Ford Motor Company owns car brands such as Ford, Lincoln, Mercury, Aston Martin, Jaguar, Mazda, Volvo and Landrover. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Historically, although each brand is independent, it is also in a state of prosperity.

Among them, the most extensive ancestor is undoubtedly Lincoln, Lincoln Continental and Lincoln Navigator were indispensable cars for the president's motorcade. When Kennedy was assassinated in Dallas, he died on the Lincoln Continental open-top run, and the entire convoy at that time, except for a Cadillac, was all Lincoln.

But once it arrived in China, Lincoln couldn't even sell Mazda!

One example can illustrate Lincoln's decline.

When Ford was at its strongest, it sold 280,000 vehicles a month in the United States, and Lincoln was at its strongest, with more than 50,000 units a month.

In 06, Ford ranked 46th in the world's top 500, while Lincoln's monthly sales in the world were less than 10,000.

This is still the common data of the whole world, and 80% of it is digested by the United States.

In 05 a year, Lincoln's sales in China were not more than 10,000, and it was beyond its means.

At present, the Lincoln brand is valued at $2 billion, less than one-third of Volvo, and Lincoln China is valued at less than $100 million, yuan, because Lincoln's business in China has been losing money.

Isn't there anyone buying Lincoln in China?

Yes! That's a lot! Almost all wedding cars in the country are proud to be lengthened with Lincoln.

But why can't Lincoln sell?

The reason is that China likes to use small Lincoln sedans, two to share one, splicing and lengthening.

Sounds mysterious? That's what they did anyway, and I often heard of Lincoln lengthening and opening and breaking into two knots from the middle.

This time, David Cowardly, the chief executive officer of China under the president of Ford Lincoln, directly approached Meghan, hoping that Wang Zhen would endorse Lincoln.

After listening to the phone, Wang Zhen said that he could talk in detail.

The reason is that Wang Zhen is a Lincoln fan, although Lincoln can't sell it, it doesn't mean that the car is bad, it can only be said that the trend has slowed down more than one step.

On May 11, the only half-day off before the final round of the league was done.

According to Chinese tradition, Wang Zhen made an appointment to talk about such an important person who could become a partner, of course, at home.

David stopped in front of the door, saw Wang Zhen's big guy, and nodded to the attendant next to him: "That's right, this star is really a Lincoln fan." ”

After Wang Zhen and Meghan welcomed David and the three into the door, they couldn't help but be polite: "Hello, are you still used to flying?" ”

David looked at Wang Zhen: "I flew directly to Germany just to discuss cooperation with you." ”

Wang Zhen glanced at David and poured water to himself: "It turns out that you are such a failure." ”

"What?"

Wang Zhen looked up at David: "You Lincoln want to do it in China, but you want to use what you did in the United States, so it failed." ”

David frowned, judging from the information, Wang Zhen is just a twenty-year-old young man, judging from the momentum of the conversation, he doesn't look like a sports star, but like the CEO of a large company.

Wang Zhen looked at David: "You can't find my information, it means that you haven't done enough work, and it's no wonder that Americans have always thought that they are the best, so when doing things, they can't control the overall situation." ”

Meghan looked at the strange atmosphere and interjected: "Mr. Wang currently controls a large stake in three technology companies, and the estimated assets that have just come out this year have exceeded 100 million US dollars, and these companies are all companies that are extremely valued by venture capitalists on Wall Street, and maybe after raising funds again next year, none of these three companies will be smaller than Lincoln." ”

To borrow Wang Zhen's words, he blew it first and said, if he wants to check, go and check, even if he estimates the price of Facebook and Android, he can't estimate the market value of PPS.

Only then did David put away some of the little Jiujiu in his heart: "It turns out that Mr. Wang is not only a famous football star, but also a business genius. ”

Wang Zhen turned his head sideways and looked at David: "You want me to speak for Lincoln?" ”

"That's right, we're willing to pay the highest price, and this year's world's highest athlete car endorsement contract is $7.2 million, and we're willing to pay $8 million."

