林肯中国即将消失，福特中国或已做好撤退准备
<div class="wx_rich_media_content" id="jsWxContainer"><section style='margin-bottom: unset;font-size: 17px;box-sizing: border-box;'><section data-width="90%" style='width: 524.688px; margin: auto; box-sizing: border-box;'><section nodeleaf="" style='margin-bottom: unset; box-sizing: border-box;'></section></section></section><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">拥有百年历史的林肯品牌在中国的销量正以惊人的速度下滑。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><br></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">数据显示，今年1-8月林肯在华销量仅为3.6万辆左右，按此预测全年销量不足5.5万辆。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">对比2022年的7.9万辆和2023年的7.3万辆，这个跌幅着实令人震惊。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">作为福特旗下的豪华品牌，林肯的困境其实也反映了整个福特集团在中国市场的窘境。让我们一起来剖析下这场危机背后的故事。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><section style='margin-bottom: unset;font-size: 17px;box-sizing: border-box;'><section data-align="title" style='margin-top: 10px; margin-bottom: 10px; text-align: center; box-sizing: border-box;'><section style='display: inline-block; margin-bottom: unset; box-sizing: border-box;'><section style='display: flex; align-items: flex-end; margin-bottom: unset; box-sizing: border-box;'><section style='margin-bottom: 8px; transform: rotateZ(0deg); box-sizing: border-box;'><section style='background-color: rgb(66, 200, 181); padding-right: 9px; padding-left: 9px; margin-bottom: unset; box-sizing: border-box;'><section style='color: rgb(255, 217, 100);font-size: 20px;letter-spacing: 2px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><strong data-form="0" style='box-sizing: border-box;'><span leaf="">1</span></strong></p></section></section><section style='height: 0px; width: 0px; border-left: 6px solid transparent; border-top: 6px solid rgb(66, 200, 181); border-right: 6px solid transparent; border-bottom-color: rgb(66, 200, 181); margin-right: auto; margin-left: auto; overflow: hidden; box-sizing: border-box; margin-bottom: unset;'><span leaf=""><br></span></section></section><section style='margin-left: -10px;border-bottom: 2px solid rgb(66, 200, 181);background-color: rgb(233, 251, 248);padding: 4px 30px 4px 25px;font-size: 18px;letter-spacing: 2px;color: rgb(66, 200, 181);border-radius: 0px 8px 0px 0px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><span leaf="">? 林肯的困局</span></p></section></section><section style='width: 34px; margin-left: auto; margin-top: -16px; margin-bottom: unset; box-sizing: border-box;'><section style='box-sizing: border-box;' nodeleaf=""></section></section></section></section></section><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">2014年，林肯重返中国市场时信心满满。通过国产化战略，品牌一度在2021年创下接近10万辆的年销量。 </span></span><strong style='color: rgb(244, 19, 44); font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">但好景不长，从2022年开始，销量断崖式下跌，“林肯现象”正在走向终结。</span></strong></p><p style='font-size: 17px; box-sizing: border-box;'><strong style='color: rgb(244, 19, 44); font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf=""><br></span></strong></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">最直观的表现就是产品线老化。2022年3月推出国产车型林肯Z后，品牌就再无新车。虽然冒险家、航海家等车型都进行了年款更新，但在竞争日益激烈的豪华车市场，这样的节奏明显跟不上对手。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><section style='margin-bottom: unset;font-size: 17px;box-sizing: border-box;'><section data-align="title" style='margin-top: 10px; margin-bottom: 10px; text-align: center; box-sizing: border-box;'><section style='display: inline-block; margin-bottom: unset; box-sizing: border-box;'><section style='display: flex; align-items: flex-end; margin-bottom: unset; box-sizing: border-box;'><section style='margin-bottom: 8px; transform: rotateZ(0deg); box-sizing: border-box;'><section style='background-color: rgb(66, 200, 181); padding-right: 9px; padding-left: 9px; margin-bottom: unset; box-sizing: border-box;'><section style='color: rgb(255, 217, 100);font-size: 20px;letter-spacing: 2px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><strong