《林肯车SWOT分析》案例导读

2023年12月24日发(作者：丰田卡罗拉油电混动版)

《林肯车SWOT分析》案例导读

1 SWOT分析

优势：林肯车是传统豪华轿车在一级市场的代表，具有品牌优势，并且福特的其它品牌如水星等也都具有良好的性能，这也可以提升福特林肯品牌在消费者心目中的形象和品牌价值。1979年林肯的Town Car 开始缩小尺寸、林肯的Mark VⅠ第一次提供四门车，1984年，林肯引进了Mark VⅡ，回归到完全二门的样式并且装置了新发展的悬挂系统，这一系统在美国其它任何一家的车上都没有发现，并且林肯的Continental综合了欧洲风味和美国特色。

劣势：制造小型车只有几年的历史，经验技术方面都会有一定的欠缺。林肯虽然是传统型豪华车在一级市场的代表，但是对于林肯正在进入的功能型轿车市场，还需要进行认真的尝试和探索。

机会：美国政府施加了对日本往美国出口汽车的数量限制，这对美国汽车行业是一个保护措施，也是美国汽车向小型化转型的一个喘息机会。20世纪80年代，燃料价格稳定后，消费者又开始购买更大尺寸、更强动力的车型，而这是美国汽车的强项。

威胁：70年代，随着能源价格的上涨，许多汽车进口制造商开始生产小型、节能的汽车。

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随着进口汽车的流入，美国汽车市场上的国内厂商份额开始收缩。这些进口汽车大部分是从现在世界上最大的汽车制造商——日本进口的，也就是说美国的汽车行业受到来自日本的经济型轿车的威胁。

另外，因为美国对日本往美国出口汽车的数量的限制，日本的产品开始调整为较大型的、高消费阶层的、专业的汽车，这对作为豪华车的凯迪拉克是一个威胁。80年代中期，经济增长缓慢，而汽车企业经营活动的好坏归根到底取决于国家的经济状况。在国家经济情况良好的情况下，大多数汽车企业的经营效果也好，在国家经济条件较差的情况下，多数汽车企业的经营效果也差。

2 竞争者分析

知己知彼，百战不殆。有效的竞争战略必须以对竞争对手的分析为基础。我们可按以下步骤对竞争对手进行分析。(1)辨别企业的竞争者。林肯的竞争对手有很多，国内的有通用凯迪拉克，欧洲的有奔驰、宝马和奥迪，日本的有本田、丰田和日产。除了要辨别这些明显的竞争者外，凯迪拉克还要注意辨别潜在的竞争者。(2)辨别竞争者战略。公司必须辨别竞争者战略的变化，以及时对自己的战略进行相应的调整。在林肯的竞争者中，奔驰和宝马在豪华车市场上采用的是多样化战略，在外型和价格方面深入高消费阶层；日本丰

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田是稍低价位的欧式豪华车战略；日产是小型、低价战略。(3)判定竞争者的目标。在这里，林肯的竞争者的目标都是提高本企业汽车的销售量和在豪华车市场的占有率。(4)评估竞争者的优势和劣势。各种竞争者能否执行他们的战略和达到其目标，这取决于每个竞争者拥有和利用资源的能力。公司需要辨认每个竞争者的优势与劣势，要得到详细竞争者的优、劣势需要进行认真的市场调研，这里我们简单说一下，奔驰是第一辆汽车的制造者，代表了可靠的工艺，日本一向是以生产经济型轿车著名，在制造经济型轿车方面有明显的优势。

3建议

(1) 做细致的市场调研，掌握及时、准确的市场资料。林肯面对的是不断变化的竞争和市场，为了更好的了解企业本身和竞争者，为了使企业取得更好的发展并适应环境，林肯必须通过市场调研和预测掌握市场走势，并从中寻找机会，避开和减少风险。

(2) 作为传统型豪华车在一级市场的主要代表，在进入功能型豪华车市场时，定价也是一个重要的方面，林肯应该综合运用需求导向定价法和竞争导向定价法。根据消费者对林肯功能型豪华车所感受的价值水平和竞争对手产品的品质和价格来进行综合评定，然后确定林肯功能型豪华车的价格。不要一味的追求销量而定低价，更不要像中国的红旗轿车一

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样，由尊贵的品牌变成了一般品牌。

(3) 利用美国政府对进口日本汽车数量进行限制的这段时间，做好竞争者分析和本企业战略的调整。日本汽车的小型、节能优势是个不容忽视的威胁，决不能有轻敌思想。

【思考题】

(1) 你以为林肯是否应该进入功能型轿车市场？

(2) 作为传统型豪华车的制造者，林肯在进入功能型轿车时，可能会遇到哪些问题，应该注意哪些事项？

(3) 在广告方面，林肯应该注意突出什么?

