《林肯车SWOT分析》案例导读.doc

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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 such as Volkswagen，Mercedes-Benz.and 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 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 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 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 Germanys Mercedes-Benz. BMW and Audi; Britains Rolls-Royce and Jaguar ; and certain models of Swedens 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 Lincolns history， the division has had a variety of competitive products to contend with. In the 1930s，brands such as Packard， Pierce-Arrow，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 GMs Cadillac division and Chryslers Imperial (until 1985) left to offer a measurable amount of domestic competition.Lincoln ，Fords Lincoln wasnt far behind as Cadillac plotted its strategy for the luxury car market. In 1979， the Town Car/Coupe， Lincolns 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 Cadillacs Seville and attempted to emulate virtues of the Seville. The new Continental went so far as to borrow certain styling cues from the Seville， Particularly the bustle style trunk. In 1984， Lincolns 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 N.Keller，auto- motive industry analyst and vice president of the New York brokerage firm Furman，Selz，Mager，Deltz and Birney，.Lincolns new Continental， priced just under $30，000，is demonstrating that an American car maker can produce an automobile that combines appealing features from two continentsEurope 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 Fords 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 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 todays Merceds-benz can be traced back to 1885 and the streets of Mannheim，Germany. It was then that Carl Friedrich Benz produced the worlds 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 companys 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 worlds largest medium- and heavy-duty truck manufacturers. 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. BMWs 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 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 Cadillacs 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. For the 1988 model year，in an effort to restore Audis 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 pow