Texas is a big market for Lincoln. So much so, in 2016, the automaker became the official luxury vehicle of the Dallas Cowboys.
Now, Lincoln is taking things a step further with its second Experience Center located at The Star in Frisco, which not coincidentally is the Cowboys’ world headquarters and practice facility.
I had a chance to preview the gorgeous new space a few days ago and I have to say any work week stresses I was feeling evaporated when I walked through the door. A calming wall of water greeted me along with an inviting, elegant space designed to make you feel at home.
There is plenty of Lincoln eye candy, too, including the all-new 2018 Lincoln Navigator (in blue) and extended wheelbase Navigator Black Label L (in black).
As Lincoln President Kumar Galhotra explained in the photo above, the Experience Center fits into Lincoln’s goal to provide effortless luxury through personalized and customized interactions with customers. Case in point, it has an interactive wall designed to match customer preferences to a car. I was singled out to do the demo for our press group. After choosing four photos on the interactive display, Lincoln pegged me for a Continental in Rhapsody Blue, shown below, which I have to say was right on. It’s a gorgeous color.
Customers who visit can learn about the design inspiration behind Lincoln’s recently revamped lineup. Also, music fan that I was, I wasn’t about to leave without checking out the Revel by Harmon audio room. I experienced the Revel sound system while test driving the 2017 MKZ last year and it’s impressive.
Now for some quick numbers. In the first half of the year, Lincoln says sales were up 6 percent overall against a 2 percent gain in industrywide luxury sales – marking Lincoln’s strongest start to the year since 2008.
Lincoln also says Texas is one of the fastest growing luxury markets in the nation only behind California. To that end, it’s piloting a new At-Home Test Drive program in Dallas and Houston. Prospective buyers can schedule a test drive online and have the vehicle brought to their home. It also launched National Pickup and Delivery service in 2016. That program is on track to complete more than 50,000 rides by the end of the year.
This is Lincoln’s second Experience Center. The first one opened last July in Newport Beach, California.
Check out the 2018 Navigator Black Label L video below.