LOS ANGELES - The Lincoln Motor Company is taking its mission of bringing personal service to the consumer out West with a luxurious display at the Los Angeles Auto Show. As a part of its reinvention, the brand is making it a priority to increase awareness and favorability among consumers in the premium segment and culturally progressive buyers on the West coast.
The show, which draws around 950,000 people throughout its duration, will give Lincoln an opportunity to increase brand recognition and gain momentum for sales on the West Coast. Visitors of the display will be greeted by lattice walls with vitrines containing art, a collection of “Lincoln Loves” items that tell the history and story of Lincoln, including the quality and craftsmanship over the years.
A focus of the display will be increased visibility of the Lincoln MKZ nameplate by personally introducing the car to premium car consumers on the West Coast. “We will feature three powertrain options of the MKZ, including the Hybrid, and have on-site Lincoln Experience Specialists to introduce potential customers to the vehicle and tell the ‘Z’ story,” said Joe O’Connor, manager, Regional Auto Show.
The gallery also will also be the first public reveal of the all-new Lincoln MKC, the all-new small premium utility vehicle Lincoln unveiled in New York earlier this month. Guests will get to see an LED wall telling the story of the vehicle along with on-site product specialists to answer potential customer questions and engage visitors.
David Rodriguez, manger, Multicultural Marketing, Lincoln, saw the LA show as an opportunity to connect Lincoln with the Hispanic market. “LA is the fastest growing Hispanic premium market in the country. So it is a very important place to increase Lincoln awareness. ” In addition to promoting the gallery through their media partners Telemundo and Univision, Lincoln is having a private performance by Grammy winning artist Jose Feliciano. “We’ve invited around 100 influential people in the community to the performance at the tail-end of the show to give a personal introduction to the brand and to get the Hispanic community talking about Lincoln.”
Consumers also will get a taste of the personal experience Lincoln offers in the on-site Lincoln Hospitality Lounge. The site will provide guests with Lamill coffee, LA’s premier coffee shop, a complimentary gift and showcase a sustainable living wall telling a green design story.
Concierges also will be present to greet and provide clients with on-site test drives to facilitate the transition from being an auto show guest to meeting with dealers for a tailored experience.