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Case Details

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  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Ford’s Dilemma: Make Lincoln in China?

 

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. .
 
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Issues

The case is structured to achieve the following teaching 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.
Contents
INTRODUCTION
GLOBAL LUXURY (PREMIUM) CAR MARKET
CHINESE CAR MARKET
CHINESE LUXURY CAR MARKET
ABOUT FORD
FORD IN CHINA
LINCOLN IN CHINA
DILEMMA
EXHIBITS

Keywords

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

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