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Ford: Lincoln

Current Environmental Factors

Throughout the 1950s and 1960s，while energy was

plentiful and inexpensive，American car

manufacturers enjoyed great success building cars

that were large and powerful. During the 1970s，

energy prices increased-the product of temporary

shortages in the supply of oil. As a result， import

manufacturers， many of which were building small，

fuel-efficient automobiles， were in prime position to

take advantage of the situation. With the influx of

these fuel-thrifty imports，the domestic portion of the

U.S. automobile market began to shrink from

approximately 96.5 percent in 1957 to 85 percent in

1973，to 77 percent in 1979，and finally to

approximately 68 percent in 1987. Most of these

imports were coming from Japan (Toyota，Nissan，Honda，etc.)， now the worlds largest producer of

motor vehicles.

Western European countries also have been major

suppliers of auto- mobiles to the U.S. market. Makers

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such as Volkswagen， BMW from

West Germany; Volvo and Saab from Sweden; to a

lesser degree，Peugeot and Renault from France;

and，sporadically， Fiat，Lancia，and Alfa Romeo from

Italy. Also，during the 1980s the Yugoslavians (Yugo)

and the Koreans (Hyundai and partnerships through

Ford and GM) began exporting cars to the United

States.

Throughout the energy shortage and until the

mid-1980s，the Japanese enjoyed favorable

yen/dollar exchange rates and were，therefore，in

large part able to offer vehicles that cost less than

comparable U.S. or West European products. The

Japanese manufacturers also had significant success

in producing these small，fuel-efficient automobiles

with high quality. However，the U.S. government，

pressured by GM， Ford， and Chrysler imposed a

\"voluntary restraint，\" or quota，on the number of

Japanese cars which could be exported to the United

States. With this quota and with the appreciation of the

yen，which occurred in the mid- to late-1980s.

Japanese manufacturers began to lose their ability to

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sell large volumes of small cars and still make

desirable profit margins. These factors began to force

the Japanese to adjust their product mix to include a

greater percentage of the more profitable larger，upscale，and specialty automobiles.

While the Japanese first concentrated on small，fuel-efficient cars，the European car manufacturers，

with Volkswagen as the possible exception，have

targeted distinct market niches. Mercedes-Benz，BMW，Audi， Saab，and Volvo have all，to varying

degrees，concentrated on the upper segments of the

market. The Koreans and Yugoslavians have targeted

the low-end market and，due to the strength of the

Japanese yen against the U.S. dollar and other

currencies， have replaced Japan as the low-cost

automotive exporters to the U.S. market.

In response to the high cost of fuel in the mid-1970s，the U.S. big three began to downsize their products

and increase the number of small and fuel-efficient

models. As a result，cars in the 1980s are generally

smaller and more fuel-efficient than earlier models.

However， when fuel prices in the mid-to late-1980s

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stabilized， manufacturers began to build and

consumers began to purchase the larger and more

powerful models as they had in previous years. These

cars were，however， still more efficient than the

vehicles of the 1960s.

Car sales are a function of the economy. When work

forces are employed and the economic outlook is

favorable，sales will more than likely be healthy. If

gasoline prices are perceived as high or not stable，sales of small，fuel-efficient vehicles will rise. In the

mid-80s， during a period of high interest rates and a

slow economy，domestic automobile manufacturers

offered large cash rebates and attractive low-interest

financing (as low as 0 percent on a 24-month term by

American Motors) to spur sales. During this period，when customers shopped，they not only shopped for

the best model but for the best sale incentive.

Traditional versus Functional Luxury

The U.S. luxury car market can be classified into two

segments. traditional and functional. U.S.

manufacturers have typically produced entries to the

traditional segment. and the Europeans， the

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functional segment. Traditional luxury cars have been

represented primarily by Cadillacs and Lincolns in the

first tier and Oldsmobile，Buick，Mercury， and

Chrysler in the second. The functional luxury cars of

Europe\' were primarily made up of Germany\'s

Mercedes-Benz. BMW and Audi; Britain\'s Rolls-Royce

and Jaguar ; and certain models of Sweden\'s Saab

and Volvo.

