Lincoln assignment 27.07.2015

Objective

• Compare with Mercedes C series with Lincoln MKZ, from a personal perspective, point out five aspects that Lincoln can improve. • To know more about American company culture.

Objective

Aspects of comparison

Aspects of comparison

• Positioning and brand awareness • Cost performance

• After sales service

• Advertising and publicity • Design and craftsmanship

My understanding

Positioning & brand awareness

As MKZ’s main competitor, Mercedes C-class is an entry-level compact luxury sedan for young people who are in the pursuit of fun of driving and controlling and a certain level of luxury feeling, focusing on family usage. Most Chinese consumers think about the extended version of Lincoln used for president or at some weddings, but lack of a comprehensive understanding about what kind of car it really is in terms of different car series, prices, performance, driving experience, etc.

While Lincoln doesn’t have a clear indication for MKZ’s positioning: focusing on technology? Luxury? Performance? Safety? Interior & exterior design? Consumers do not have a clear idea of the positioning. Due to the comparatively long history in China, the joint venture business model, extensive advertising and publicity and WOM, domestic production plants, Mercedes enjoys strong and solid brand awareness in China.

My understanding

Cost performance

Consumers always have the mindset of getting good value out of the money they spend. Lincoln MKZ shares Ford’s system for its engine, chassis and gear box, also some other small parts like windshield wiper.

At first sight, MKZ’s center stack, steering wheel and dashboard are quite similar to those on Ford Mondeo. These give people the impression that MKZ as a luxury brand does not differentiate itself that much from other Ford model apart from its modern features and opulent design. This may compel consumers to turn to Mercedes C, especially those who care less about design and good looks.

My understanding

After sales service

Mercedes has very mature after sales service system & a tagline that represents it’s after sales service (this also applies to BMW). After sales service reassures consumers that they will be taken care of even after the transaction is done. Lincoln’s 4s shops are not widely spread at this moment, this becomes a concern for consumers at the purchasing point.

My understanding

Advertising and publicity

Comparatively, Lincoln’s advertising and publicity is not extensive like that of Mercedes. Personally, I think before Lincoln came back to China, maybe there could be some bigger movements on related media portals to generate buzz. Then for the launch of each of its car model, there could be a diversity of communication means: online & offline, digital & traditional.

My understanding

Design & craftsmanship

Due to the high oil cost in China, heavy traffic situation, and Chinese government’s subsidies for low-emission cars, MKZ seems has a comparatively high fuel consumption problem. This is also people’s customary notion about American cars as they are quite heavy. For most people, American cars are not that exquisite when it comes to workmanship. Lincoln’s interior workmanship details could be further refined.

American company culture

My understanding

• Be passionate about what you are doing, always in the pursuit of improvement.

• Adapt to, follow and apply corporate behaviors in daily working life.

• Everyone working as a team towards one goal, therefore everyone has to be a real team player: respect, listen to, motivate, appreciate, help each other to develop ourselves and others. • Always take the initiative, demonstrate a positive “can do” attitude to find solutions.

• Do not run away or shrug off responsibilities, have a strong sense of responsibility for what you are doing.

• Be candid in speaking and be a person of integrity in the working environment.

on American company culture

Thank you

Concept 1:

Offline dealership

event Thank you

Penelope Zhang 138 1850 6897 penelope621@gmail.com