data-form="0" style='box-sizing: border-box;'><span leaf="">2</span></strong></p></section></section><section style='height: 0px; width: 0px; border-left: 6px solid transparent; border-top: 6px solid rgb(66, 200, 181); border-right: 6px solid transparent; border-bottom-color: rgb(66, 200, 181); margin-right: auto; margin-left: auto; overflow: hidden; box-sizing: border-box; margin-bottom: unset;'><span leaf=""><br></span></section></section><section style='margin-left: -10px;border-bottom: 2px solid rgb(66, 200, 181);background-color: rgb(233, 251, 248);padding: 4px 30px 4px 25px;font-size: 18px;letter-spacing: 2px;color: rgb(66, 200, 181);border-radius: 0px 8px 0px 0px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><span leaf="">? 福特的尴尬</span></p></section></section><section style='width: 34px; margin-left: auto; margin-top: -16px; margin-bottom: unset; box-sizing: border-box;'><section style='box-sizing: border-box;' nodeleaf=""></section></section></section></section></section><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">福特的处境更为尴尬。 </span></span><strong style='color: rgb(244, 19, 44); font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">长安福特从2016年的月均8万辆销量跌到今年8月的16623辆，这个数字令人唏嘘。</span></strong></p><p style='font-size: 17px; box-sizing: border-box;'><br></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">让人意外的是，福特全球CEO吉姆·法利在今年访华后坦言：“来了中国，才知道我们落后了。”在试驾了合资伙伴长安汽车的电动车后，他深感中国车企的领先已经构成了“生存威胁”。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><section style='margin-bottom: unset;font-size: 17px;box-sizing: border-box;'><section data-align="title" style='margin-top: 10px; margin-bottom: 10px; text-align: center; box-sizing: border-box;'><section style='display: inline-block; margin-bottom: unset; box-sizing: border-box;'><section style='display: flex; align-items: flex-end; margin-bottom: unset; box-sizing: border-box;'><section style='margin-bottom: 8px; transform: rotateZ(0deg); box-sizing: border-box;'><section style='background-color: rgb(66, 200, 181); padding-right: 9px; padding-left: 9px; margin-bottom: unset; box-sizing: border-box;'><section style='color: rgb(255, 217, 100);font-size: 20px;letter-spacing: 2px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><strong data-form="0" style='box-sizing: border-box;'><span leaf="">3</span></strong></p></section></section><section style='height: 0px; width: 0px; border-left: 6px solid transparent; border-top: 6px solid rgb(66, 200, 181); border-right: 6px solid transparent; border-bottom-color: rgb(66, 200, 181); margin-right: auto; margin-left: auto; overflow: hidden; box-sizing: border-box; margin-bottom: unset;'><span leaf=""><br></span></section></section><section style='margin-left: -10px;border-bottom: 2px solid rgb(66, 200, 181);background-color: rgb(233, 251, 248);padding: 4px 30px 4px 25px;font-size: 18px;letter-spacing: 2px;color: rgb(66, 200, 181);border-radius: 0px 8px 0px 0px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><span leaf="">? 电动化的迷失</span></p></section></section><section style='width: 34px; margin-left: auto; margin-top: -16px; margin-bottom: unset; box-sizing: border-box;'><section style='box-sizing: border-box;' nodeleaf=""></section></section></section></section></section><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><strong style='color: rgb(244, 19, 44); font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">林肯和福特在中国市场最大的短板就是电动化战略的落后。</span></strong><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf=""> 当国内豪华品牌纷纷推出新能源产品时，林肯至今只有一款插电混动版冒险家。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf=""><br></span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">而福特的电动化品牌“电马”在华表现也相当惨淡，2022年MustangMach-E仅卖出4860辆。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">相比之下，特斯拉2022年在华销量达44万辆，蔚来、理想等新势力品牌也都突破了12万辆。这种差距不仅仅是数字上的，更是产品力和技术实力的全面落后。