Traditional luxury cars strive to make the driving

experiences as effortless as possible. This has been

accomplished by providing passengers with plush，

living-room-style interiors and rides so smooth that

Mercury commercials of the mid-1970s boasted that

a Cartier jeweler could flawlessly cut a diamond while

riding in the back seat of a Mercury luxury car. The

functional luxury car， on the other hand， attempts to

put the driver in touch with the road via steering and

suspension systems that inform the driver of the

immediate environment.

Throughout Lincoln\'s history， the division has had a

variety of competitive products to contend with. In the

1930s，brands such as Packard， Pierce-Arrow，

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Auburn， Cord， Imperial， and Lincoln were vying for

a piece of the luxury car market. By the early 1960s，

most of these great marques had become memories，

with only GM\'s Cadillac division and Chrysler\'s

Imperial (until 1985) left to offer a measurable amount

of domestic competition.

Lincoln ，Ford\'s Lincoln wasn\'t far behind as Cadillac

plotted its strategy for the luxury car market. In 1979，

the Town Car/Coupe， Lincoln\'s equivalent to the de

Ville，was downsized to dimensions similar to the

Cadillac. In that same year， the Mark V， competitor

to the Eldorado，was also downsized. The new Mark VI

(each new design of the Mark series advances one

Roman numeral) in fact shared the same platform as

the Town Car; therefore，it shared similar overall

dimensions and was now for the first time available

with four doors. In 1982，Lincoln introduced the

Continental，the replacement for the poor- selling

Versailles. Both cars were direct competition to

Cadillac\'s Seville and attempted to emulate virtues of

the Seville. The new Continental went so far as to

borrow certain styling cues from the Seville，

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Particularly the \"bustle\" style trunk.

In 1984， Lincoln\'s strategy began to change. This year

Lincoln introduced the Mark VII. No longer built off the

Town Car/Coupe chassis， the Mark VII was back to

purely a two-door body style and offered two distinct

versions: the traditional luxury model based on

the Designer Series，and the functional luxury

model-the LSC. The Mark VIIs used a newly

developed air suspension system not found in any

other car in the United States. The LSC version came

with upgraded sport-oriented appointments such as

European-style seats and a firmer version of the air

suspension. Over the following years，a tachometer

and a higher- output engine were also added to the

LSC to increase its functional appeal.

In 1988， Lincoln introduced an all new design for the

Continental. Borrowing heavily on the functional

theme of the Mark VII LSC，the earlier to emulate it.

According to Maryann ，auto- motive industry

analyst and vice president of the New York brokerage

firm Furman，Selz，Mager，Deltz and Birney，\"...Lincoln\'s

new Continental， priced just under $30，000，is

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demonstrating that an American car maker can

produce an automobile that combines appealing

features from two continents[Europe and North

America].The body style and interior appointments

have a definite European flavor. The size and

generous complement of creature comforts are

distinctly American. Though it could use a more

powerful engine，the Continental signals Ford\'s arrival

as a real challenger in the functional luxury car

market.\"

Foreign Competition-European

As Cadillac moved through the 1960s and 70s，the

European luxury cars were emerging as serious

alternative types of luxury automobiles. Rolls-Royce of

England，long recognized as providing expensive，hand- built luxury cars， was never a Cadillac

alternative. Mercedes-Benz， however， was a

different kind of luxury car. If Cadillacs were as plush

as fine living rooms，the Mercedes-Benz was as

functional as a well- appointed study. The

Mercedes-Benz mission was not to surround the driver

or passengers in cushions of soft velour or provide

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them with a silky smooth ride， but to provide firm，supportive seating and a con- trolled ride in an

automobile engineered for traveling at high speeds

on the German autobahn.

The heritage of today\'s Merceds-benz can be traced

back to 1885 and the streets of Mannheim，Germany.

It was then that Carl Friedrich Benz produced the

world\'s first motor car. While others had pioneered

and patented the gas engine，Benz applied it to a

passenger-carrying vehicle.

Since the very beginning，Mercedes-Benz has stood

for solid engineering. All of the company\'s

automobiles are targeted to various price points in the

functional luxury segment. While a $30，980 entry-

level 190-D 2.5 model may share components with

the top-of-the-line $79，840 560-SEC， there are no

other \"lesser\" divisions that might require

Mercedes-Benz components. This also affords

Mercedes-Benz the luxury of maintaining a single

automobile focus. However， the company is also

one of the world\'s largest medium- and heavy-duty

truck manufacturers.

