In Talks With Sami Malkawi, Managing Director, Lincoln Direct Markets
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In your opinion, have buyers returned to showrooms and if so, how would you describe sales performance during a traditionally busy period such as Ramadan?
Lincoln continues to steadily steer through challenging times with a successful first quarter of 2021 in the Middle East. We announced earlier this year a 21% increase in Lincoln sales across the GCC; the highest first-quarter increase since 2016.
Our top-performing models in the first quarter included Lincoln’s flagship full-size SUV, the Navigator, which grew by 7% vs. the previous year, next to the Aviator and Corsair which doubled their sales (108% and 98% respectively). These substantial results demonstrate the success of Lincoln’s robust strategy of focusing on the customer journey, which ensured that the brand navigates unprecedented times and continues to exceed expectations.
Ramadan is traditionally a busy season for new car sales in the region and this year was no different. Our distributors were all offering competitive offers throughout the Middle East.
How would you describe the buyer demographics for your brand and what steps are you taking to appeal to a larger audience?
In the GCC, we are seeing our audience diversify and we’re seeing the Lincoln brand appealing to a much younger group. Customers in their 30’s are our biggest age group and a fair mix of men and women buying Lincoln vehicles. We’re listening to what our customers want in a new vehicle and together with our global team, we are curating products to appeal to newcomers to the Lincoln family.
Together with our distributor partners, we remain committed to meeting the market’s demand for high-quality luxurious SUVs, continuously innovating our services and products to ensure a seamless experience is delivered to all our customers throughout their journey with Lincoln. That’s what we call the ‘Lincoln Way’.
Currently, what is your best-selling model and why?
Our flagship Navigator has sustained its legacy as one of Lincoln’s biggest success stories, and demand for this full-size SUV continues to grow. In the first quarter of this year, we recorded the highest ever sales for the Navigator, marking a growth of 7% in the region compared to the previous year. In March alone, Navigator’s sales were up a remarkable 81% compared to the same period last year. The Navigator provides customers with a full-size SUV that delivers the ultimate luxury, power, performance, and style. That, coupled with its advanced driver-assist technologies, has ensured our flagship SUV is one of the most desirable premium SUVs on the market today.
Whilst the Navigator is our best-selling SUV, the Aviator and Corsair are also beginning to grow in popularity, thanks in part to the fact that we have a luxury SUV solution in all major segments.
What is your take on electric vehicles, and do you have plans of introducing any to the market?
As we see our Lincoln customers diversifying and getting younger, we understand that their priorities will change and an appetite for electric vehicles will begin to grow. We continue to work with our global team of experts to explore the potential of electric vehicles in our region in the future. Ford Motor Company is committed to leading the electrification revolution as evidenced by our recent global reveals and launches of the Mach-E and the F-150 Lightning. With local infrastructures growing and gaining more ground, bringing our innovative electric vehicles to the region is something we will continue exploring in the coming years.
Has the entrant of new Chinese automobiles in the market affected your brand or strategies in any way?
Lincoln is a unique brand with a strong heritage and reputation for American luxury, we believe we stand out from the crowd, whether that be through the technology in our products, the premium materials we use, or the ‘Lincoln Way’ experience our customers enjoy when they visit our facilities. We offer something completely different which is why we have maintained a strong performance, having recorded a significant Quarter on Quarter increase in Lincoln sales in the Middle East of 13.9%.
Lincoln continues to differentiate itself from the competition and builds on its identity as a true luxury automotive brand – offering products, services, and experiences that are uniquely Lincoln.
Finally, what can you tell us about new models to expect in the near future?
I can tell you that there will be some changes coming to the Nautilus soon which will showcase the brand’s signature design, elevated technology, and interior design that brings a sense of calm and sanctuary to the midsize luxury utility segment. We will share more details in due course. Also, looking forward to next year, 2022 will see some interesting and exciting developments with new product updates coming to markets across the region – we look forward to sharing these with you when the time comes!
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