履职上汽通用十余年之久的营销老兵又能否给林肯在华注入新鲜“血液”？
2月15日，有媒体报道，林肯中国出现人事调整，原上汽通用别克事业部销售总监程睿赟接替返回福特中国的范自强，出任林肯中国销售及服务高级副总裁。
随后，中车网向林肯中国相关工作人士进行求证，该工作人士表示，程睿赟已经出任销售与服务高级副总裁一职，主要负责领导销售与服务团队，向林肯亚太及中国区总裁毛京波汇报。
2018年，别克品牌全年销量为1,068,119辆，占比上汽通用全年总销量54.2%。其中，旗下高端车型（GL8/昂科威/君越/君威）销量占比达到近50%，比上一年提升了4个百分点。
中高级车市场中，君威、君越全年销售170,042辆，同比增长4.2%；MPV市场，GL8系列全年销售144,308辆，20万元以上MPV市场销量占比达4成；SUV方面，昂科威全年销售超20万辆。此外，别克威朗全年销售192,174辆，同比增长3.1%，英朗在下半年出现大幅回暖，最终全年销售261,920辆。
但从对比2017年角度来看，别克品牌去年整体表现则出现下滑12.8%现象。数据显示，2017年全年别克品牌共销售1,224,431辆，占比上汽通用总销量高达61.2%，足以可见别克品牌之于上汽通用的重要作用，上汽通用也因此2018全年销量出现波动，为1,970,117辆，同比微跌1.5%。
对此，别克品牌曾官方表示，2019年将扩充SUV产品布局，推出全新SUV车型，主力车型也将焕新迭代，计划全年推出8款新车。其中，全新纯电动别克VELITE 6将于2019年上市。此外，别克品牌迅速响应严苛的国家排放法规要求，实现了更节油更环保，提前满足国六排放标准。
而对于此次程睿赟从别克销售总监一职到出任林肯中国副总裁，也有业内人士透露，程睿赟到任后，改变了林肯以往的销售策略，采取模糊零售现金奖励政策，以刺激经销商完成零售目标。但由于没有补贴，经销商积极性不高，如何打开林肯目前的销量难局仍是摆在程睿赟面前的首要任务。
林肯中国数据显示，2018年林肯在华累计销量达55,315辆，同比增长2.2%，在车市整体出现负增长的情况下，完成逆势增长。
然而事实上，林肯2018年全年在华表现并不是十分乐观，作为福特旗下的豪华品牌，目前在华市场均为全系进口，受此前持续数月的关税政策影响，林肯品牌遭受的冲击较为惨烈。
根据此前林肯官方对外公布数据来看，林肯品牌2018年7月在华销量为4,515辆，同比下滑4.2％；1-7月累计销量为28,829辆，相比去年也低于同期。
林肯汽车总裁乔伊·法罗蒂科（Joy Falotico）曾公开表示，受中美贸易争端影响，该品牌正在放弃此前设定的2020年全球年销量30万辆的目标，并计划于2019年开始加快在中国国产化进程。
某汽车分析师此前也曾告诉中车网，对于林肯的国产计划仍要持观望态度，福特作为林肯的母公司，在华表现同样一片惨淡，而林肯旗下的部分车型也都是基于福特平台打造，福特的不佳表现必然会引起消费者持观望态度，而林肯失去了进口豪华品牌的加持，很有可能造成价格上不去、销量同样上不去的尴尬局面。
数据显示，2018年福特在华累计销量达752,243辆，较2017年销量同比大跌36.9%。
福特汽车中国公司总裁兼首席执行官陈安宁曾表示： “我们用全新的心态开启2019年，希望通过不断推出新车型以及实行经销商网络的增长计划而重获增势。作为2025计划的一部分，福特和林肯品牌2019年将推出10余款新车型，为消费者提供更多的选择。”
据悉，林肯首款国产车型飞行家（Aviator）将于今年下半年正式在国内上市。
原创文章，作者：cesifu，如若转载，请注明出处：http://www.cesifu.com/article/10309.html
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