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As the 1970s progressed and the 1980s approached，

additional European manufacturers began to market

their products in the functional luxury segment.

Bavarian Motor Works (BMW) of West Germany

moved from exporting primarily two-door sports

coupes to vehicles similar to Mercedes-Benz. BMW\'s

strategy differed from Mercedes in that BMW catered

even more so to the sport-oriented functional luxury

buyer. The BMW product offerings begin with the small

two- and four-door 3 series， the four-door midsize 5

series， large four-door 7 series， and the two- door 6

series. Over the past few years，BMW has broadened

its product offering by introducing the previously

mentioned 3 series four-door. The all new 1987 BMW 7

series includes a replacement for the 1986 735i model

as well as an all-new model for 1988，the 750iL. The

750iL is the largest， and at $70，000 the most

expensive， sedan than the 735i and is the only

five-passenger sedan in the world to offer a

12-cylinder engine.

As the functional luxury market has developed，Mercedes-Benz has also become considered by

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many to be the ultimate car in the luxury

market.(However， it is recently being challenged by

BMW.) The Mercedes-Benz line is similar to that of the

BMW. The 190 Class is similar in size to the BMW 3

series，the 300 Class the 5 series，and the S Class the 7

series. Mercedes-Benz also offers various two-door

coupe and convertible models. In 1987，the

combined U.S. sales of Mercedes-Benz and BMW

reached approximately 178，000 vehicles，over half of

Cadillac\'s current volume.

The third German player in the luxury car market is

Audi. Audi reached an all-time-high U.S. sales volume

of over 74，000 units in 1985 due in large part to the

sleekly styled 5000 series(48，057 units). The size of a

mid-Mercedes and BMW offering， the 5000 was

priced lower and could be purchased with one of the

first applications of four- wheel drive in a passenger

car. However， in 1986，under reports that 5000s

equipped with automatic transmissions could

unintentionally accelerate， sales began to slide. In

1987， sales were off 44.2 percent from just two years

earlier.

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For the 1988 model year，in an effort to restore Audi\'s

presence in the luxury car market， the company

introduced an all new replacement for the 4000

series，now dubbed the 80(as it is in Europe). For the

1989 model year， the Audi 5000 has been

relaunched as the Audi 100 and 200(depending on

engine size).The 100 and 200 models do not differ

from the 5000 series before them in exterior

appearance. However， the interior has been

redesigned，and the Audi engineers are quick to point

out the new engineering developments that

differentiate the 100/200 Audis from the old 5000

series.

Foreign Competition-Japanese

The mid- to late- 1980s have been accompanied by

generally stable fuel costs. As a result， manufacturers

are again offering larger models and more powerful

engines. In addition， the late 1980s has also included

a weaker dollar against other Western currencies

such as the West German mark and the Japanese

yen. A weak dollar makes buying West German or

Japanese imports more expensive. In an effort to

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maintain acceptable margins on their automobiles，

many of the foreign manufacturers have raised prices.

This upscale movement in prices by these

manufacturers is accompanied. in many cases， by

efforts to market models that are also further upscale

in class and content.

In the late 1980s， a strong Japanese yen helped

create a situation in which the Japanese were no

longer the low-cost producers. No longer were the

Japanese able to build entry-level cars and price

them as competitively against domestic，Korean，

and Yugoslavian entries as they had in previous years.

The Japanese， unable to make their desired profit

margins on these vehicles， began to expand their

product line upward to include a greater proportion of

compact and midsize cars. These cars include larger

models of Honda Accord，Toyota Camry and

Cressida， and Nissan Maxima.

Watching the Germans move further upscale in

image and in price， Honda saw an opportunity to

provide European-style functional luxury cars，but at

the price of traditional domestic luxury models. Acura

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also places emphasis on dealer service. In

combination with product quality， dealer service

accounted for the number one rating in the 1988 J.D.

Powers Consumer Satisfaction Index.

Acura， and other soon-to-be-released Japanese

luxury cars from Toyota (Lexus) and Nissan(Infiniti)，

hope to appeal to those import buyers that have

bought non-luxury imports in the past and now want

to move upscale but maintain certain import virtues.

