Kumar Galhotra, president of the Lincoln division, said the spacious rear seat and luxury amenities were designed specifically for Chinese consumers, who consider riding in the back to be the height of opulence.
He said that focus groups in China were generally impressed by Lincoln’s American heritage and image. “They thought of the brand as very presidential,” Mr. Galhotra said. “That word came up again and again.”
Ford started selling Lincolns in China last fall, and the prestige of introducing a new full-size sedan is expected to help the brand build momentum.
Poor choice of words, Mr. Phillippi; where will the golf clubs go?And while Lincoln lacks the cachet of BMW or Mercedes-Benz in the United States, the Chinese market offers the brand a fresh start. “It doesn’t carry any baggage over there,” Mr. Phillippi said.