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Chinese approach to luxury shapes Ford Lincoln overhaul

Published on Jan 15, 2013 8:41 AM
The 2014 Lincoln MKC Concept cross-over SUV is introduced at the 2013 North American International Auto Show in Detroit, Michigan, on Jan 14, 2013. -- PHOTO: AFP 

DETROIT (REUTERS) - Ford Motor Co could alter its Lincoln brand lineup to suit consumer tastes in China, where the No. 2 American automaker will launch Lincoln in 2014 in a bid to boost sales of the luxury nameplate and attract younger, more affluent buyers.

China's demand for luxury cars is expected to exceed that of the US auto market by 2020. There are many parallels in the tastes of both markets, but consumers in China favour wider headlights, more symmetrical design and a larger backseat.

"The 'face' is very important to the vehicle to the Chinese," Mr Joe Hinrichs, Ford's former head of Asian and African operations, said on Monday.

"It's very important that the face not have negativity, not have a scowl or a frown."

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