>Lincoln opens its first three stores in Beijing, Shanghai
and Hangzhou, officially unveiling The Lincoln Way, a unique new
luxury automotive ownership experience in China
>Eight Lincoln stores will open in China by year’s end. By
2016, 60 Lincoln stores will be open in 50 cities across the
country
>The Lincoln MKZ midsize premium sedan and Lincoln MKC small
premium utility are the first two of five new vehicles Lincoln will
bring to China by 2016
Lincoln opened its first three stores in Beijing, Shanghai and
Hangzhou today, officially unveiling The Lincoln Way, a unique new
automotive ownership experience for Chinese luxury customers.
Kumar Galhotra, president of Lincoln
(center), Robert Parker, president of Lincoln China (right) and
dealership representatives celebrate the opening of the Beijing
Furui Lincoln store. (Photo: Business Wire)
“The launch of The Lincoln Way and our first Lincoln stores in
China marks an important milestone for Lincoln’s reinvention as a
global luxury automotive brand,” said Kumar Galhotra, president of
Lincoln. “The Lincoln Way demonstrates how a storied brand with a
nearly 100-year history is innovating for our Chinese customers
while staying true to our roots of personal service. Our Lincoln
customers will not only get the very best when it comes to product,
but also when it comes to the entire ownership experience.”
In addition to these first three locations, Lincoln will open
five more Lincoln stores in China by year’s end, and a total of 60
stores in 50 cities in China by 2016. The Lincoln Way will be
embedded in all Lincoln stores in China.
The Lincoln Way will serve today’s younger and more discerning
luxury customers who value individuality. Through Lincoln’s
specially trained staff, customers will experience a warmer, more
engaging purchasing and ownership experience personally crafted to
their individual needs and desires.
The Lincoln Way was developed over three years and is based on
research across luxury retailing experiences from different
sectors, including hospitality. Key elements of The Lincoln Way
include a dedicated Lincoln Team; a distinct, welcoming, home-like
environment featuring a relaxing tea room; intuitive personalized
technology, with an exclusive Personalization Studio; and complete
sales and service transparency.
The Lincoln stores in China will first offer the all-new MKC
small premium utility vehicle and the MKZ midsize premium sedan.
The Lincoln MKZ and MKC will be followed by the Lincoln MKX, the
Lincoln Navigator and an all-new full-size luxury sedan, fulfilling
the brand’s promise to bring five new vehicles to China by
2016.
“The launch of the Lincoln Way in China is the result of our
global team researching a wide array of luxury brands,” said Robert
Parker, president of Lincoln China. “After extensive concept
testing with luxury consumers, a comprehensive customer experience
was developed defining the ‘Lincoln Way.’ We believe the resulting
customer experience will reshape luxury automotive ownership in
China today.
“We are humbled by the efforts our first three partners are
putting forth sharing our vision of The Lincoln Way. Their
experience in the luxury automotive industry and excellence in
customer service represent the winning combination we believe
customers will appreciate.”
The Lincoln Way meets the needs of today’s new luxury
customer in China
The Lincoln team spent the last three years establishing a deep
understanding of the new luxury automotive customer in China. This
included extensive quantitative and qualitative deep-dives into
luxury customer segmentations as well as behavior models and
expectations.
“Our extensive study of the new luxury customer in China
revealed a unique opportunity for Lincoln in the luxury auto
market,” said Parker. “As a new brand entering the market in China,
Lincoln has a great opportunity to differentiate itself by
combining great products with a new way of purchasing and owning a
luxury vehicle.”
The research showed that today’s Chinese luxury customers are
quickly evolving. They are no longer satisfied with luxury as an
overt statement of their personal net worth. Instead, they are
increasingly seeking luxury as a way to express their unique
individuality.
Based on these insights, the Lincoln team took the unprecedented
step of building a fully functioning prototype dealer facility in
Shanghai a year ago to research, test and refine every aspect of
the Lincoln customer journey throughout the purchase and ownership
process.
