Dead Presidents Selling Lincolns
In China that is...
Lincoln Intent on Growth in China | Auto Makers content from WardsAuto
And even though Lincoln is just getting started there, the brand has something many premium makers lack: a rich history of celebrities and American presidents as customers.
After conducting extensive one-on-one interviews with wealthy consumers in China, Kumar Galhotra is optimistic because a strong brand history carries a lot of weight in the country.
“They think of Lincoln as presidential,” says the Ford vice president who became president of Lincoln in September. The brand’s Black Label upscale trim package now being offered in the U.S. is being marketed in China instead under the Presidential moniker.