Abstract

With China becoming a major market for Lincoln cars, Ford Motors has to take the crucial decision of whether to start production of Lincoln cars in China. While the Chinese luxury car market is set to grow much faster than any other market, shifting production to China would bring with it new challenges like working with a joint venture partner and transfer of technology issues. Interestingly, Ford’s competitors like BMW and Audi already produce their luxury cars in China.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Explore the various issues that foreign companies have to take care of while setting up luxury cars manufacturing plants in China
• Discuss the decision to be taken by Ford on producing Lincoln brand cars in China

Keywords

Ford, Luxury Cars, Premium Cars, China, Automobile Industry, Luxury Car Industry, Lincoln, China, Production