Redefining luxury automotive ownership in China
The Lincoln Way is how Lincoln sells and services its vehicles
and how Lincoln customers experience the brand. It completely
shifts luxury automotive ownership from a sales-and-service
transaction model to an experience model.
A Lincoln dealership is built around the customer, using clean
elegant designs, harmonious colors and quality materials. The
overall effect is a warm, inviting environment that customers
associate with the living room of a home or a five-star boutique
hotel lobby. There are different zones and pavilions with seating
clusters where customers can relax with their family and
friends.
In line with this customer-centric dealership environment is a
transparent sales and service experience that aims to surprise and
delight. Different from a traditional transaction-model dealership
where the purchase experience is all about making the sale, the
purchase experience at the Lincoln dealership is designed around
building a relationship with the customer and understanding his or
her needs. Attentive and intuitive staff gauge when to allow for
self-exploration and when to provide assistance.
At Lincoln dealerships, each customer has a dedicated team to
ensure personalized service tailored to the customer’s individual
needs is consistently delivered throughout the ownership
experience.
At the core of The Lincoln Way is the Lincoln Team, led by the
Host, the Master and the Craftsman, team members specially chosen
and rigorously trained by The Lincoln Institute.
The Host tailors the customer’s experience and maintains the
customer relationship throughout the ownership process. If more
detailed information is desired, the Host introduces the customer
to the Master.
The Master serves as the customer’s trusted resource during the
sales process, providing information, advice and recommendations
based on the customer’s needs. The sequence of information and
level of detail is tailored to the guest’s needs and interests.
The Craftsman serves as the customer’s personal contact for
service and maintenance. He maintains a full record of the vehicle
and thoroughly explains any maintenance process. If requested, used
parts are returned, packaged in a Lincoln box and tagged with a
label, extraction date and the name of a service technician.
Personalization Studio: In every Lincoln store, the
high-tech Personalization Studio features a 46-inch interactive LCD
touch screen that projects a near life-size image of the vehicle.
This allows customers, through controls on a nearby table, to
visually explore the entire array of models, colors and features
and configure the desired vehicle both inside and out before making
a selection.
Personalized test-drive routes: Lincoln guests are able
to make test-drive appointments of a specific model and available
powertrain online or at any Lincoln dealership. Test-drive routes
also are tailored to each guest’s personal needs.
Transparent maintenance and repair process: The Lincoln
Way subverts the traditional vehicle-maintenance model, which
customers in China distrust Lincoln customers have complete
transparency throughout the process, including write-up, diagnosis
and parts change. Customers also can watch their vehicles serviced
real time, from the comfort of the Lincoln dealership Star Lounge,
through the E-Console linked to cameras positioned in the service
bays. In addition, every Lincoln store in China offers extended
service hours and provides Lincoln loaner vehicles for repairs
taking more than two hours.
Lincoln Automotive Financial Services
Financing also is an important part of the Lincoln luxury
experience in China. Lincoln Automotive Financial Services, a
financing organization dedicated to serving Lincoln customers and
dealers in China, launched on Oct. 23 and supports Lincoln dealers
and customers by providing competitive financing products and
exceptional service.
About The Lincoln Motor Company
The Lincoln Motor Company is the luxury automotive brand of Ford
Motor Company, committed to creating compelling vehicles with an
exceptional ownership experience to match. The Lincoln Motor
Company is in the process of introducing four all-new vehicles in
four years starting with the all-new MKZ in 2013. For more
information about The Lincoln Motor Company, please visit
media.lincoln.com or www.lincoln.com. Follow us on Facebook at
facebook.com/lincoln.
For news, photos and video, visit media.lincoln.com
Follow us on Facebook at facebook.com/lincoln
Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20141106006454/en/
The Lincoln Motor CompanyStéphane
Cesareo313.323.8917scesareo@lincoln.comorDebbie
Chennells313.323.9708dchennel@lincoln.com
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