DEARBORN — Lincoln this spring brought together specially selected experts and luxury customers skeptical about the brand to showcase its reinvention.
The three-day interactive Luxury Proving Grounds helped the customers to understand the direction of Lincoln’s vehicles and experience. They visited one of Atlanta’s exclusive golf, spa, hotel and winery destinations, Chateau Elan, where they experienced luxury amenities and road tests at Road Atlanta that replicated everyday scenarios.
Experts in performance, design and technology — areas that resonate most with luxury customers — guided the sessions. They were:
• Justin Bell — a world-class racer and son of legendary driver Derek Bell
• Karim Rashid — a luxury goods designer whose credits include Christofle, Veuve Clicquot and Alessi
• Ray Kurzweil — technology expert and futurist, credited with developing speech-recognition technology
“Lincoln is reinventing itself through new technology, design and engineering. Luxury Proving Grounds allowed Lincoln to expose current luxury customers, with the help of third-party experts, to our new DNA,” said Jim Peters, Manager, Lincoln Brand Content and Alliances.
The three couples shared their preconceptions about Lincoln, compared two luxury competitors, the 2013 Lexus G6 and a 2012 Audi A6, and gave their reactions after driving the significantly refreshed 2013 Lincoln MKS.
The consumers were immersed in world-class customer service at Chateau Elan with Rashid at the helm. They experienced Lincoln performance, such as acceleration, braking, handling and freeway merging, with Bell and technology with Kurzweil.
The couples engaged with SYNC® with MyLincoln Touch™ and experienced performance dynamics through Lincoln Drive Control, which allows drivers to select the experience they want, including a Sport mode.
“The three couples walked into the experience with preconceived notions about the brand and when they walked away they realized the brand’s competitiveness in the tough premium automotive market,” said Peters. “They experienced the new Lincoln dedicated to exceptional design, technology and performance.”