Acura models include the midsize Legend. The

Legend comes well equipped with four -wheel power

disc brakes， air conditioning， power door locks and

windows， and stereo radio with cassette tape

deck-all standard. Like the European functional luxury

cars， Acura also pays special attention to the

vehicle\'s handing and performance. To that end， the

Legend carries a high-tech racing-bred multivalve

V-6 engine and a suspension not found in any other

Honda vehicle. Of the Acura Legend， automotive

analyst Maryann N. Keller said，\"In less than three

years， Honda\'s Acura division will surpass the magic

100，000-unit mark， which means it will outsell every

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high-priced European brand in the market.\" Hans

Jordan， head of U.S. marketing for Mercedes-Benz，says，\"Acura is a legitimate contender in the $20，000

to $30，000 price range.\"

As Acura continues to establish itself in the U.S. luxury

car market， Toyota and Nissan are in the process of

launching their own luxury car divisions: Lexus and

Infiniti， respectively. These new offerings will follow

Acura\'s lead by initially introducing two products for

each of the new divisions and selling them only in

dealerships dedicated to that division. Acura， Lexus，

and Infiniti will not share facilities with the lesser

Hondas， Toyotas， or Nissans as Lincoln does with

Mercury or as Cadillac is allowed with other GM

divisions. The Lexus and Infiniti models will also follow

Acura by offering a high degree of Lexus/Infiniti \"only\"

content and distinct styling not to be shared by

Toyotas or Nissans.

Lexus \'initial offering in 1990 will be an all new sedan

with a modern multivalve ing to

Automobile Magazine， the Lexus LS 400\"is a large，roomy，rather conservatively styled four- door sedan

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that appears to be an amalgam of BMW and

Mercedes-Benz design cues， given an American

spin with a Cadillacesque egg-crate grille，

Detroit-style wood trim， and wrinkled leather

upholstery. Its drag coefficient makes it the slipperiest

of production sedans， and its four-liter， four-cam，

250-horsepower V-8 engine will push that slippery

shape through the air at speeds guaranteed to keep

Mercedes- Benz，BMW，and Jaguar engineers working

late for the next decade or so.\" The LS 400 is expected

to be priced at approximately $35，000，roughly half of

a comparable-size Mercedes-Benz or BMW.

Lexus will also introduce a midsize sedan derived

from an existing Toyota，the midsize Camry. The ES250

will be powered by a high-tech multi- valve V-6

similar to the Acura Legend. A year later， Lexus will

debut a new coupe model.

Nissan\'s Infiniti brand will be introduced at roughly the

same ties as the Lexus. The introduction of the Infiniti

brand will begin with a large sedan similar to the

Lexus LS 400. The Infiniti Q45 will be powered by a 4.5

liter V-8 and sell for approximately $35，000.

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Commenting on the image intentions of the sedan，

Takashi Oka， senior project manager of the Q45，said，\"We want to create a new definition of luxury

and establish an international image beyond that of

BMW and Mercedes.\" The Q45 will be joined at

introduction with a smaller， less expensive two-door

model based on the Japanese market Nissan

Leopard. The new coupe will be powered by a

multi-valve V-6 and sell for around $25，000. A third

model will join the Infiniti brand in 1991. A multivalve

V-6 powered midsize sedan， based on the Nissan

Maxima， will go head-to- head with the Lexus ES250

as well as the Acura Legend.

Both Lexus and Infiniti have targeted to sell

approximately 100，000 units each when the full range

of models is available. This contrasts to Acura\'s

estimated sales of 300，000-400，000 by the mid-1990s.

译文

福特林肯

当前的环境因素

在1950~1960年期间，当时的石油资源可谓物美价廉。美国汽车制造商成功的致力于制造大型的，强有力的汽车批量生产。在70年代，石油供应的临时短缺导致油价上涨。结果导致些许进口制造商利用这个机会致力于生产紧凑经济型的汽车。随着这些经济节约型的进口汽车的注入，美国本土汽车的市场占有率从1957年接近96.5%下降到1973年的85%，到了1979年则下降至77%，最后到了1987年仅有68%的的占有率。其中美国大部分的进口车辆来自于日本（本田，丰田，日产等）至今美国是世界上最大的汽车制造地。

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西欧国家也开始进攻美国汽车市场，如大众，奔驰等制造商。还有来自西德的宝马，来自瑞典的沃尔沃和萨博。较少程度上占有美国市场的有来自法国的雷诺和标志。更少程度占有美国市场的有来自意大利的菲亚特，蓝旗亚，阿尔法罗密欧。

