There are two things we love here in Dallas. We love our cars and we love our football. Combine the two and you definitely have our attention.
Lincoln officially kicked off that new partnership this week with a media event at AT&T Stadium. Lincoln brought along the stars of its current new lineup: the 2017 Continental, MKZ and new Lincoln Navigator Concept.
Inside, media gathered in where else but the Lincoln Founders Club. It’s a cool space with lounging areas (plus quite a patio and view of the field, of course) that’s all about the Lincoln Way theme of quiet luxury.
The Dallas Cowboys brought along Super Bowl champ Daryl “Moose” Johnston to autograph more than a few footballs for the media crowd, myself included.
Lincoln CEO Kumar Galhotra and Dallas Cowboys Football Club EVP/Brand Manager Charlotte Jones Anderson hosted the event. Both took the stage to talk about the partnership and also share some more news. That being that Lincoln also plans to open its next Lincoln Experience Center at The Star in Frisco late next spring. The Star is now home to Dallas Cowboys World Corporate Headquarters and the team’s practice facility.
The new space in Frisco will be the automaker’s second Experience Center. The first one recently opened in Newport Beach, California.
The idea is to bring the brand to people who don’t have a lot of time to visit a dealership. They’ll be able to pop into a center while at dinner or shopping and learn about Lincoln vehicles in a relaxed, lounge environment designed around Lincoln’s quiet luxury theme.
“It’s a very warm luxurious, sanctuary-like space where our customers can come in, they can experience the products, they can experience the beautiful interiors, ” said Galhotra. They’ll also be able to kick back and listen to the Lincoln’s Revel Audio System, plus get info from product specialists.
Lincoln’s attention to Dallas makes sense, given that it’s one of the top luxury markets in the nation. Dallas was considered one of the top five luxury markets in the United States in the first half of 2016, according to Polk Insights.
“Dallas specifically as a city has a lot of luxury audience for us,” Galhotra said. “It’s our biggest market for the Lincoln Navigator.”
Texas women seem to have a thing for Lincoln, too. Lincoln registrations with female buyers in Texas are up 18 percent year over year.