BEIJING (AP) — Ford Motor Co. said Thursday it will sell
high-end Lincoln cars in China for the first time later this year when
it opens eight dealerships in seven cities.
Lincoln is a late
comer to China’s luxury car market, but Robert Parker, president of
Lincoln China, said the brand is being introduced here after thorough
research.
At Lincoln dealerships, Chinese customers will be
greeted with a waterfall, considered auspicious, and their new Lincoln
car will have a custom fragrance pleasing to Chinese noses, Parker said.
"The Chinese do not like the new car smell, so we change the smell," he said.
Lincoln cars sold in China also will have padded backseats because of China’s higher expectations for
backseat comfort, he said.
In
the past year, China’s government has renewed a perennial crackdown on
corruption and ostentatious spending by officials, which has crimped
spending on luxury goods.
Parker said he believes there is strong
interest in Lincoln among Chinese luxury car consumers and that the
company aims to open 60 dealerships in 50 Chinese cities and offer five
models by 2016.
John Zeng, an analyst at LMC Automotive, said
Lincoln will face an uphill battle in a crowded Chinese luxury car
market dominated by European brands.
"Compared with German brands,
they have a long way to catch up," Zeng said. "So for a brand like
Lincoln, they need very competitive models to succeed in this market."
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