在1980年代，南斯拉夫和韩国也开始向美国出口汽车。

在资源短缺开始直到80年代中期，日本的日元与美元享有良好的汇率，因此在很大程度上日本人提供的车辆能与美国的和西欧的 产品相媲美。日本制造商显著的成功在于生产小型的，节约型的优良汽车。然而，美国政府迫于通用，福特和克莱斯勒实施自愿约束或限额政策，致使少量的日本车能出口到美国。发生在80年代中后期的配额和日元的升值，使日本开始失去继续出售大量小排量汽车和维持理想利润的能力。这些因素迫使日本汽车产业调整产品结构去生产较大比例和盈利较多的高消费阶层的专业的车。当日本最先集中于生产小型的节约燃料的汽车时，欧洲的汽车制造商也不例外的针对着不同的市场位置。梅赛德斯奔驰，宝马，奥迪，萨博，沃尔沃，都在不同程度上集中于美国高端车的市场。南斯拉夫车和韩国车针对于美国低端车的市场。由于其他货币对美元的汇率优于日元，使他们取代着日本低成本的汽车出口到美国。

针对高成本的燃料， 在70年代中期,美国三大巨头开始缩减他们的产品,提出增产小型和节能的汽车模式。因此,汽车在80年代，整体上比以前提出的模式更小和更节油的。然而,当油价在80年代后期稳定时候,制造商们开始去生产节约型小轿车，消费者也开始购买这些汽车。且生产出来的车比60年代生产的更有经济效益。

汽车销售是一个经济函数。当劳动力就业和经济前景是良好的,销售就会健康发展。如果油价上涨又不稳定，则小型的节能的车辆将会上升。在80年代中期,经济缓慢增长。美国国内汽车制造商提供了大量的现金回扣和迷人的低息融资(低至0%24个月的美国汽车公司)来刺激销售。在这期间,当顾客购物,他们不仅为了购物最佳模式,而是最好的激励销售。

传统与功能的豪华

美国豪华轿车的市场上可分为两部分。传统和功能。美国的制造商有典型的产品进入传统的部分。和欧洲,功能的部分。传统的豪华轿车主要表现在Lincolns的卡迪拉克车,置于第一等级。奥尔兹莫比尔、别克、水星、和克莱斯勒,在第二。欧洲的功能豪华汽车的主要由德国奔驰，宝马和奥迪,英国劳斯莱斯和捷豹,瑞典的沃尔沃和萨博等，有他们之中的高级车构成。传统的豪华轿车努力使驾驶体验作为可能的。这是已经被完成的，通过向乘客提供舒适的,家居式的内部装饰来使其具有亲切感,且驾驶顺畅的豪华轿车。在70年代中期水星的广告曾夸口说有一块卡迪亚珠宝可以与钻石想媲美在水星豪华车的后座上。

功能豪华轿车,另一方面,尝试把司机与悬架系统与转向系统联系在一起,以便通知司机的周遭环境。

通过林肯的历史、各部门有各式各样的有竞争力的产品要对付。在1930年代,品牌Packard，

Pierce-Arrow，Auburn， Cord， Imperial和林肯被争夺一块豪华轿车的市场上。到60年代早期,大多数这些美好的品牌已经成为回忆,只有通用和克莱斯勒的凯迪拉克分工的帝国(直至1985年离开提供一个适度数量的国内竞争。林肯,福特的林肯不是远为凯迪拉克策略策划豪华轿车的市场上。1979年,该镇汽车/跑车,林肯的等效为德、西部的服务器数量尺寸相似的凯迪拉克轿车。在同一年,马克V,这年竞争对手,也缩减了。新马克VI(每一个新设计的罗马数字标系列进展)实际上共享相同的平台,作为城市汽车,因此,它与类似的总体规模现在可在第一次四门车。1982年,林肯介绍了大陆,更换为穷人,销售凡尔赛。两辆赛车的卡迪拉克是直接的竞争,试图仿效塞维利亚塞维利亚的美德。新的大陆跑了那么远的路还借用一定的造型线索,从塞维利亚,特别是“忙碌”风格先驱。

1984年,林肯开始改变策略。介绍了今年林肯马克七世。不再生产镇汽车/跑车底盘,马克七世又回到了纯粹的双门身体作风和提供了两种截然不同的版本，传统的豪华模型是基于设计师系列、功能豪华模型LSC。马克入境者使用一种新开发的悬架系统，这一系统在美国其他任何一家的车上都没有发现。LSC

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的版本升级sport-oriented来约会如欧式阀座和坚实的版本的空气悬架。在接下来的几年,一个扭矩输出和更高的—也被加到引擎LSC增加其功能的吸引力。

