SHANGHAI, China — On August 7, 26 people gathered at the Four Seasons Hotel Shanghai to attend a Lincoln Dealer Manager brand immersion training session. This training provided fresh-faced Lincoln dealers with support, knowledge and guidance on how to deliver a personally-crafted Lincoln experience in China, and how to become deeply immersed in the Lincoln brand
“The Lincoln experience is so different from existing automotive retail operations, we need to support dealers on people planning, recruitment, assessment, selection, development and retention,” said Robert Parker, president, Lincoln China, in his opening speech on the first day of Lincoln Institute. “Before dealer facilities are completed, Lincoln Institute will be the first touch point for dealer staff to truly experience Lincoln. It will play a crucial role for setting the example and benchmark of the Lincoln Experience in China.”
This training session was four days long and was attended by all the line managers of the first five dealerships in Mainland China: Beijing Furui, Shanghai Yongda, Shanghai Baolide, Hangzhou Hecheng and Guangzhou Hongyue. The line managers in attendance included directors in sales, consumer experience, service, marketing, finance and HR.
Lincoln Institute synergized the current hospitality training from the best practices in Lincoln United States, and localized it to fit the China market and Chinese dealer staff & customers. This immersion training also took place in May, targeting dealer investors, GM and HR Directors. The next session for the next four dealers will be held at the end of September.
The purpose of Lincoln Institute is to implement the distinguished luxury experience that is the cornerstone of the Lincoln experience, which is a completely personalized, hospitality-grounded and consumer-centric culture. Lincoln Institute’s primary purpose is essentially to teach new Lincoln dealers in China the Lincoln Culture, hospitality and of course, operations processes and product training.
Currently, developments are underway to open a Lincoln Training Center in China, which will host a majority of the training sessions. The target date of operations is sometime in the first quarter of 2015. But for now, the goal of the Lincoln Institute in China is to better support dealer openings, as training plans are individually designed based on dealer opening times, construction completion and the staff situation.
Here is some of the feedback from the dealers who attended this past session in Shanghai:
“The Lincoln Way provided me more knowledge on the Lincoln personalized service. Each session is very innovative.”
“Sensory engagement is the session I like most. The diversity and fully engagement of the training design aroused my interests and awakened my response, which also deepened my understanding.”
“The many videos and interactions helped me better understanding the distinguished service of Lincoln brand.”
“Expect more trainings like this in the future so that we can provide better service with the deep understanding of Lincoln brand.”