Megan was shocked, he knew that Wang Zhen was bragging, in fact, Wang Zhen didn't have any cash in his hand, he was about to die of poverty, all the money he got last year was put on the construction of the football school, and now he is very poor.

However, Wang Zhen looked at David and didn't speak, this kind of thing, whoever speaks first is weak, waiting for you to say.

After sitting for a long time, David couldn't help it: "Not satisfied with this price? If you are interested, the specific price can be carefully negotiated. ”

Wang Zhen was relieved for a moment before he spoke: "Did you see the car at my door?" ”

"Navigator."

"What do you think of my driving?"

David was silent for a moment: "If you sit in the back seat, it's quite loose, and the driver's seat is reluctant." ”

Wang Zhen is 1.93 meters, and the standard setting of the navigator is 1.8 meters to sit in and can have a fist distance to the top, but fortunately, Wang Zhen has long legs, so he can barely drive when he sits in.

"Tell me how you're going to deploy in China."

"Deployment? Of course, it is to impact the market with the classic series and open up the market. ”

"It's been a few years, how has it worked?"

David speaks.

Wang Zhen sighed: "Lincoln, like other brands, is nothing more than three routes. One is a medium-sized car, one is an extended luxury, one is an SUV, extended luxury is not suitable for China, can not be sold, the SUV market in China has not yet started, in a few years there may be growth, and medium-sized cars can be sold, medium-sized cars are nothing more than sedans and sports cars, I'm afraid you can't compete with European cars, right? ”

When it comes to sedans, it's ABB, and when it comes to sports cars, it's generally Ferrari and Maserati, and other cars don't sell very well.

David was a little annoyed: "It's true that our cars can't be sold in China, but in the North American market, we have a great advantage, in China, but we can't sell them for the time being, I think, we will be able to open up sales in the future, if there is no idea of cooperation, there is no need to talk about it." ”

Wang Zhen laughed: "If I don't have the idea of cooperation, why should I ask you to come to Germany to talk about things?" Do you know my personal sports brand? ”

This year, Wang Zhen's personal sports brand rose strongly in China, with extremely wide sales, and it is Adi's signature product.

David wondered, "What do you mean?" ”

Wang Zhen looked at the navigator outside the window: "In the past, your North American cars couldn't be sold in Australia, and I didn't know that the company introduced pickup trucks to Australia first, and since then, the Australian car market has been occupied by pickup trucks, am I right?" ”

This is indeed a real thing, Australia is vast and sparsely populated, everyone has no demand for cars, if it is a truck, and often run empty cars, it is very inconvenient, pickup trucks just fit Australia, the result is all the rage, and finally the Australian car market is almost occupied by pickup trucks, until recent years, it has begun to produce new changes.

"What do you mean?"

"I am Chinese, I know the habit of Chinese cars, if you want to sell cars in China, you must produce unique vehicles for sale, if Lincoln wants to open up the Chinese market, you must create a separate Lincoln China, and then use a unique production line to produce vehicles specifically for sale in China."

David frowned: "Mercedes-Benz BMW, there is no separate production of special car series for sales in China?" ”

Wang Zhen shrugged: "This is Germany, Mercedes-Benz, BMW, and Audi are all here, you should check Audi's production line, check the new A4 they are developing, and tell me if they produce a separate car series for sale in China." ”

David turned around and bowed his head to the people around him: "Go check!" ”

Whether it is commercial espionage, technology exchange, or other methods, Wang Zhen can't control it.

But Wang Zhen knows that the first batch of prototypes of A4L that will be launched in 08 has been parked on the production line, and there is no difference between the so-called A4L and A4 in terms of performance and driving experience, that is, it is dozens of centimeters long, and it looks more magnificent, and it is this seemingly useless change that helped Audi quickly occupy half of the entire mid-range car market.

This is the so-called adaptation to local conditions, Australians want to drive pickup trucks, just sell pickup trucks, China can only sell extended A-type cars, then build medium-sized lengthened A-type cars, add the length of the car without adding the wheelbase, small changes, Lincoln can't do it? If you can't do it, God wants you to die Lincoln.

(Ask for a tip!) (To be continued.) )