Lincoln has been fighting hard to shed its image as a luxury brand for the elderly. The company has recently introduced or updated nearly every vehicle in its fleet in order to put a new face on the brand. Options, like the Black Label program, attempt to pull influence from high-end automakers that provide services extending beyond scheduled oil changes. Now, Lincoln is introducing a program that it refers to as The Lincoln Way, a suite of customer-oriented services that the company hopes will set it apart from the pack.
All of this starts this fall when the new Continental goes on sale. Customers will have access to services like vehicle pickup and drop off and complimentary loaner vehicles. The company is planning more incentives for the future, but details are vague. Lincoln parent Ford is offering similar services on the upcoming GT.
The Lincoln Way seems to be an expansion of some services already offered under the Black Label program. Right now, Black Label includes scheduled maintenance, car washes, and concierge services, as well as exclusive vehicle colors and options. The program is pricey and only available on some models in some states, though Lincoln plans on expanding Black Label’s reach.
In addition to these services, Lincoln is opening a showroom of sorts, called the Lincoln Experience Center, in Newport Beach, California. The facility won’t actually sell vehicles. Instead, customers can go and learn about the brand, build and price vehicles, and take test drives. The Experience Center will then put customers in contact with local dealers.
Lincoln says the increased focus on customer care and satisfaction draws influence from the company’s growth in China. Since the introduction of The Lincoln Way services, sales in China have grown greatly.