1988年,林肯推出的一个全新设计的大陆。在很大程度上借用LSC马克七世的功能主题、是较早期的效仿。根据玛莉安、汽车-动力行业分析师和副总统的纽约经纪公司福曼,Selz,Mager,Deltz和Birney,“…林肯的新的大陆,价格低于30000美元,是说明一个美国的汽车制造商是会产生将两大洲[欧洲和北美]的需求特征结合在一起的汽车。车身风格和内部装饰有一个明确的欧洲风味。

尺寸大且慷慨大方是美国车的特征。虽然它可能使用一个更强的引擎,大陆标志着福特将作为作为一个真正的挑战者在功能豪华轿车的市场上。“

在1960~1970期间，凯迪拉克作为欧系车的竞争者，大量的欧系豪华轿车被凯迪拉克取代。

英格兰的劳斯莱斯,长久以来被认为是高贵的象征,手工制造的豪华轿车,从来没有被凯迪拉克替代过。梅赛德斯-奔驰,一种非同寻常的豪华车。如果的卡迪拉克车是优良豪华客厅、“梅赛德斯-奔驰是一个设备完善的功能研究。“梅赛德斯-奔驰的使命不仅仅包括了了司机或乘客的舒适驾乘,也提供坚固的,支持全方位数控座位且以很高的速度行驶在德国高速公路。

今天的Merceds-benz的历史可追溯到1885年的德国的大街上曼海姆。就在那时,卡尔德奔驰生产出了世界上第一辆汽车。其他人的天然气发动机开创并申请专利,奔驰将它应用到一个passenger-carrying车辆。

从一开始,梅赛德斯-奔驰的致力于坚实的工程。全公司的汽车针对于市场上不同价位的豪华车。当一辆30980美元初级装置190-D2.5的汽车可以分享79840美元560SEC的高端装置,。这也是梅赛德斯奔驰奢侈的维护费用的焦点。然而,该公司也是世界上最大的中等、重型卡车制造商。

早在1970~1980,额外的欧洲制造商开始在市场上推销豪华车产品。西德的巴伐利亚汽车制造厂(宝马)以运动coupes双门车辆作为出口类似奔驰。宝马的策略不同于奔驰,宝马提供的是此豪华的功能的，以运动为导向的汽车。

宝马产品种类从三系的两门和四门，到五系的四门 ,到七系的四门,再到六系的两门。在过去的几年中,宝马已经扩大其产品提供和之前提到的引入型三大系列。全新的《1987年宝马7系列产品包括替代1986模型以及全新的模型对1988年的750il。 750il是最大的,最昂贵的价值70000美元。比起735i轿车它是世界上唯一的五座的十二缸汽车。

随着豪华功能车的市场的发展，奔驰也已经被许多人认为是最大的奢侈品在汽车市场上。(然而,近期正与宝马形成竞争市场。)“梅赛德斯-奔驰线条相似于宝马。190Class在尺寸上与宝马3系相似,300class相似与的宝马5系，S class相似与宝马7系。梅赛德斯-奔驰双门跑车,也提供了各种可转换模型。1987年，宝马和梅赛德斯-奔驰的车辆,结合美国的销售量达到约178000,超过了凯迪拉克一半的销量。

第三个德国主角是奥迪豪华汽车市场。奥迪达成all-time-high美国的销售额在1985年超过74000单。很大程度上由于浑厚风格的5000系列(48057单)。梅赛德斯奔驰和宝马提供的，5000,可作为较低价格购买四轮驱动的个人第一辆车的首选。然而,在1986年,在配备自动变速器和可离心加速的5000的报告中,销售开始下滑。1987年,仅两年的时间销售业绩下跌了44.2%。

1988年，为恢复奥迪车在豪华市场的地位，公司推出一个新的替代4000系列,现在被称为80(就像在欧洲)。1989年,奥迪5000已重新启动是奥迪100和200(取决于发动机的大小)。100和200的模型与5000系列在他们之前的外部形态进行改变。然而,内部已经过重新设计,奥迪的工程师能迅速指出新工程的发展划分的100/200奥迪从旧的5000系列。

外国竞争者，日本车。 1980年代燃料费用基本稳定。因此,制造商提供较大的车型,又更强大的引擎。此外,1980年代后期也包括弱势的美元兑其它西方货币政策的西德马克和日元。不值钱的美元使得德国或日本进口购买西方更加昂贵。在努力维持汽车的可接受价位,许多外国制造商已经将价格提高了。这

