Ford’s Dilemma: Make Lincoln in China?

Case Code: BSTR511
Case Length: 9 Pages
Period: 2015-2016
Pub Date: 2017
Teaching Note: Not Available

Price: Rs.300
Organization : Ford Motor Company
Industry :Luxury Car Industry
Countries : China
Themes: Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Global Luxury (Premium) Car Market

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.....

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