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><section style='margin-bottom: unset;font-size: 17px;box-sizing: border-box;'><section data-align="title" style='margin-top: 10px; margin-bottom: 10px; text-align: center; box-sizing: border-box;'><section style='display: inline-block; margin-bottom: unset; box-sizing: border-box;'><section style='display: flex; align-items: flex-end; margin-bottom: unset; box-sizing: border-box;'><section style='margin-bottom: 8px; transform: rotateZ(0deg); box-sizing: border-box;'><section style='background-color: rgb(66, 200, 181); padding-right: 9px; padding-left: 9px; margin-bottom: unset; box-sizing: border-box;'><section style='color: rgb(255, 217, 100);font-size: 20px;letter-spacing: 2px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><strong data-form="0" style='box-sizing: border-box;'><span leaf="">4</span></strong></p></section></section><section style='height: 0px; width: 0px; border-left: 6px solid transparent; border-top: 6px solid rgb(66, 200, 181); border-right: 6px solid transparent; border-bottom-color: rgb(66, 200, 181); margin-right: auto; margin-left: auto; overflow: hidden; box-sizing: border-box; margin-bottom: unset;'><span leaf=""><br></span></section></section><section style='margin-left: -10px;border-bottom: 2px solid rgb(66, 200, 181);background-color: rgb(233, 251, 248);padding: 4px 30px 4px 25px;font-size: 18px;letter-spacing: 2px;color: rgb(66, 200, 181);border-radius: 0px 8px 0px 0px;margin-bottom: unset;box-sizing: border-box;'><p style='box-sizing: border-box;'><span leaf="">? 未来何去何从</span></p></section></section><section style='width: 34px; margin-left: auto; margin-top: -16px; margin-bottom: unset; box-sizing: border-box;'><section style='box-sizing: border-box;' nodeleaf=""></section></section></section></section></section><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">在中国市场，福特集团正面临着前所未有的挑战：</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><section style='font-size: 17px; box-sizing: border-box;' nodeleaf=""></section><ol style='font-size: 17px;box-sizing: border-box;' class="list-paddingleft-1"><li style='box-sizing: border-box;'><section><span leaf="">产品竞争力持续下滑</span></section></li><li style='box-sizing: border-box;'><section><span leaf="">电动化转型严重滞后</span></section></li><li style='box-sizing: border-box;'><section><span leaf="">本土化研发能力不足</span></section></li><li style='box-sizing: border-box;'><section><span leaf="">市场份额持续萎缩</span></section></li></ol><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">虽然福特表示不会退出中国市场，但从最近的一系列动作来看，集团正在进行深度调整：</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><ul style='font-size: 17px;box-sizing: border-box;' class="list-paddingleft-1"><li style='box-sizing: border-box;'><section><span leaf="">大规模裁员</span></section></li><li style='box-sizing: border-box;'><section><span leaf="">解散电马营销团队</span></section></li><li style='box-sizing: border-box;'><section><span leaf="">收缩研发投入</span></section></li><li style='box-sizing: border-box;'><section><span leaf="">转向“轻资产”运营模式</span></section></li></ul><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">这些举措都在暗示，福特可能正在为未来的市场变局做准备。就像当年铃木的选择一样，如果没有其他市场作为支撑，贸然退出中国市场对任何车企来说都是一个艰难的决定。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">不得不说，在这场汽车产业大变革中，跨国车企普遍表现出了战略判断的迟钝。当中国车企快速崛起时，它们还在固守传统优势，这种固步自封的结果就是市场份额的持续流失。</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span leaf=""><br></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="">你觉得福特和林肯还有机会在中国市场翻盘吗？作为消费者，你会选择购买这两个品牌的产品吗？</span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf=""><br></span></span></p><p style='font-size: 17px; box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf=""><br></span></span></p><p style='box-sizing: border-box;'><span style='font-family: 微软雅黑, "Microsoft YaHei"; box-sizing: border-box;'><span leaf="" style=''><font size="2">转自：二三耳畔</font></span></span></p><p style='display: none;'><mp-style-type data-value="3"></mp-style-type></p></div><p></p> 这是集体叛逆吗 为什么会这样呢 国产车霸占你的美 林肯车颜值和实力都在线，确实是好车。 福特也要退出吗
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