Lincoln China 2026 Dealer Conference: Forging New Paths and "Winning Together" in the Year of the Horse

Sam Wu, President and CEO of Ford China & IMG, set the strategic tone: adherence to fundamentals and sustainable development. Wu emphasized that Lincoln will maintain strategic discipline by refusing to engage in "race-to-the-bottom" price wars. Instead, the brand will persist in value marketing and long-termism, aiming to win through quality. He also highlighted Lincoln’s unique "Comfort Philosophy"—a differentiation strategy focused on refining who the brand serves and how.

Sam Wu noted that recent network optimization initiatives (the "Spark Plan") have successfully reduced dealer burdens while expanding touchpoints. Consequently, Lincoln’s network profitability remains among the best in the luxury segment.

Regarding electrification, Wu clarified the market approach: "We are not hunting for EV users to buy Lincolns; we are providing Lincoln’s target users with electrified choices."

Dr. Jeff Jia President of Lincoln China, reviewed a 2025 performance.

Despite pressure on the internal combustion engine market, Lincoln defended its market share, with the Nautilus and Lincoln Zephyr driving sales. 

Jeff outlined two decisive campaigns for Lincoln China in 2026:

Global President Joaquin Nuno-Whelan described the global business as being at its healthiest level in years.

He introduced the new "Elegant Force" strategy, an evolution of the "Quiet Flight" Philosophy intended to inject vitality into the brand. Reaffirming China as a global innovation hub, he promised new products that blend American heritage with the technological demands of Chinese consumers.