Ford’s Dilemma: Make Lincoln in China?

The worldwide luxury car market size was about € 245 billion in 2010 and it increased to €438 billion in 2016. In 2016-Q1, BMW was the leader in the global luxury car market followed by Mercedes-Benz (Mercedes) and Audi (Refer to Exhibit II).These three global players accounted about 80% of the global luxury car market. The US and Europe were traditionally big markets for luxury cars but emerging markets like China, India, Brazil, etc., were the fast growing markets at the end of the first decade of the 21st century.