In recent years, second-tier luxury brands have gradually emerged in the Chinese market, and Lexus's stable performance, Cadillac's price sinking strategy, and Volvo's deep cultivation of cost performance are all redefining consumers' perception of luxury cars. In this wave, the Lincoln brand is gradually increasing its market share by virtue of its unique beauty system genes and all-import identity. In particular, the just-launched Lincoln Z model has attracted a lot of attention in the B-segment car market with its atmospheric exterior design, large size space and rich configuration. However, as a second-tier luxury brand's "flagship executive" sedan, can it really hold up this title? Are consumers willing to pay for this "imported feeling"?

From the perspective of the entire market, the rise of second-tier luxury brands in recent years is driven by the dual promotion of consumption upgrading and intensified market competition. On the one hand, more and more consumers are beginning to pursue a higher quality of life experience; On the other hand, the premium power of traditional first-tier luxury brands is gradually weakened by the market.

As the "leading big brother" of the second-tier luxury brand, Lexus has won a large number of loyal users for its long-term stable reputation and high reliability. But it has to be said that its price system is relatively strong, and there has been no large-scale localization in recent years. Cadillac, on the other hand, has rapidly expanded its market share through a price reduction strategy, and the prices of some models have approached the positioning of mid-to-high-end models of the joint venture brand.

In contrast, Volvo's rise is more due to its deep cultivation in the field of safety and environmental protection, especially in the layout of electrification transformation, which makes it stand out from other traditional luxury brands. As a latecomer, the Lincoln brand, although it has not been in China for a long time, has gradually accumulated its own brand recognition by virtue of its fully imported identity and the unique style of American cars.

林肯Z定位於“旗艦行政級轎車”，起售價約為23.58萬元。從外觀設計來看，它的確展現出了較大的氣場：修長的車身比例、貫穿式LED燈帶以及家族化的星輝格柵設計，都讓它在一眾B級車中顯得與眾不同。其軸距更是達到了2950mm，空間表現甚至能夠與部分C級車相媲美。

However, this is also the problem: although the price range of the Lincoln Z is not high, it is after all fully imported, which means that its maintenance costs, spare parts prices and value retention rate will be affected. In contrast, likeBoma 3 seriesTraditional first-line luxury brand models such as Audi A4L undoubtedly have more advantages in terms of value retention rate and later use cost.

According to data from platforms such as Autohome, the sales performance of the Lincoln Z has grown steadily since its launch. However, it is worth noting that its market share is more concentrated in some second-tier cities, while in first-tier cities, consumers still have a strong cognitive preference for traditional first-tier luxury brands.

An industry analyst pointed out: "The growth of second-tier luxury brands in recent years has been more due to price advantages and differentiation strategies, but in the long run, brand value is still the core factor affecting consumer choice." As for Lincoln Z, although there are many highlights in its configuration and design, the high maintenance cost and low value retention rate brought by the "import identity" are still a pain point that is difficult to avoid.

以保值率為例，根據第三方平台的數據統計，同價位的一線豪華車型在3年後的保值率普遍能達到65%-70%，而二線豪華品牌的平均保值率則僅在55%左右。對於一款售價23.58萬元的車型來說，這一差距顯然會對其市場表現產生較大的影響。

According to consumer feedback, the core appeal of second-tier luxury brands is mainly concentrated in the following aspects:

1. Balance between price and configuration: Compared with first-tier luxury brands, second-tier luxury models can provide higher configuration and better car experience under the same budget.

2. Personalized needs: Second-tier luxury brands often have more unique product designs, which can meet the needs of some consumers for differentiation.

3. Emotional identity: For some consumers in non-first-tier cities, buying second-tier luxury brands can meet their psychological needs for "consumption upgrades".

However, behind this choice also reflects the contradiction of consumer psychology: on the one hand, consumers want to enjoy higher quality cars; On the other hand, it is difficult for them to accept the follow-up cost pressure brought about by high premiums. This also makes the second-tier luxury brand market present a situation of "seemingly prosperous but actually difficult".

As a B-segment car positioned as a "flagship executive class", the Lincoln Z's materials, design and configuration are indeed eye-catching. However, under the competitive landscape of the overall luxury car market, it still faces multiple challenges such as low value retention, high post-use cost and limited brand recognition.

When consumers choose second-tier luxury models, they need to think more rationally: do they pay for "face", or do they really value the actual value of the vehicle? For those who are looking for practicality and long-term cost-effectiveness, it may be more suitable to set their sights on entry-level models from traditional first-line luxury brands. And for those looking for a personalized and differentiated experience, consider models like the Lincoln Z.

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