly lacking in brand influence and technical support, will obviously miss the bonus period of this consumption upgrading.

What shall we do? There is no solution.