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些高档品牌厂商的价格只是伴奏。在许多情况下,努力向市场模型提升档次和内涵。

在1980年代晚期,有较强的日元帮助创造环境,日本已不再是低成本生产者。能与日本车相竞争价格的车辆他们与韩国的、南斯拉夫的,就像他们已经在过去几年。日本,无法预期他们的利润在这些车辆上,开始扩大产品线包括简洁的中型汽车。这些汽车模型包括更大的本田雅阁,丰田佳美和Cressida,日产极大值。

看德国人在产品形象和价格的提升、本田看见一个机会提供欧式功能豪华轿车,但在国内传统的价格豪华模型。讴歌还重点强调对经销商服务。结合产品质量、经销商服务占第一等级的1988消费者满意指数。

讴歌,和其他soon-to-be-released豪华轿车从日本丰田和日产(凌志)(英菲尼迪目前),希望能吸引那些进口的买家,买了non-luxury过去和现在的进口额想搬到高档但保持一定的进口美德。极品模型包括荒蛮的传说。传说是配备有四轮电力盘式制动器、空调、动力门锁、窗户、和立体声收音机和盒式磁带deck-all标准。像欧洲功能豪华汽车、极品也特别注意到汽车的搬运和性能。到此为止,传说携带了一个高科技racing-bred multivalve V-6引擎和悬架，在丰田的任何车中找不到。讴歌的传说,玛莉安?贝德·凯勒汽车分析师说,“在不到三年,本田的讴歌部门将超越魔术100000 -单位马克,这意味着它将货架上的每一个高价欧洲品牌在市场上的竞争力。“汉斯约但河、美国市场的头为梅赛德斯-奔驰,说道:“讴歌是一个合理的竞争者在$ 20000到$ 30000的价格范围内。”

作为极品继续建立自己在美国的豪华车市场,丰田和日产的日产的英菲尼迪目前品牌将被介绍,同于雷克萨斯。介绍英菲尼迪品牌将开始于一个大型轿车类似于雷克萨斯400LS。英菲尼迪目前的Q45将使用了一个4.5升V-8，销售价约为35000美元，对该轿车的外观解释,Takashi空中管制、高级项目经理的Q45说,“我们想创造一个新定义的豪华商务车,除此之外,要建立一个和梅赛德斯奔驰宝马一样的国际形象。“Q45被定位介绍为小型的，更便宜的双门模型是基于日本市场中的日产美洲豹。新跑车将动力始于V-6,仅卖25000美元左右。 一个第三种模式将会加盟英菲尼迪品牌于1991年。一个V-6动力轿车,日产极大值的基础上,将头对头与雷克萨斯ES250以及讴歌的传说直面竞争。

过程中发射自己的豪华轿车的区划:雷克萨斯和英菲尼迪目前,分别。这些新产品将遵循极品的领先最初推出两产品的每一个新成立的分部,他们只能在经销商销售致力于区域。讴歌,雷克萨斯,英菲尼迪目前不会分享设备的较小的本田,丰田,或与水星和林肯Nissans是否允许或卡迪拉克与其他通用分裂。雷克萨斯和英菲尼迪目前模式也跟着讴歌通过提供高度的雷克萨斯/英菲尼迪目前“只有”的内涵和鲜明的风格不被Nissans丰田分享。

1990在雷克萨斯的最初提供将会有一个新的轿车和现代multivalve V-8。根据汽车杂志,雷克萨斯LS

400“是一个大的,宽敞的,而保守四门轿车,谨慎大小尺寸似乎是宝马和奔驰的融合设计线索，美式格栅,Detroit-style木饰、和起皱皮椅套。它的阻力系数使slipperiest生产轿车,它的four-liter,four-cam,250马力引擎将推动V-8那打滑的形状通过空气速度—为了保证梅赛德斯奔驰、宝马、美洲虎工程师工作到很晚,为今后十年左右的时间。“400预计将售价约为35000美元,大约梅赛德斯-奔驰或宝马一半的价钱。

凌志轿车也将介绍广告源自一个现有的丰田佳美。ES250供能的高科技多-阀V-6相似的讴歌的传说。一年后,雷克萨斯将播出一个新的轿跑车模型。

雷克萨斯和英菲尼迪的销售目标是100000单当模式生效时。这形成的讴歌的预计销售在90年代为300000~400000单。

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